Audi is set to launch a new PlayStation Home space in December this year, and now they've gone on record to explain this decision:

"Most young people gain their first driving experience from video games," explains Kai Mensing, who is responsible for video games and virtual worlds in Online Marketing at Audi. "With the Audi Space, we can bring this target group into contact with our brand in a highly emotion-packed and interactive environment, and demonstrate our 'Vorsprung durch Technik' with the virtual e-tron race."

"It was important to us to create an environment with Audi Space that differed from a classic showroom at an Audi dealership," Mensing said. "To achieve that, we got together with the architects at Allmann Sattler Wappner and developed an interactive concept where the focus is on selected Audi models, making it possible to experience the brand in a selective, interactive way."

In addition to the initial release in December, Audi have said that they are committed to releasing additional content for the Audi Space in 2010.