In China the dragon represents power, dynamism and joy while also being a symbol of the Chinese people. With the help of this fabulous creature, full of positive associations in Chinese culture, the brand is presented to motor show visitors in a way that appeals specifically to Chinese tastes: "In doing this, we are responding to the increasing importance of this market. At the same time, we are using the dragon panels to illustrate the essential contents of our brand," commented Bernhard Neumann, Head of International Exhibitions at AUDI AG. On one side, the panels present 50 topics.

These include Audi design and motor sport, as well as various technical subjects such as quattro, Audi Space Frame (ASF), TDI technology, Multi Media Interface MMI, Audi R tronic, LED technology, Audi magnetic ride and many more. On the other side, the individual panels tell the history of the Ingolstadt brand.

Tailored especially for China, the motor show concept is an entirely new development that is without parallel worldwide. Preparations for it began over a year ago. To precisely recognize and observe cultural differences and subtleties, dos and don'ts were identified in collaboration with Chinese people, including artists and architects. These were used to develop the unique motor show stand concept. Expressing his enthusiasm for the dragon, Mr Neumann points out, "Never before has a motor show concept been so primarily tailored for a specific target group. It is a concept for China."


Ten-ton TT sculpture unveiled at the heart of Beijing

On the eve of the motor show an outsize sculpture of the Audi TT was unveiled in the heart of the Chinese capital in front of the "Grand Hyatt" hotel close to Tiananmen Square, the Square of Heavenly Peace. Some 250 invited guests, including Chinese public figures, celebrities and sports personalities, enjoyed a spectacular show. The sculpture was created for the initiative "Germany - Land of Ideas". There it formed part of the "Walk of Ideas" in front of the Brandenburg Gate in Berlin. Following a stopover at Munich Airport, it was transported to Beijing - Berlin's twin city.

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