While you might expect automotive innovation from Audi, how many of you consider Audi a pioneer in app development? Well, Audi has revealed a new model, and this one doesn’t have four wheels – but it does rev-up the level of magazines on the iPad.
First of all, the imagery in the app is gorgeous, but of course a lot of that comes down to the print magazine quality car shots. The app also includes text and video that can be expanded to full screen, which runs very smoothly. However, the app isn’t innovative because it’s looks good – it’s innovative in how it stitches the content together. It’s actually so different from other apps, that Audi wisely put a “how to” page into the app itself:
So what’s the coolest part? That would be reading and moving through a story by sliding the content in all directions. Like some other apps on the iPad (Flipboard, Alice in Wonderland, etc) words don’t really do the experience justice – so we took a quick video:
As we’ve said, this is a magazine – free of course, Audi wants to sell you cars, not apps/magazines – and that is supposed to be aimed at UK readers, although the content is relatively general. Since this first edition is “Summer” we’re assuming there will be four editions per year.
Right now, the app has two minor problems that we can see. First, the text in the text boxes runs right up to the margins, which doesn’t look that great, and second the app file size is pretty big – best to download this app over WiFi for sure. Other than that, even non-car enthusiasts may be looking out for the next next issue. Here’s some more screenshots:
Sorry, but I can not see, why you praise the App like that .. it’s a normal iPad magazine, like a dozen others – have a look at the SPIEGEL, VOUGE, WIRED, and a fistful of cooking magazines – they look the same. Yes, they all cost money, and the AUDI magazine don’t (the BMW magazine for the iPad don’t cost money too). But Audi publishes this magazine as marketing … Like I said, I can not imagine why in hell you are so excited about the App/magazine – you’re a Audi-Fanboy, don’t you ;)
If this was a speed test between Audi and BMW, the Audi app would leave the BMW app in dust – it’s leaps and bounds better. Also, of course it’s marketing – what else would it be? But there is good, quality marketing/apps and then there isn’t. This is the former, which is why I wrote about it. Is it one-of-a-kind? I didn’t say that. But is it a very good effort and innovative effort that other marketers should take a close look at? Absolutely.
As always, thanks for reading and commenting!
I have been following what all of the auto companies have been doing for people interested in their products. I was surprised when VW was the first one to create an app, and found their approach entertaining and lightly humorous. Then Mercedes came out with the most boring thing that I have yet to see on the iPad. I agree that the Audi magazine is very nice. It is a pleasure to actually read. Have you noticed that Audi recently make a brochure for the new A1? Unfortunately, the brochure (or they call it “A1 eKatalog” — sounds like a spoof on the German language) is only in German. It has some cool features that really make you want to check out the car. I am a huge fan of my iPad and would be thrilled if all car brochures would be made for iPads.