An Audi for 2035

An Audi for 2035

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Photos by -Autonet.ca
Staff
Published: 05 09 2004

Audi tackles its most ambitious product placement project ever: for the epic event motion picture "I, Robot," Audi Design developed the RSQ concept, which helps leading actor Will Smith -- a homicide detective in the year 2035 -- solve a mystery that could have grave consequences for the human race.

This is the first time Audi has ever developed a car specifically for a major Hollywood motion picture. It was important to Audi that the RSQ, despite its extreme character, should still be recognized as an Audi. The cinemagoer will therefore see the new Audi front-end with the typical single-frame grille in the movie.

The RSQ includes special features suggested by "I, Robot" director Alex Proyas. The mid-engined sports car operated by the story's police department, races through the Chicago of the future not on wheels but on spheres. Its two doors are rear-hinged to the C-posts of the body and open according to the butterfly principle.

In addition to the RSQ concept car, Audi supplied further series- production cars which appear -- in disguised shapes -- in the movie's traffic scenes. Audi also supplied the interior mock-up used for interior car scenes.

With this project Audi opens up a new chapter in product placement. Previously, Audi has always supplied volume-production cars to movie productions. In individual cases, such as "Mission: Impossible II," these cars were even used in movies before their market launch. With "I, ROBOT" and the systematic development of a "car of the future," Audi goes far beyond its previous product placement activities.

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