Audi launches a mobile entertainment system that emphasizes safety and engagement for families

Leveraging insights from field research in China and the United States, frog helped Audi advance rear seat entertainment with the launch of the Audi Entertainment mobile (AEm). By allowing adults to control content from a mobile phone, the AEm results in a safer in-car learning and entertainment experience for the entire family.

“The insights from frog’s ride-along research with Audi customers helped us reimagine the rear seat entertainment experience together. As a result, the new AEm has been a great success for Audi and its customers. The cooperation between Audi and frog worked well.”

Marcus Brinkheinrich, Product Manager, Audi Genuine Accessories

Exceptional Usability

The AEm benefits from a streamlined interface design, which is simple enough to be used at arm’s length, while in motion, by children who cannot yet read. Mistake-friendly usability functions, such as one button interfaces, make interactions easy and fun.

Parental Control

The AEm allows content to be controlled from the front of the car, ensuring oversight without switching seats. This need was discovered during research in China, where one parent often joins their child in the rear seat to control educational content.


Unlike the single solution DVD player it replaces, the AEm is a multi-purpose tablet that easily docks into the seatback and can be quickly removed for use outside of the car.

key milestones


The Audi Entertainment mobile won the Plus X Award for “Best Product” recognized for its “Innovation, High Quality, Design, Ease of Use and Functionality.”

November 2015

Audi successfully launched the AEm, making it the first tablet developed specifically for use in vehicles that can also be used outside of the car.

5 months

The AEm exceeded Audi sales projections within five months of launching.

Since launching in November 2015, the AEm has outsold Audi’s market projections and has been awarded for its innovative design and outstanding usability.

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