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Scott Keogh - The Nature of a Propelling Question


Scott Keogh, the President and CEO of Audi of America, tells the story of how Audi developed the R10 TDI car for the famous twenty-four-hour Le Mans race in 2006. The obvious question for a team working to develop a new race-car would have been "How can we build a faster car?" But Audi is a company that has at its heart being "progressive," and so instead of asking his team the obvious question, the Chief Engineer asked a more progressive one: "How could we win Le Mans if our car would go no faster than anyone else's?" A bold ambition with a significant constraint, plus a propelling question, took them to put diesel technology into their race-cars for the first time. Additional footage: Audi MediaServices ...(read more)


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