Skip to content
Models

Design

Audi prologue – Design Sketch
Audi prologue – Design Sketch

The design is cited by Audi customers as the No. 1 reason for buying. It therefore plays a central role in the development of new models. The company is committed to systematic and long-term design development. This extends to every area of the car, from the interior and exterior to colors and materials to lighting design. The Audi design language is progressive and highly emotional; it expresses the technological competence and quality claim of the brand perfectly.

Press folders

  • 07/07/21
    Models

    Audi TechTalk Design

    A rapid technological shift is revolutionizing automobile design. Electromobility, digitization, and automated driving in particular ensure that the interior is the now the focus of the design process. Without the need to actually steer the vehicle, drivers gain new freedoms. The interior is transformed into a space for personal freedom. In the Audi TechTalk Design, we describe this paradigm shift and the new design possibilities resulting from it. We let experts report on the challenges of future design and explain how the three creative workshops in Ingolstadt, Beijing, and Malibu are using the latest methods to shape the automobile portfolio of tomorrow around the clock. All the relevant information and press materials can be found here.

Recent Press Releases

  • 07/20/21
    Models

    Marc Lichte: For me, that’s first class traveling

    What direction is auto design heading? This question imposes itself as more and more electric models arrive on the road. The most beautiful cars that have ever existed, some say. Too traditional, others grumble. Audi Design chief Marc Lichte has a clear perspective on this. In recent months, he and his team have been looking intensively at that sea change. In the interview, he gives an overview of how the technological changes have turned Audi’s design – even its design process – upside down.
  • 07/15/21
    Models

    Audi concept cars: Spheres with high tech

    In the coming months, Audi will use three innovative concept cars to illustrate how the brand will design the future of the luxury class. The shared root word “sphere” in their model names emphasizes all three designs’ focus on the new interior concept and the holistic digital ecosystem for a new world of experience inboard.
  • 07/15/21
    Models

    Inner worlds – the new architecture of mobility

    “As a designer, there has never been a time as exciting as today. Right now is the best time to rethink and reconfigure automobile design – to put it briefly: to lead car design into the future,” says Audi head designer Marc Lichte. In fact, behind his enthusiasm, behind the pure emotion lies one of the greatest revolutions in this history of the automobile.
  • 07/15/21
    Models

    The ABCs of Audi Design

    What do Color & Trim experts actually do? What is a mood board for? What’s the story with the package? A reference guide for important everyday terms from the Audi Design world.
  • 07/15/21
    Models

    Audi design studios: boundless creativity

    They challenge the everyday world and conventions and they're far ahead of their time: with a total of 450 experts, the design studios in Beijing, Malibu, and Ingolstadt form the germ cells for Audi’s new models, show cars, and innovative mobility concepts. Being established around the globe shows that Audi is a global brand and working nonstop on the automotive portfolio of the future. The locations are networked with one another via the design headquarters in Ingolstadt and keep in close contact. At the same time, these three creativity forges are also competing: before their designs become reality, first they have to prevail in internal competition. Moreover, Audi Design uses its studios in China and the US as seismographs: the teams track down trends on site from the fields of mobility, art, and culture and adapt them for local and international markets. “Vorsprung durch Technik, which means 'progress through technology', defines Audi as a global brand. To make that claim, we in Design also have to be right up close to developments and trends in the strategically important global markets,” says Marc Lichte, head of Audi Design. “That’s why we have our own design studios in China and the US, which give us direct input from those countries, but also concrete concepts and designs.”
  • 07/15/21
    Models

    “Design has to stir emotions”

    Audi Design is starting with a new pair of leaders for exterior and interior design in the future: Norbert Weber has been the head of Interior Design since October 2020 and Philipp Römers has been leading Exterior Design since March of this year. Together with head of Design Marc Lichte, they want to define the direction of the premium brand. It is a huge challenge, given the technological sea change due to electromobility, digitalization, and automated driving. After their first few months, they are sitting for a joint interview for the first time.
  • 06/03/21
    Models

    Regenerative Design: Audi at Design Shanghai 2021 in cooperation with Stella McCartney

