Audi E-Tron Product Launch

Date:

September 17th, 2018

Location:

Craneway Pavilion, Richmond, CA

Client:

Audi

Audi electrifies attendees at the E-Tron product launch

Audi was founded in 1909 by August Horch in Zwickau, Germany, after he was forced out of his first company. The name “Audi” is simply the Latin translation of “Horch,” meaning “listen.” Originally one of four brands that merged in 1932 to form Auto Union (the four interlocking rings in the Audi logo, representing Audi, DKW, Horch, and Wanderer), Audi emerged from post World War II ruin under Volkswagen ownership in 1965. It transformed from a maker of modest sedans into a premium powerhouse with the 1968 Audi 100, the revolutionary 1980 Quattro all-wheel-drive system, and the game-changing aluminum-bodied A8 in 1994.

Today Audi is Volkswagen Group’s luxury and technology leader, consistently battling BMW and Mercedes-Benz for global premium sales. Known for progressive design, refined interiors, virtual cockpits, and industry-leading lighting technology, it remains a brand that blends understated elegance with cutting-edge engineering under the motto “Vorsprung durch Technik” — Advancement through Technology.

THE CHALLENGE

The Audi e-tron launch event in 2018 represented a high-stakes pinnacle for audiovisual production, where the unveiling of a groundbreaking electric SUV demanded not just visual spectacle but a seamless, immersive experience broadcast live to audiences across the globe. From an AV perspective, the core challenge lay in transforming a single, multi-camera venue feed—capturing dynamic executive presentations, the dramatic vehicle reveal, and atmospheric audio elements like engine simulations and crowd reactions—into a flawless international stream that felt as intimate and engaging as being on-site. This wasn't merely about transmitting video; it required architecting a resilient distribution pipeline capable of sustaining crystal-clear, synchronized feeds to diverse regions, including time-sensitive redistribution hubs in Germany (Audi's home market) and expansive viewer networks in China, where cultural and regulatory nuances amplified the pressure for precision.

WHY GLOBESTREAM MEDIA?

With the company's roots in IP video streaming going all the way back to the launch of QuickTime Streaming Server in 2003, GlobeStream Media was a natural fit to take on the complexities of global IP video distribution. With a proven history of successful live event streams, GlobeStream was selected to provide this vital service.

THE SOLUTION

Reliability emerged as the paramount hurdle, given the event's scale: tens of thousands of concurrent viewers tuning in via web portals, social channels, and partner platforms, all expecting zero interruptions during the 18-minute reveal climax. Using the company's LiveU field encoding hardware, GlobeStream Media implemented a live streaming solution, successfully delivering primary and backup IP video feeds to Germany for broadcast and social media distribution.

THE RESULTS

One of the most successful product launches in automotive history, the 2019 unveiling of the Audi e-Tron set a the new standard for automotive launch event excellence. With over 1,500 journalists, VIPs, and special guests in attendance, and tens of thousands more watching around the globe, the e-Tron launch market the beginning of a new era in premium electric mobility.

Looking to live stream your next product launch? Contact GlobeStream Media today!