Audi is taking a new step towards its design language. There will be a greater differentiation between the model series and the future model generations will contain more technical aspects in their design. Another important change will be the exterior and interior of the models forming an even more cohesive unit. Just how this new strategic orientation can be implemented is demonstrated by the their latest concept car, the Audi Crosslane Coupé.
“Good design must always express a vision. We need something new without breaking with tradition Audi Design. Only when design and technology mesh perfectly does an automobile make a statement for the Audi brand,” Wolfgang Egger, Head of Design, Audi AG, said.
There will be a strong link between technology and design according to Audi’s new design language and philosophy. Technology will be exposed and no longer be enclosed. Audi Crosslane Coupé reflects the combination of technology and materials used in the design. In particular the Multimaterial Space Frame, a joint development of designers and lightweight construction experts is visible at multiple locations in the Crosslane Coupé.
The interior and exterior of future model generations are more closely intertwined than ever to create a seamless unity that makes it easier to distinguish the models by their interiors as well. The studio philosophy that has proved so effective at the Munich studio will now also make its way to the design studios in Ingolstadt. Audi Crosslane Coupé gives a taste of how the future models of the Audi Q family might look; it is the work of both the Munich design studio and the studios in Ingolstadt.
The new design strategy will result in greater differentiation between the A, R and Q model lines in the future. The design team is initially concentrating on the Q family. Audi Design is keen on making the single-frame grille more three-dimensional to support the powerful presence characterizing every Q model. The three-dimensional single-frame grille is the defining influence on the overall exterior design of the Q family.