    In 2021 Audi is once again represented at Design Shanghai as Headline Partner. At this design fair, the Four Rings brand is showing its focus on forward-looking, sustainable solutions. The fair stand impressively demonstrates the use of recycled materials in the Audi e-tron GT quattro as well as in Stella McCartney’s innovative products. The fair takes place from 3 to 6 June 2021 in the Shanghai World Expo Exhibition & Convention Center.
  • 01/21/21
    Models

    Marc Lichte: “Aesthetics arise from efficiency”

    “The most beautiful car I have ever drawn.” Marc Lichte, Head of Audi Design, chose these words in the fall of 2018, when the brand presented the Audi e-tron GT concept as a show car in Los Angeles. Two years later, the first fully electric gran turismo from Audi is about to celebrate its premiere as a series production model. This is the perfect time to talk to Marc Lichte about the importance of the e-tron GT.
  • 11/26/20
    Company

    Window into the future: Audi is the headline partner of Design Shanghai

    Audi is the headline partner of the Design Shanghai trade fair for the first time. At one of the leading design platforms, the automobile maker presents itself with themes for the future. The trade fair takes place from 26 to 29 November 2020 in the Shanghai World Expo Exhibition & Convention Center.
  • 10/21/20
    Models

    Readers’ choice for best new design features: Audi victorious in five out of ten categories

    Audi won half the trophies awarded today at the “Autonis” Awards ceremony. In the readers’ choice by auto motor and sport, the premium brand took home the coveted award in five of ten categories with models from many segments. The magazine honors the best new design features with the awards each year.
  • 07/07/20
    Models

    The Audi Q4 Sportback e-tron concept

    From a technical perspective, they are identical twins, but in terms of their shape, they each have their own unmistakable and characteristic features: The Audi Q4 e-tron concept gave visitors to the 2019 Geneva Motor Show a taste of the first compact electric SUV from Audi. With the Q4 Sportback e-tron, the brand is now presenting the second model of the product line that will go into production in 2021 as an SUV Coupé.
  • 04/17/19
    Models

    Audi A7 Sportback is “2019 World Luxury Car”

    The Audi A7 Sportback* is the “2019 World Luxury Car.” The A7 Sportback is the second Audi to take home the award after the Audi A8* won it last year. The awards were presented today at the New York International Auto Show.
  • 04/15/19
    Models

    Mobility for Megacities: Audi AI:ME

    At Auto Shanghai 2019, Audi is introducing a visionary mobility concept for the megacities of the future: The showcar, known as the Audi AI:ME, offers compact dimensions, a spacious, futuristic interior, and the ability to drive autonomously at level 4. This allows the occupants to do what they like with their time on board. The Audi AI:ME offers a broad range of high-tech features for communication, entertainment, or simply relaxation.
  • 09/20/18
    Models

    Readers’ Choice by auto, motor und sport: Audi Takes Top Place in Connectivity and Interior Design

    Audi is the leading automotive brand when it comes to connectivity, and its flagship, the Audi A8, is the best connected car. These are two results of the readers’ choice “Car Connectivity Award” carried out by renowned specialist magazine auto, motor und sport. Audi also won in the “Interior – design brand 2018” category of the “Autonis” competition, a further readers’ choice award presented by the magazine. The award ceremony will be held in Stuttgart on September 20, 2018.
  • 08/20/18
    Models

    Audi’s new full-size class – with the market introduction of the Q8 now complete

    The new Audi Q8 (combined fuel consumption in l/100 km: 6.8 – 6.6*; combined CO2 emissions in g/km: 179 – 172*) delivers its very own interpretation of a large four-door SUV coupé with its striking design and excellent adaptability. Together with the Audi A8, the Audi A7 Sportback and the Audi A6, it constitutes the new full-size class in the brand’s product portfolio. With their extensive package of innovative technologies, the full-size models once again underscore “Vorsprung durch Technik” and offer customers a great deal of utility value.
  • 07/30/18
    Models

    Audi PB 18 e-tron: show car world premiere at Pebble Beach Car Week

    Audi will reveal a world first during the 2018 Pebble Beach Car Week in California – a supercar concept car with electric drive. Pebble Beach Car Week, held every August in and around the Californian coastal city of Monterey, has long been considered the world’s most important forum for lovers of exquisite automobiles. Interest is not limited here to vintage cars but instead includes leading-edge design study concept cars and visionary technology.
  • 07/18/18
    Models

