Eight Things We Learned From Audi Chief Designer Marc Lichte
11-29-2014, 06:49 AM
#1
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Eight Things We Learned From Audi Chief Designer Marc Lichte
Some interesting upcoming Audi design cues---From Automobile.com.....
Eight Things We Learned From Audi Chief Designer Marc Lichte in L.A.
November 26, 2014 | by Eric Weiner
"Following the reveal of the Audi Prologue concept at the 2014 Los Angeles auto show, we had the chance to sit down with Audi chief designer Marc Lichte (pictured below, on the right) for a more in-depth discussion about where the brand's design is headed. Here's what we learned:
1. The Audi Prologue concept is a preview of the next-gen A8, A7, and A6. If people have criticized the Prologue for lacking uniqueness, it's likely because it is a combination of elements from all three future models. Lichte insists that the Prologue is the "essence" of the A8, A7, and A6, but each individual model stands out from the pack with its own character.
2. First to get the Prologue treatment will be the Audi A8, based on the MLB platform. Design evolution at Audi will happen in a top-down fashion, to highlight the halo status of the A8. After the new full-size sedan rolls out we'll see a new A7, then an A6, and so on. Given that the new A4 was already cemented by the time he arrived at Audi in February, Lichte says his design language won't take over that model until about five years down the line.
3. The next Audi A7 will remain beautiful and distinctive. Lichte agrees when we say the A7 is the best-looking vehicle in Audi's current stable, and he assures us that there is a worthy successor coming. "The current A7 is a character car, and we'll be keeping that status for the next model." He is also pushing for greater differentiation between the trim lines in all Audi vehicles, so expect cars like the next Audi S7 to head in a more individual design direction compared to the base models.
4. Tesla's touchscreen interface helped inspire what we see on the Prologue. From an interface perspective, Lichte is impressed with how the iPad-like touchscreen on the Model S consolidates functions to one area. Where Audi takes that idea to the next level is by making it much more aesthetic. As for the virtual cockpit seen on the new Audi TT, that technology will most likely remain part of the sports car formula rather than spreading throughout the model range.
5. "Audi needs a car on top of the A8." Clearly the need for a true flagship vehicle is still part of the conversation at Audi. Although Lichte does not say when, we expect the so-called Audi A9 four-seat super-luxury vehicle is well on the way.
6. The Audi TT family is set to grow. Previewed with concepts like the TT Offroad concept from the 2014 Beijing show and the TT Sportback from this year's Paris show, a crossover or hatchback version of the Audi TT is in no way just auto show frivolity. We do know, however, that the wild Nanuk Quattro crossover sports car concept is indeed dead in the water.
7. The Sport Quattro concept from the 2013 Frankfurt show is likely going to production. The high-end, all-wheel-drive, high-output plug-in hybrid powertrain from the concept would likely be toned down for production, but Lichte still calls it "a sports car without a compromise."
8. When you're a designer, you can doodle during company meetings and still be working. Lichte says even in important Audi meetings, he's always sketching new ideas, and you can tell when he gets a pencil in his hand that if he didn't, he might explode from excitement. He runs to the next room to grab his personal sketchbook, which is filled practically cover to cover with cars of all shapes and sizes..."
Eight Things We Learned From Audi Chief Designer Marc Lichte in L.A.
November 26, 2014 | by Eric Weiner
"Following the reveal of the Audi Prologue concept at the 2014 Los Angeles auto show, we had the chance to sit down with Audi chief designer Marc Lichte (pictured below, on the right) for a more in-depth discussion about where the brand's design is headed. Here's what we learned:
1. The Audi Prologue concept is a preview of the next-gen A8, A7, and A6. If people have criticized the Prologue for lacking uniqueness, it's likely because it is a combination of elements from all three future models. Lichte insists that the Prologue is the "essence" of the A8, A7, and A6, but each individual model stands out from the pack with its own character.
2. First to get the Prologue treatment will be the Audi A8, based on the MLB platform. Design evolution at Audi will happen in a top-down fashion, to highlight the halo status of the A8. After the new full-size sedan rolls out we'll see a new A7, then an A6, and so on. Given that the new A4 was already cemented by the time he arrived at Audi in February, Lichte says his design language won't take over that model until about five years down the line.
3. The next Audi A7 will remain beautiful and distinctive. Lichte agrees when we say the A7 is the best-looking vehicle in Audi's current stable, and he assures us that there is a worthy successor coming. "The current A7 is a character car, and we'll be keeping that status for the next model." He is also pushing for greater differentiation between the trim lines in all Audi vehicles, so expect cars like the next Audi S7 to head in a more individual design direction compared to the base models.
