Audi Taking A New Design Direction
Audi will have more differentiation between the model series soon. Audi’s future model generations will show more technical aspects in the design. Audi’s new design strategy also includes a more cohesive unit for the exterior and interior form. In fact, Audi’s crosslane coupé, the current show car, demonstrates the new strategic orientation. According to the Head of Audi Design Wolfgang Egger, “good design must always express a vision.” He added that automotive design is “ready for a change” but it doesn’t want to break with tradition.
Reorganization has taken place at Audi Design. Presently, Egger and his team are redefining their focus. The emphasis is more on the creative process and so, more effort is exerted on having a significant influence on the design of future Audi products. The focus of the refined Audi design language and philosophy is the strong link between technology and design. Egger has this credo: “Only when design and technology mesh perfectly does an automobile make a statement for the Audi brand.” This means that technology will be exposed instead of being enclosed. Audi will be strongly focusing on the internal technical elements, creating a new dimension of product authenticity. The Audi crosslane coupé’s design reflects the pure technology and innovative combinations of the materials.
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