Some automakers treat awards with indifference, others treat it as motivation to be better. Audi is one of those companies in the latter group, and if it’s comments after scooping up three awards at the Automotive Innovation Awards are any indication, we may have yet to see the very best out of the Four Rings. But, those are expectations we can set aside for another day; today is all about recognizing Audi winning the "Most Innovative Premium Brand” main prize, as well as scooping up awards for its innovations in two other categories: “Connected Car” and “Vehicle Concepts/Body”.
Audi’s three awards was second only to Volkswagen, which scooped up four awards during the ceremonies in Frankfurt, Germany. In addition, the German automaker also finished second in two categories - “Conventional Drives” and “Alternative Drives” - to go with a third-place finish for the Audi Q7 in the “Innovation Strongest Model” category. As impressive as those finishes are, none is likely more important to Audi than the Most Innovative Premium Brand that it won by beating out Mercedes-Benz (2nd place) and BMW (3rd place), two of the automaker’s fiercest rivals. Dr. Stefan Knirsch, Member of the AUDI AG Board of Management for Technical Development, said it best when he described the awards as both “praise and motivation” for the company. You can add bragging rights in there too, which we know is something that’s very important for Audi and its two rivals. Likewise, Audi’s win in the “Connected Car” category came at the expense of Tesla (2nd) and once again, Mercedes (3rd). Interestingly enough, all three automakers also made up the top three places of the “Vehicle Concepts/Body” category. Audi once again took home the bacon, but it was Mercedes who finished bridesmaid with Tesla in the bottom step of the podium.
The Automotive Innovation Awards may not be as recognized as it should be, but the level of competition for these awards is arguably the most competitive. Over 1,400 innovations from 20 automakers and 50 brands were all considered for the award. The fact that Audi scooped up three awards for itself is proof that the German automaker has been as aggressive as any company in spearheading technological innovations within its own house.
Continue after the jump to read the full story.
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