Audi is taking its design in a new direction

Article by Christian A., on November 7, 2012

Audi is implementing changes to its design. There will be more differentiation between the model series. 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.

The 2 plus 2 seat Audi Crosslane Coupé is 4.21 m (13.81 ft) in length, 1.88 m (6.17 ft) in width, and 1.51 m (4.95 ft) in height, with a 2.56 m (8.40 ft) wheelbase. Its body’s design conveys power and allure, and it already hints at the design ethos of the future Audi Q generations.

The single-framed grille, subdivided by struts into segments, leads the front. Its predominate frame integrates the support of the Multimaterial Space Frame. This solution embodies the ideals of the Crosslane Coupé: a completely new synthesis of fundamental ideals, engineering, and style.

Trapezoid headlamps use Audi’s Matrix LED technology. Small, individually-controlled LEDs produce all the lighting, and micro-reflectors allow for precise placement. The bumper includes big, mostly smooth air intakes. Through two slender openings in the front, one can glimpse at the upper aluminium components of the Multimaterial Space Frame.

The horizontal edges of the sides dominate the features over the wheels. The lowered greenhouse narrows into a flattened C-post, highlighting the vehicle’s coupé-like characteristics. The doors spread quite a way down due to the space frame, as it allows much lower sills. Opening the doors reveal the aluminium elements of the Multimaterial Space Frame.

Topics: audi, design

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