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Design

Marc Lichte and the Audi e-tron GT

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.

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.

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

08/19/22
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Audi activesphere concept

Audi activesphere concept – this is the name of the fourth model in the family of concept cars that Audi has been introducing since August 2021. Not only do they all have electric drives, but they’re also designed to be capable of automated driving. This technical layout gives rise to entirely new designs, especially of the interiors and the offerings for those on board to use their time productively or just relax. Audi’s sphere concept cars collectively showcase the vision of the premium mobility of tomorrow. The Audi activesphere concept, which is set to debut at the beginning of 2023, will offer maximum variability for an active lifestyle – both on and off-road. The brand will show off the three members of the sphere family that have already been introduced – the Audi skyphere, grandsphere and urbansphere concepts – for the first time together during Monterey Car Week in California in August 2022.
06/08/22
Models

Audi to show cooperation with Poliform at Milan Design Week

If Italy is known as the land of style, then Milan is without doubt the world capital of design. The annual Milan Design Week serves as incontrovertible proof that the northern Italian metropolis is justified in holding this title. This year, from June 6 to 13, the international design community will present products and ideas for shaping the design of the present and future. Audi will be there for the ninth time, this year showing its vision of the mobility of the future.
11/10/21
Models

Success for Audi: The e-tron GT wins the Golden Steering Wheel as the most beautiful car of the year

In Germany’s 2021 Goldenes Lenkrad (Golden Steering Wheel) awards, the Audi e-tron GT won in the Most Beautiful Car of the Year category. The winner in this category prevailed against 69 other car models. Readers of the motoring magazine Auto Bild, its counterparts elsewhere in Europe, and the newspaper Bild am Sonntag, all submitted their votes for this prestigious competition over the summer.
09/07/21
Models

Audi A6 e-tron concept at Milan Design Week

Emotional design, spectacular lighting technology, and perfect harmony – that’s what both the Audi brand and Dutch product designer Marcel Wanders are renowned for. In the Audi City Lab showroom designed by Wanders at Milan Design Week, the brand with the four rings will be exhibiting its impressive Audi A6 e-tron concept. In addition, Audi will also be presenting the RS e-tron GT and the Q4 e-tron to the public.
08/10/21
Models

Audi skysphere concept – the future is wide open

Audi has unveiled the first member of a new family of concept vehicles, a spectacular roadster. Audi skysphere concept is the name of the electric-powered, two-door convertible whose lines lead directly to the Audi design of tomorrow. With it, the brand is illustrating its vision for the progressive luxury segment of the future, in which the interior becomes an interactive space and the vehicle a platform for captivating experiences. This is being made possible thanks to autonomous driving, a revolutionary redesign of the interior, and a seamless digital ecosystem.
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.
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