Technology is constantly evolving and individual's needs and wants are changing: transitioning to e-mobility, automated driving and further digitalisation to reconfigure automobile design.
A technological shift is revolutionising vehicle design
Audi is well known for its design and it is the core selling point for the brand. The original design had a bulky combustion engine in the front of the vehicle, which shapes the vehicle's body. The interior was functional and high quality – a control centre, compact and subdivided by the centre tunnel and control elements. Audi is known to have comfortable seats for long distance travelling and a sufficient amount of luggage space.
The car of tomorrow: compact electric vehicles with the battery undeath the body. The interior, in the future, will drive fully or partly automatically and steering wheels and pedals could possibly disappear.
Audi Design head Marc Lichte asks the critical question: “What demands are users making of us? Do they want to be able to work in the car, read, or sleep? What purpose are we designing the car for? Long distances? Cities? Leisure? What does the appropriate interior need to look like for that?”