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https://isc.sans.edu/forums/diary/The+80s+called+They+Want+T...
In reality most Audi in Germany seem to be driven by business people and consultants that need to travel a lot on the Autobahn, and i can imagine some of them wanting to have fun while spending 3+ hours a day driving, but most of them would be glad to do other stuff during that time.
But they probably did some market research, we will see if it works out for them.
The argument they brought up again and again is that they are very concerned about taking away the fun of the driving. I think their marketing team told them to use the term piloted driving, to make sure no customer believes the new cars will take the steering wheel out of the customers hands and take his ability to drive in a fun way. I guess that comes from the view they have of themselves as producers of fun to drive cars, which the customers buy for the sake of having fun driving them.
If you drive in a nice Audi it seems to be hard to imagine that for most people driving a car is not as much fun. They also made it clear that they will rather not having an autonomous car then having one which would be not "Audi" looking ( camera on top etc.). At least they use these arguments when they talk about the Google car being no threat to them.