How Will Audi's New Design Center Energize Its Vehicles?
Dec 10, 2017
Aside from speed, design is everything when it comes to German automobiles. The world’s most successful and dominant companies have mastered the best methods of attaining design excellence. If you’re looking for proof, just take a glance at Audi. Progressive design has allowed Audi to become a strong competitor with German giants BMW and Mercedes-Benz. One of the best examples of this is Audi’s recently unveiled design center.
The high-tech four-story design building is located in Ingolstadt, Germany within Audi’s existing campus. It’s impressive size and capabilities demonstrate exactly how dramatically Audi has grown its brand over the last 20 years. The new design building boasts large, open-plan work spaces that are equipped with state-of-the-art computer aided design tools and clay moel machining stations. A super computer and ultra-high resolution screens work in tandem to help designers craft variations of future car models in a faster and more efficient manner than ever before.
According to Andreas Mindt, Audi’s head of exterior design, the design center supports the overall goal of focusing on key design themes of prestige, sportiness, and progressive technology. “We want to emphasize the Quattro all wheel element, with a car that visually sits firmly on all four wheels, not just on the front or the rear.”
Beyond the exterior design of Audi cars, the interior receives the utmost attention as well. Though Audi’s cabins are widely praised, interior design chief Enzo Rothfuss wants to make even more progress. He is committed to developing sophisticated lighting, new finishing materials, and the use of multiple display screens. As Rothfuss explained, “The key is that these technologies need to be fully integrated. It shouldn’t look like someone forgot their iPad inside the car.”
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