Audi, to the best of my knowledge, produces a fine range of cars, but the skill of the company's engineers is not matched by the skill of the copywriters in its advertising agency.
In its current TV ad campaign much is made of the technology that diverts otherwise wasted braking energy into charging the vehicle's battery. Capturing braking energy is not a new idea; some years ago, when still an inhabitant of JD's Engine Room, I was subbing technical reports of similar technology (regular Engine Room correspondent Clutchslip knows much more about it than I do).
It was described as a regenerative system, which my ageing OED Concise defines as "...breathe new and more vigorous life into". But in their search for an alternative word Audi's men in red braces have come up with recuperative, which the OED defines as "...recover from exhaustion, illness, loss etc". I wonder how much they were paid for describing their clients' products as exhausted and ailing?