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Audi A8: The World's First Level 3 Autonomous Vehicle
Maya Kumar; Berend van der KolkCase IVEY-9B20M027-EStrategyThis case, set in May 2019, details the launch strategy of the German automobile company AUDI AG (Audi) for its model A8 sedan, the world’s first Level 3 Society of Automotive Engineers (SAE) conditional automated vehicle. A Level 3 vehicle uses technology and artificial intelligence (AI) algorithms derived from advanced programming to control itself under specific conditions, enabling the human driver to take their eyes off the road and their ha...Starting at €8.20