MQ! 2018

700 participants. 12 workspaces. 11 speakers. 3 panel discussions. 2 days. 1 goal: define and establish a mobility quotient.

Check out our compilation of this year´s MQ! Innovation Summit best moments, talks, speakers and workspaces.

Take a look at the MQ! 2017 and MQ! 2019 as well.

9 Speakers


Steve Wozniak

Steve Wozniak

Ron Garan

Ron Garan

Andra Keay

Andra Keay

Cory Doctorow

Cory Doctorow

Larissa Suzuki

Larissa Suzuki

Alex Steffen

Alex Steffen

Nicole Scott

Nicole Scott

Nils Wollny

Nils Wollny

Bram Schot

Bram Schot

12 Workspaces

How might we source imperceptible mobility potentials?

We are entering a multi-mobile age: our living spaces as well as our way of life will be shaped by globalisation, individualisation and urbanisation. Goods, information, data and ultimately we ourselves are constantly in motion and are subject to changes in time and space. However, the disposable resources are limited. In order to master this balancing act of new mobility, we want to exploit undiscovered potentials of multi-mobile systems for sustainable and user-oriented solutions.

How might we improve in-car shopping experience while autonomous driving?

Nowadays customers are already allowed to do quick purchases of specific types of products with the help of HMIs in their vehicles. Looking into the near future, autonomous driving with in-car technologies shall open up possibilities of purchasing all kinds of products either related to the position but also completely independent in diverse forms for drivers and passengers. From the view of a car manufacturer, in-car shopping is not just a daily errand but rather a lifestyle, which delivers our customers inspiration and passion. Our goal is to exploit the advantages of the automotive specific ecosystem and use them to shape seamless, comfortable and entertaining shopping experiences for all our customers.

How might we replace face-to-face communication through virtual reality?

In this workspace we explore new ways of virtual-reality-based collaboration, like how we extend user experience towards the capability to replace face-to-face meetings by VR or how we use VR within assembly planning.

How might we strengthen trust in autonomous vehicles and address ethical challenges?

In the trolley problem scenario, a trolley is going down the tracks towards five people. You can pull a lever to redirect the trolley, but there is one person stuck on the only alternative track. Is it morally acceptable to kill one to save five, or should you allow five to passively die by non-action or kill one actively? This workspace address this question as well as different case studies. Join debating the moral dilemmas of self-driving systems. We will go hands-on beyond the trolley problem and find a first approach to required partnerships that span across the industry, academics, and regulators.

How might we boost innovation with cooperation?

At last year’s MQ! Innovation Summit we have developed a cooperation model between start-ups and Audi, focusing on hardware, which kicked-off this summer. This year we want to focus on software. We aim to improve and extend the concept for collaboration between software start-ups and Audi. As support, Daniel Cronin, a passionate entrepreneur, lecturer and keynote speaker as well as brand ambassador for innovations in procurement, is joining our workspace this year again.

How might we use machine learning to improve safety and comfort for passengers?

In this worksession, we’ll try to explore the possibilities of machine learning and artificial intelligence and try to find answers to unsolved questions. Which sensors and machine learning models can help us to increase safety and comfort for our future customers? How can we use machine learning and user data to reduce the setup time of a shared mobility car? How do the use cases change between private ownership of the car compared to shared mobility concepts and what requirements do come with fully self-driving cars with respect to in-cabin surveillance to ensure highest comfort and safety for all our passengers?

How might we define „total cost of mobility“?

In this workspace we want to focus on the financial part of the MQ formula. Mobility is changing from ownership to seamless and convenient on-demand usage. New business solutions shoot like a pinball in existing business infrastructures and move the MQ upwards. We want to measure the financial impact on the total cost of mobility from the perspective of a user and from the perspective of the old and new economy, by e.g. identifing all dimensions for mobility, finding useful KPI’s and challenging finance methods for calculation.

How might we charge the future electric mobility?

Today we’ve defined the charging infrastructure for 2020. But how will it look like in 2030? While the next years will be about enabling charging, by 2030 charging is becoming more and more commodity. We expect batteries with sufficient capacity and charging power to overcome driving range anxiety and lag of infrastructure. Besides privately owned vehicles we will see an increasing share of new mobility concepts. How can charging look like in the context of autonomous driving in urban and sub-urban areas?

