LAS VEGAS - Audi announced a new way for owners to customize their Audi models: illuminated floor mats. Designed by Audi Electronics Research Lab, Palo Alto, Calif., the floor mats are an After Sales component, and will be available exclusively through Audi dealers in North America.

The Audi illuminated floor mats incorporate a cool-to-the-touch Light Emitting Diode pad, which glows through the vehicle's nameplate, integrated into the floor mat. Audi owners will be able to customize several factors, including the intensity of the light, color, materials, and even the graphics displayed on the floor mats. Several layers of different rubber materials achieve a homogenous illumination.

The illuminated floor mat is one more example of how Audi seeks to enhance the overall ownership experience, according to David Tait, Audi of America's lead After Sales executive.

"Audi owners have high expectations when it comes to the performance of their vehicle, as well as its appearance," said Tait. "This is a great visual enhancement that we know Audi owners will appreciate."

The Audi illuminated floor mat is one of several new technologies being showcased at the SEMA Show and available as part of Audi After Sales business segment.

Other Audi technologies featured at SEMA include a Wireless Charger (providing iPod and iPhone owners the ability to keep their devices fully juiced -- minus the cords), an iPhone Car Monitor, and an iPod Satellite Adapter.

Audi of America's emphasis on After Sales and the expansion of its portfolio of Genuine Audi Accessories is already generating significant success on top of a record vehicles sales year. The strategy has resulted in an all-time record sales year in the U.S. for its parts and accessory business.

Audi is also using its display to feature two extraordinary vehicles to the delight of the discriminating SEMA audience: the Autonomous Audi TTS Pikes Peak (fresh from a dramatic run up the Colorado landmark) and a head-turning, Audi R8 Custom Spyder by STa?SIS Engineering, equipped with a supercharged engine (5.2 FSIV10 - 710 HP).

In addition, Audi is showing SEMA attendees a look at several other vehicles serving as platforms for After Sales technologies and featuring body modifications that make them SEMA-worthy in their own right: the A4, A5, plus the Q5 and Q7 Custom Concepts.

"These technologies will grab the attention of SEMA attendees," added Tait. "It's been our experience that Audi owners love to personalize their vehicles in exciting and interesting new ways. Our show cars represent the pinnacle of what owners can do with an Audi, at the same time unleashing a variety of opportunities for our vendors."