What Are Audi’s Designers Considering?

With the shift away from internal-combustion engines to electrification and the march towards automated and autonomous automobiles, we’re in essentially the most transformative second in automotive historical past. Audi is among the earliest adopters of latest expertise, and as engineering evolves, so does design. Somewhat than creating radically totally different designs for its preliminary e-tron EV choices, Audi opts for extra conventional styling that creates a bridge between the previous and future, however that is solely step one.

We sat down with Oliver Hoffmann, Audi’s chief improvement officer, and head of design Marc Lichte in Audi’s Malibu, California, Design Loft to listen to their ideas on Audi’s subsequent steps.

As Lichte factors out, having design studios in each California and Beijing permits designers to attract inspiration from Audi’s most necessary markets. There are totally different sensibilities associated to every, however appearances should nonetheless stay unmistakably Audi. As he describes it, “A Coke bottle is recognizable wherever on the planet, however the tastes fluctuate barely relying on the area.”

With the appearance of EV structure’s “skateboard” chassis, designers have newfound freedom with fewer of the constraints discovered with internal-combustion drivelines. That is to not say battles between designers and engineers are a factor of the previous. Hoffman quips that there are nonetheless discussions on millimeter scales, often in regard to car top.

Design expertise can also be evolving. Upon coming into the Malibu Design Loft, there isn’t any scent of clay or markers. All the things is now digital and incorporates 3D VR modeling for a extra seamless and environment friendly workflow that spans continents. In consequence, Audi has been creating ideas at a speedy tempo.

Reinventing the SUV?

Audi christened the Design Loft final 12 months with a rollout of the Skysphere variable-wheelbase idea. The “sphere” nomenclature refers back to the inside house, which receives precedence over exterior styling at first. China responded with the Urbansphere minivan-esque car, which supplies us a glimpse of how automated driving will have an effect on interiors for the reason that driver will probably be free of driving duties.

Subsequent up is the forthcoming Activesphere idea, which Lichte says will combine automated driving and symbolize the following massive step in Audi’s design path. He hints that even the definition of an SUV will evolve as automobiles can have lowered journey heights to maximise aerodynamic efficiencies.

His enthusiasm for this subsequent idea is palpable, and we’re admittedly excited to see how Audi adapts and evolves to this altering panorama. One factor is for certain: the longer term will look very totally different.