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Marc Lichte: For me, that’s first class traveling
- The head of Audi Design on the future of individual mobility
- A technological sea change is causing a U-turn in the design process
- IAA show car reveals production-oriented perspective on the interior as a new world
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.