How might we empower users to envision their future digital services?

The traditional development of digital services has reached its limits! Lots of new digital services fail the user’s expectation by providing a bad experience. How can we solve this problem? How can users be connected to leading-edge technologies? What motivates users to be involved and how do we effectively get feedback to improve systems and actually understand the user’s needs? In this workspace we try to give answers, we explore the involvement of the user through the entire development process, from an idea to the product, and we analyze methodologies such as design thinking, beta testing and pilot programs.

How might we enable electric mobility in urban areas?

The transition to electric mobility is happening at high speed. But beyond building electric vehicles, car manufacturers need to think about the way customers will be able to integrate electric cars in their everyday life. Especially in urban areas, transitioning to electric mobility means changing habits. What challenges do users face when transitioning to electric mobility in the city – both in terms of infrastructure and changes of habits? Which solutions might Audi, as a premium mobility provider, offer to face these challenges beyond the product „car“?

How might we change the future of mobility with hydrogen?

Emission-free mobility is here. There are several options, but none is broadly established yet. Several questions are still to be answered. How will it adapt to our lives? Or do we have to adapt our lives to it? Regarding keywords such as refueling time and range. Can digitalization and autonomous driving help establish emission-free mobility? What about the availability within cities? And even more challenging: on the countryside? Is hydrogen the key or should we concentrate on electricity? Or would it be best to entrench several both simultaneously in dependence of each craft’s usage purpose? How does the ideal portfolio of premium manufacturers and providers look like?

How might we be able to do an agile exchange and evaluation of Start-Ups onsite and asap?

Through our scouting activities, we witness a lot of radical new approaches and potentially disruptive innovations. A lot of those innovations are rooted in the start-up environment. Start-ups are used to work quick and agile – a working style that differs to the mode big corporations as the Audi AG are used to work in, based on the experience of their technology experts. That’s why we set up an agile concept that enables us to assess start-up based innovations: we call it “Easy Collaboration.”

In this workspace, we want you to challenge our concept with your ideas, experiences and feedback. Let us know what you think – what are your needs as a start-up? What prerequisites are essential to start a collaboration?

3 Panel Discussions

Sustainable Mobility

How realistic is sustainable private transport? How will shared mobility change our everyday lives and the car ownership structure? Which technologies will arise next? Together with our panel host Don Dahlmann we tried to find answers to this questions.

  • Don Dahlmann (Author, Journalist, Speaker, Consultant)
  • Lisa Füting (Audi Business Innovation GmbH)
  • Jens Stoewhase (Founder & editor in chief
  • Yu Zhao (Scott) (Senior Trend Analyst at Audi Innovation Research (AIR) Beijing)

The Mobility Quotient

Will automated vehicles really disrupt our routines? And if, to what extent will mobility patterns be changed? Jens Schippl and Torsten Fleischer, both researchers of mobility innovation and technology, were discussing this topic in Panel 3.

  • Jens Schippl (Research of mobility innovation and technology)
  • Torsten Fleischer (Research of mobility innovation and technology)

Smart Cities and Big Data

Which opportunities will arise for cities in terms of traffic flows, security and planning with the usage of open data? And what about the issue of privacy and data protection? That were the key questions of this Workspace in terms of discussing the possibilities of smart cities in connection with data.

  • Martin Randelhoff (Urban Planner and Transport Scientist)
  • Philipp Kraft (SVP Product E.ON)
  • Lutz Fügener (Head of Transportation Design at the University of Pforzheim, Co-owner of StudioFT and Freelance Journalist)

Gold for the MQ! Innovation Summit 

We are very happy to announce that we have just won the BrandEx Award in the category “Best Conference” for our MQ! Innovation Summit! Thanks to all our participants, speakers, presenters, fellows, and to our partners Pure Perfection GmbHplanworx AGSHOWEM Veranstaltungstechnik GmbH,IdealEvent GmbHe.w.enture GmbH, Planwerkstatt, Architects Company, tisch13, and SinnerSchrader. You have made the 2017 and 2018 MQ! an unforgettable and inspirational success.