Audi Offers Concept Car Test Drive in Sony’s PlayStation Home

Audi is taking the virtual road to extend its brand as the first carmaker to develop its own virtual area called Audi Space in PlayStation Home, Sony’s 3D social virtual world for the PlayStation 3 community.

In December 2009 Audi Space drivers will be able to test drive the Audi e-tron electric concept car, which was introduced at the International Motor Show this year. The high performance vehicle runs on an electric engine system that equips an electric motor to each of its four wheels.

Racing enthusiasts of all ages will able to take the e-tron through its paces in a racing game called Vertical Run, but Audi hopes to attract younger drivers in particular. "Most young people gain their first driving experience from video games," explains Kai Mensing, who is responsible for video games and virtual worlds in Online Marketing at Audi. "With the Audi Space, we can bring this target group into contact with our brand in a highly emotion-packed and interactive environment."

Like a video game, Audi will reward the most skilled Vertical Run racers, too. While all PlayStation Home users will be able to access Audi Space – with its centrally placed tower reminiscent of major cities like Shanghai and Chicago – the Audi apartments located above the city will only be available to the best drivers. The apartments will actually be a showroom for select Audi cars.

"It was important to us to create an environment with Audi Space that differed from a classic showroom at an Audi dealership," Mensing said. "We got together with the architects at Allmann Sattler Wappner and developed an interactive concept where the focus is on selected Audi models, making it possible to experience the brand in a selective, interactive way."

Audi also has plans to continually fortify its presence in PlayStation Home. Although Vertical Run becomes available later this year, Audi TV reports are already showing in the PlayStation Home cinema and additional content for 2010 is being created for Audi Space by U.K. developer VeeMee.

-- Wes Nihei