AUTO INDUSTRY NEWS

Los Angeles 2014 Preview: Audi launches into a new era of design

Los Angeles 2014 Preview:  Audi launches into a new era of design image

Text: Eric Tipan / Photos: Audi | posted October 15, 2014 07:52

Head of Design Marc Lichte to present revolutionary concept car

Audi is paving the way for a fresh, new perspective in automotive design with an innovative new concept vehicle that will be previewed by guests at the upcoming Los Angeles Auto Show beginning November 19.

This will be the very first Audi show car that bears the signature of the new Head of Design Marc Lichte.

45-year old Lichte was appointed Head of Audi Design in February 2014.  His task was to incorporate the ethos of the brand - sportiness, lightweight design and quattro drive – in the upcoming new design.

The result was, as Audi calls it, ‘a highly emotional and new design idiom’ that conveys the brand’s technical competence and uncompromising product quality.  This new concept is a statement by Audi ‘that vehicle design is becoming an even stronger expression of progressive technology’ and will mark a new start for Audi Design, both inside and out.