4. Tesla's touchscreen interface helped inspire what we see on the Prologue. From an interface perspective, Lichte is impressed with how the iPad-like touchscreen on the Model S consolidates functions to one area. Where Audi takes that idea to the next level is by making it much more aesthetic. As for the virtual cockpit seen on the new Audi TT, that technology will most likely remain part of the sports car formula rather than spreading throughout the model range.
5. "Audi needs a car on top of the A8." Clearly the need for a true flagship vehicle is still part of the conversation at Audi. Although Lichte does not say when, we expect the so-called Audi A9 four-seat super-luxury vehicle is well on the way.
6. The Audi TT family is set to grow. Previewed with concepts like the TT Offroad concept from the 2014 Beijing show and the TT Sportback from this year's Paris show, a crossover or hatchback version of the Audi TT is in no way just auto show frivolity. We do know, however, that the wild Nanuk Quattro crossover sports car concept is indeed dead in the water.
7. The Sport Quattro concept from the 2013 Frankfurt show is likely going to production. The high-end, all-wheel-drive, high-output plug-in hybrid powertrain from the concept would likely be toned down for production, but Lichte still calls it "a sports car without a compromise."
8. When you're a designer, you can doodle during company meetings and still be working. Lichte says even in important Audi meetings, he's always sketching new ideas, and you can tell when he gets a pencil in his hand that if he didn't, he might explode from excitement. He runs to the next room to grab his personal sketchbook, which is filled practically cover to cover with cars of all shapes and sizes..."
11-29-2014, 07:00 AM
#2
AudiWorld Super User
Very interesting.
1) Yep... most people don't understand the definition of prologue
2) Snoopy dance
3) I hope that does not translate to roundy shapes across the line
4) Going to have the trust Audi, as always, on this one
5)
1) Yep... most people don't understand the definition of prologue
2) Snoopy dance
3) I hope that does not translate to roundy shapes across the line
4) Going to have the trust Audi, as always, on this one
5)
11-29-2014, 05:32 PM
#3
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Some interesting upcoming Audi design cues---From Automobile.com.....
Eight Things We Learned From Audi Chief Designer Marc Lichte in L.A.
November 26, 2014 | by Eric Weiner
"Following the reveal of the Audi Prologue concept at the 2014 Los Angeles auto show, we had the chance to sit down with Audi chief designer Marc Lichte (pictured below, on the right) for a more in-depth discussion about where the brand's design is headed. Here's what we learned:
1. The Audi Prologue concept is a preview of the next-gen A8, A7, and A6. If people have criticized the Prologue for lacking uniqueness, it's likely because it is a combination of elements from all three future models. Lichte insists that the Prologue is the "essence" of the A8, A7, and A6, but each individual model stands out from the pack with its own character.
2. First to get the Prologue treatment will be the Audi A8, based on the MLB platform. Design evolution at Audi will happen in a top-down fashion, to highlight the halo status of the A8. After the new full-size sedan rolls out we'll see a new A7, then an A6, and so on. Given that the new A4 was already cemented by the time he arrived at Audi in February, Lichte says his design language won't take over that model until about five years down the line.
3. The next Audi A7 will remain beautiful and distinctive. Lichte agrees when we say the A7 is the best-looking vehicle in Audi's current stable, and he assures us that there is a worthy successor coming. "The current A7 is a character car, and we'll be keeping that status for the next model." He is also pushing for greater differentiation between the trim lines in all Audi vehicles, so expect cars like the next Audi S7 to head in a more individual design direction compared to the base models.
4. Tesla's touchscreen interface helped inspire what we see on the Prologue. From an interface perspective, Lichte is impressed with how the iPad-like touchscreen on the Model S consolidates functions to one area. Where Audi takes that idea to the next level is by making it much more aesthetic. As for the virtual cockpit seen on the new Audi TT, that technology will most likely remain part of the sports car formula rather than spreading throughout the model range.
5. "Audi needs a car on top of the A8." Clearly the need for a true flagship vehicle is still part of the conversation at Audi. Although Lichte does not say when, we expect the so-called Audi A9 four-seat super-luxury vehicle is well on the way.
