The car industry is performing a 180-degree turn, full speed into the future. So how does a traditional brand manage this change? For Audi, by keeping to its progressive course and pulling ahead faster than ever. Its latest coup in the premium market? The RS e-tron GT.
Marc Lichte: Audi Head of Design
“The first electric cars were rather quirky creations. And that’s the reason why customers were slow to accept them. Humans are creatures of habit; they prefer to be introduced to change in a gentle, smooth way. Our greatest challenge is to look back at a tradition that extends over a hundred years and remain true to it moving forward. When it comes to e-mobility, the new brands emerging from China and the Silicon Valley are starting from zero, whereas at Audi we’re risking a 180-degree turn.
“Electro-mobility opens up new dimensions for our design, but we don’t want our electric models to look quirky. Our e-tron models are deliberately evolutionary; trimmed down to the essentials but daring all the same. We leave out just enough to make people think it’s too little – and then persuade them that the opposite is true.
“My working day is now fully digitalized: prototype models are printed out and moulded, sketches take shape on the tablet instead of on the drawing board. In my private life, I’m rather more analogue and spend a lot of time in nature. I grew up in a little place in Sauerland, western Germany. If I was sitting in school and noticed a breeze outside the window, I’d run home when the bell rang, throw my satchel into the corner and next thing I’d be out on the water in our dinghy. Even now I’m passionate about sailing. It’s that feeling of space, only the wind setting my limits. Sailing clears my head and makes space for new ideas.
“So far I’ve designed 50 or 60 models for Audi. They don’t all make it into the series. It takes four years to create a car, so before drawing a single line of the design, we try to think 10 years into the future: what trends will be waiting ahead of us? What will our world, our day-to-day life look like?
“The operating controls still determine the range of a car, but at some point the design needs to be informed by its intended usage. When we plan ahead we must always look closely at what’s realistic, what’s practical and what’s really in demand. Only a few years ago people thought we’d all be walking around wearing AR glasses by now.
“I have two daughters, who are aged 15 and 17. They’re totally involved in the movement to demand action on climate change, and I learn quite a bit from them. The definition of luxury has changed completely. The new luxury isn’t opulent, it’s sustainable — considerate and forward-looking. We’re all responsible for what happens tomorrow.
“I’m a perfectionist, and I can say this: the RS e-tron GT is a technical masterpiece. It measures just 1.4m high, and it’s capable of 0-62mph in only 3.5 seconds. From the outside, you would never believe that this sports car is a four-seater. Even I have enough headroom in the back, and I’m 6ft 2in tall. As a child, I dreamed of such perfect proportions. It’s never too early for visions.”
Henrik Wenders, Audi Head of Brand
“My first working day with Audi was 4 January 2020. The first three months consisted of getting to know every nook and cranny of the business and analysing the current situation. Without exception, I was met not with scepticism but with sincerity, openness and curiosity.
“I’ve been in the business for over 20 years and I know there are two things that decide the success of a company — a clear, holistic strategy, and people who are willing to get together and make that vision come true. The Audi workforce is bound together by a common passion for innovation and a solidarity. I came across this spirit among people in all departments, and I wanted to reproduce and amplify it in our brand identity. That’s how the slogan for our current campaign came into being: ‘Future is an attitude’.
“The feedback I got was overwhelming – the workforce felt recognised. But I know for some of our colleagues, the radical change being implemented throughout the car industry is bringing fear. I take this seriously because I know it can put a brake on progress. Before I came to Audi, I worked in China for four years. There, people live completely comfortably with this digital age, without apprehension. We Germans, on the other hand, are still largely pessimistic about the future. But it’s better to fail than not to try. Let’s be more optimistic!
“I’m no digital native, but I appreciate all the technical opportunities of our times. For example, I would never have thought I could be such a fan of my solar panels. I’ve got an app now that gives me hours of sunshine every day, and that makes me really happy. What’s more, I’ve also got a playlist on my smartphone for every season of the year and every mood. So whenever I’m travelling, I switch the music on and my brain off.
“I’m pleased to be able to create new things in the innovative ecosystem of our times. I don’t just mean in the technical and aesthetic sense, but also in our values and ideals. What lies ahead of us is in the DNA of Audi. We want people to join us and get excited about the future.”
To discover more about the new Audi RS e-tron GT, visit progress.audi
Official fuel consumption for the Audi e-tron range in mpg (l/100km): N/A. CO2 emissions: 0g/km. The Audi e-tron GT is a battery electric vehicle requiring mains electricity for charging. Figures shown are for comparability purposes and may not reflect real-life driving results. Zero emissions while driving. Model shown is the Audi RS e-tron GT. Features optional equipment
