At the 2016 Geneva Motor Show that recently passed, HighSnobiety sat down with some of Audi’s designers to discuss some of the new designs from Audi, such as the new Q2, how Quattro fits into the designs and even the Lunar Rover that Audi helped to design. They spoke with Marc Lichte, lead designer at Audi, as well as Audi exterior designers Matthias Fink and Andreas Mindt.
All three of them have been interested in car design at a young age, with Andreas having a father who was in the business, Marc who’ grandfather’s love of art and father’s love of cars combined into one passion for him and for Matthias who sort of found car design on his own at a young age. “We are all crazy for cars, but he (Andreas) is the craziest one.” says Marc.
When asked about the new Audi Q2 and if it branches away from the typical Audi design language, Andreas said “First of all, I think it fits 100% with Audi’s design direction, but in this case it’s a more nasty car, it’s a younger car, and it can break the rules a little bit, like a rebel.” followed by Marc, “He’s right, the car fits our brand values of being progressive, sophisticated and sporty. These are the basics of each Audi, you can find these with each current Audi and each Audi in the future. But there are a few things we want to highlight, because Audi is Quattro and this differentiates us from our competitors.”
They were also asked which Audi design they were most proud of and it was a unanimous decision for the Audi Prologue Concept. The Prologue set the design language for all Audis moving forward and represented a departure from the Walter da Silva years. “It’s a show car we designed, it shows direction for the future. There is a lot in the Prologue that you will see in the near future. It was fantastic when the car was driving around Rodeo Drive, there were some really good pictures.” said Andreas, followed by Marc, “It was honestly a very emotional moment for me, presenting this car in Los Angeles, and the reaction worldwide was amazing, I’m very proud of this.”
There are many Audi enthusiasts who are unhappy with the direction of Audi’s design language and are upset with the way the Audi Prologue looks. However, it seems as if this design team, lead by Marc Lichte, really understands how to capture the spirit of Audi and Quattro and really embrace the Vorsprung Durch Technik spirit that lives through Audi. After this interview, we feel relieved that the future of Audi’s design lies in the hands of these guys.