Audi Design Boss: Future Vehicles Will be ‘Less Aggressive’
Don’t worry, as the design chief’s take on Audi’s activesphere concept indicates “aggressive” is open to interpretation.
Two weeks ago, Head of Audi Design Marc Lichte hinted Ingolstadt is considering building an electric off-roader meant to compete with high-end offerings like the Land Rover Defender and the Mercedes-Benz G-Class. Now, Lichte has revealed more about what’s in store for the Future of the Four Rings — and it’s sure to spark discussion among enthusiasts. Because in a conversation with our friends across the pond at Top Gear, he said the company’s new designs will be “softer, more friendly” and “less aggressive.”
Before we all pull out the pitchforks, however, let’s take a look at how he views Audi’s new activesphere concept:
I think this car I would say is not aggressive, it’s the opposite. It’s very soft, very friendly, very… there’s no edge on the exterior design.
Okay, there’s a lower layer which is really rugged, but we want to visualize this, no? I see, in general, car design will become more friendly. At Audi definitely. But I see this as a trend in general. Softer, more friendly, less aggressive.
OK, so I don’t know about you? But while the roofline might be smooth, overall, I think the activesphere concept looks pretty aggressive. So I don’t think we’re in any danger of Audi making all of its forthcoming products look like jelly beans. If you want a vehicle with truly “friendly” sheet metal, you’re probably still better off going with a third-gen Miata or a Dodge Neon. It’s pretty tough to top those two rides when it comes to warm-and-fuzzy vibes.
As the interview progresses, Lichte explains Audi’s pivot toward an all-electric lineup will allow it far more freedom when it comes to its designs, which makes a lot of sense. Because internal combustion engines, aside from making — sometimes deliberately fearsome — noises, also need large grilles and vent systems to keep them cool. And in recent years, those elements have been exaggerated to give vehicles an aggressive presence.
Sometimes, automakers even go as far as to add fake vents, and the less said about that, the better. So it’s easy to see why design folks would be thrilled at the opportunity to ditch them, and as a result, make kinder, gentler, looking cars.
The most curious section of the interview might be where Lichte cites the war in Ukraine as a reason that aggressive designs will fall out of favor. And while that might be true in the European market, if I had some advice to give him? I’d caution against thinking a current war, even one as well-covered as the one in Ukraine, will do anything to sate the desire of Americans for aggressive vehicles. After all, the United States has been at war for the vast majority of its existence, so it’s a little short-sighted to think this conflict will have any measurable impact on the population’s taste.
Image Source: Audi