6. The Audi TT family is set to grow. Previewed with concepts like the TT Offroad concept from the 2014 Beijing show and the TT Sportback from this year's Paris show, a crossover or hatchback version of the Audi TT is in no way just auto show frivolity. We do know, however, that the wild Nanuk Quattro crossover sports car concept is indeed dead in the water.
7. The Sport Quattro concept from the 2013 Frankfurt show is likely going to production. The high-end, all-wheel-drive, high-output plug-in hybrid powertrain from the concept would likely be toned down for production, but Lichte still calls it "a sports car without a compromise."
8. When you're a designer, you can doodle during company meetings and still be working. Lichte says even in important Audi meetings, he's always sketching new ideas, and you can tell when he gets a pencil in his hand that if he didn't, he might explode from excitement. He runs to the next room to grab his personal sketchbook, which is filled practically cover to cover with cars of all shapes and sizes..."
Eight Things We Learned From Audi Chief Designer Marc Lichte in L.A.
November 26, 2014 | by Eric Weiner
"Following the reveal of the Audi Prologue concept at the 2014 Los Angeles auto show, we had the chance to sit down with Audi chief designer Marc Lichte (pictured below, on the right) for a more in-depth discussion about where the brand's design is headed. Here's what we learned:
1. The Audi Prologue concept is a preview of the next-gen A8, A7, and A6. If people have criticized the Prologue for lacking uniqueness, it's likely because it is a combination of elements from all three future models. Lichte insists that the Prologue is the "essence" of the A8, A7, and A6, but each individual model stands out from the pack with its own character.
2. First to get the Prologue treatment will be the Audi A8, based on the MLB platform. Design evolution at Audi will happen in a top-down fashion, to highlight the halo status of the A8. After the new full-size sedan rolls out we'll see a new A7, then an A6, and so on. Given that the new A4 was already cemented by the time he arrived at Audi in February, Lichte says his design language won't take over that model until about five years down the line.
3. The next Audi A7 will remain beautiful and distinctive. Lichte agrees when we say the A7 is the best-looking vehicle in Audi's current stable, and he assures us that there is a worthy successor coming. "The current A7 is a character car, and we'll be keeping that status for the next model." He is also pushing for greater differentiation between the trim lines in all Audi vehicles, so expect cars like the next Audi S7 to head in a more individual design direction compared to the base models.
4. Tesla's touchscreen interface helped inspire what we see on the Prologue. From an interface perspective, Lichte is impressed with how the iPad-like touchscreen on the Model S consolidates functions to one area. Where Audi takes that idea to the next level is by making it much more aesthetic. As for the virtual cockpit seen on the new Audi TT, that technology will most likely remain part of the sports car formula rather than spreading throughout the model range.
5. "Audi needs a car on top of the A8." Clearly the need for a true flagship vehicle is still part of the conversation at Audi. Although Lichte does not say when, we expect the so-called Audi A9 four-seat super-luxury vehicle is well on the way.
6. The Audi TT family is set to grow. Previewed with concepts like the TT Offroad concept from the 2014 Beijing show and the TT Sportback from this year's Paris show, a crossover or hatchback version of the Audi TT is in no way just auto show frivolity. We do know, however, that the wild Nanuk Quattro crossover sports car concept is indeed dead in the water.
7. The Sport Quattro concept from the 2013 Frankfurt show is likely going to production. The high-end, all-wheel-drive, high-output plug-in hybrid powertrain from the concept would likely be toned down for production, but Lichte still calls it "a sports car without a compromise."
8. When you're a designer, you can doodle during company meetings and still be working. Lichte says even in important Audi meetings, he's always sketching new ideas, and you can tell when he gets a pencil in his hand that if he didn't, he might explode from excitement. He runs to the next room to grab his personal sketchbook, which is filled practically cover to cover with cars of all shapes and sizes..."
Great summary. I have my eye on that next A8/S8....
12-09-2014, 08:57 AM
#4
AudiWorld Member
12-10-2014, 06:35 AM
#5
Some of the tech updates proposed/discussed sound just like what I as an A8 driver have wanted for a while e.g presenting frequent routes/destinations when a key gets into the car.
It's almost like they listen to us or understand their customer base.
I hope they do my "cooled gear lever" request :-)
CeBit 2015 (6th Jan for the Audi demo) will present more fancy stuff I hear on the rumour mill.
It's almost like they listen to us or understand their customer base.
I hope they do my "cooled gear lever" request :-)
CeBit 2015 (6th Jan for the Audi demo) will present more fancy stuff I hear on the rumour mill.
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