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Car Design Review X: Marc Lichte, Audi

By 2024-01-10T13:39:00

Marc Lichte - Audi (serious) 0446

Audi design boss Marc Lichte shares his personal approach to design in this exclusive Car Design Review X interview   

Right now is the most exciting time to be a designer. Technology enables us to think of a car as a blank sheet of paper. If you integrate technology with progressive design it becomes a holistic concept, but there needs to be a perfect symbiosis between the teams.

In the early stages of a project, we put everybody in one room for up to six months: engineers, UX designers, the colour and trim, sales and marketing, from all our divisions in our Audi group. And then define roughly the product. Technology is integral to the evolution of car design. Automated driving will be the game changer and I want Audi to lead the way on this. Maybe we are not the first manufacturer delivering this technology, but I want…

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