    The new Audi TT – an update for the design icon

    Twenty years after the series premiere of the original TT, the third generation of the Audi TT is receiving a comprehensive update. The design icon takes the stage with a sporty and refined exterior design, higher-powered engines and an extended scope of standard equipment.
  • 07/04/18
    Models

    Chill out: Audi e-tron prototype alone on the big stage

    Driver and passengers experience their surroundings in a whole new dimension in the Audi e-tron prototype. In addition to its generous space and the stylishly reduced design, Audi’s first electric car offers a high level of calm and, in turn, the perfect stage for the Bang & Olufsen 3D Premium Sound System. The full-size SUV also provides a new digital operating and display experience. It is the first volume-production car with virtual exterior mirrors.
  • 09/11/17
    Audi MediaCenter

    Audi Aicon concept car – autonomous on course for the future

    With the four-door design vision Audi Aicon, the brand with the four rings is presenting a autonomous Audi of the future – with no steering wheel or pedals. As a design concept, the four-door 2+2 boldly leaps ahead to show the exterior and interior design of the next decades. The technology demonstrator combines innovations relating to the drivetrain, suspension, digitalization and sustainability in a visionary manner. The Aicon, too, is designed for purely electric operation and should be able to cover distances between 700 and 800 kilometers (435.0 - 497.1 mi) on a single charge.
  • 07/11/17
    Models

    The new Audi A8: future of the luxury class

    Today is where the future begins in the luxury class: The new Audi A8 makes its world debut at the Audi Summit in Barcelona. In its fourth generation, the flagship model again provides the benchmark for Vorsprung durch Technik – with a new design language, an innovative touchscreen operating concept and a systematically electrified drive. The Audi A8 is also the first production automobile in the world to have been developed for highly automated driving. From 2018, Audi will gradually be taking piloted driving functions such as parking pilot, garage pilot and traffic jam pilot into production.
  • 07/07/17
    Models

    Interview Marc Lichte: „The new Audi A8 reflects the progressive face of the brand.”

    Marc Lichte has been Head of Audi Design since 2014. On July 11, 2017 the fourth generation of the Audi A8 will be presented at the Audi Summit in Barcelona. The luxury sedan emphasizes a new design language.
  • 04/18/17
    Models

    The architecture of e mobility: Audi e-tron Sportback concept

    Design study and technology demonstrator, electric car and power pack in the guise of a coupé: Audi presents a versatile concept car at the Auto Shanghai this spring. The four-door Gran Turismo Audi e-tron Sportback concept comes with a 320 kW electric drive. The formal idiom combines classic Audi elements with an array of trendsetting details: an electrifying architecture, tailored consistently to the technology and the package of the electric drive.
  • 09/02/15
    Models

    Audi Q7 wins for best premium interior design

    The new Audi Q7 has been named “Best of the Best” in the German Design Council’s Automotive Brand Contest 2015. The new Audi R8 is being honored in three categories. In addition, the Audi prologue concept cars are receiving “Special Mention” for exceptional innovation. In all, Audi is receiving 16 awards at the fifth edition of the competition.
  • 04/16/15
    Models

    The new form of automotive freedom: the Audi prologue allroad show car

    High-end technology and unrestricted everyday practicality, plus alluring elegance: The Audi prologue allroad is making its world premiere at Auto Shanghai. In any terrain, in any situation: the five-door model with the raised body provides a new emphasis in the Audi prologue show car family. Its operating concept enables digital interaction between driver and passengers; the plug-in hybrid drive impresses with 540 kW (734 hp), yet low consumption.
  • 02/25/15
    Models

    Sporty and elegant, versatile and connected – the Audi prologue Avant show car

    A design with dynamic elegance and the latest high end technologies: The Audi prologue Avant show car with its stretched roof which the brand is presenting at the Geneva Motor Show gives a look into the future – with the new and emotion filled design language that Audi has initiated with its study in the coupé, the prologue.
  • 11/19/14
    Models

    The Audi prologue show car – launching into a new design era

    Audi is launching into a new design era: At the Los Angeles Auto Show, Marc Lichte, Head of Design, is presenting the Audi prologue concept car. Lichte is giving the Audi brand a new styling direction in the large coupe.

More Content

Back to top