APR is an Audi aftermarket tuning company. They make exhausts, engine chips, etc. This is an interesting product tie-in, similar to what we saw at E3 2010 with an aftermarket tuner car company working with a controller mfg for a PS3 controller with their branding.
That's a big wheel housing unit, btw. And what looks to be a large wheel rim diameter. And I see an Xbox game pad in the sim-pit. Hmmmm.
Here's a post at VirtualR by "Thomas" whom I am sure is Thomas J, the president of Fanatec:
Nice find! I was already wondering how long it will take until the first pictures appear
The wheel is a prototype made by the engineers of Audi and they reproduced the steering wheel of the Audi A1 Clubsport Quattro. It cost 17.000€ to make this wheel and it is a very unique piece. But at the moment we do not have plans to produce a mass market version of this rim.
The base is indeed a prototype of our new high-end wheel.
That's too bad, as a wheel using the Audi R8 steering wheel would be really cool. Like this one, it's flat on the bottom. And there are buttons on the wheel, plus paddles, IIRC.
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