Fortitude.com, a popular blog for Audi enthusiasts, was recently given an inside look into where Audi design is headed by the man in charge, Wolfgang Egger.

Citing the recent crosslane coupe showcar, Egger says Audi design will be guided by and be relevant to technology, exposing and revealing the technical aspects of the vehicle underneath.

He also cites that the interior will join the exterior in this endeavor in an effort to create a cohesive unified design statement, an aspect he apparently feels is lacking in the current design language.

Finally, Egger reinforces what we’ve seen since the move from Teutonic symmetry to even more driver oriented interiors, with an important differential- more clarity through less controls.

In my opinion, there are a few important aspects to what Egger states.

1) Revealing the technology, and joining the design with the engineering requires that the technology Audi is constantly being chased by the rest of the industry, LED lamps, signature lighting, lightweight structures, will advance even further to support Eggers credo. Everyone now, even the most economical brands have LED signature lighting, I can’t wait for what they have up their sleeve next.

2) This philosophy returns the language to a more technological approach than the emotional era of de Silva, beginning with the A5. In fact, it appears that Egger wants the technology to dictate the theme, so it’s even more authentic and honest than the Warkuss era of Teutonic design, which created the impression of the technology through perceived craftsmanship, but still was a visual cloak to the technology underneath. Interesting. It also means the design team moves further away from styling and more to design. That IMO is always good.

3) The statement around interior design us interesting for two reasons. First, Egger is looking to technology as a unifying element of interior and exterior themes into one statement. In this era of separate interior design studios, Egger apparently sees a relationship that is not always cohesive. There are many cases to be made for this observation.

Second, striving for a driver focused environment with simplicity of controls gives a glimpse into where Audi is going from an HMI perspective. Audis MMI was a direct shot across the bow of BMWs iDrive, not because Audi was first, but Audi made it better. So who is Audi benchmarking and how will they achieve a simpler interface in these days of ever evolving in car technology?

Clearly, interesting days lie ahead. Read the whole article on Fouritude.com

Image credits: Audi AG, Fourtitude.com
( Hat tip to Tony T! )

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