Audi 2008 Annual Report Download - page 34

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you always have to keep one step ahead of the times –
those are the rules of the game.
What other key challenges do you see for Audi over the
next few years? The success of the A1, which you are
hoping to bring to market in the coming year?
Stadler: In principle, I am focused on the success of the
entire brand. But of course, introducing the A1 is an impor-
tant subject for us. I have supported and monitored the
creation, design and initial planning of this model from the
very beginning. It will come as no surprise that I am truly
convinced it will be a success.
Will this newcomer’s design differ radically from other
Audi models? After all, Stefan Sielaff, chief designer for
the Audi brand, recently said that the vehicle form would
be significantly influenced by environmental demands,
for instance by a drag coefficient of less than 0.33.
Stadler: Obviously, an extremely aerodynamic car is going
to look different from a conventional one. As a result of
the environmental debate, new technical factors are being
introduced that will certainly influence our design and
pose a challenge. But that is precisely what is so exciting
about our job: developing and finding solutions. And that’s
why we have designers, technicians and engineers. In the
end, I know we will be happy with a result that not only
meets environmental requirements, but exudes enough
individuality to make it unmistakable.
Isn’t this need for individuality in fact the meta-theme of
contemporary design?
Medda: You have to differentiate here between industrial
design of a classic nature and the creation of individual
pieces and limited editions. As far as the latter is con-
cerned, since it has to do with a different and much more
intensively handcrafted approach, then individuality and
uniqueness naturally play a more important role than they
do in traditional industrial design. But even products
geared towards the mass market are beginning to exhibit
the same trend, which only goes to show how individuality
is playing an increasingly important role here as well.
Stadler: Are you alluding to personalized design?
Medda: Yes. With customers becoming ever more aware of
design and improved technical possibilities, it has become
completely normal to find a product being manufactured
in countless variations – options a customer can choose for
himself. Anyone who cannot – or will not – offer such op-
tions to his customers is going to fall quickly behind.
Stadler: I welcome this development with open arms; it
means customers will identify even more closely with their
products of choice. For example, anyone buying an A8 can
choose almost any color for the leather interior. In our
factories, 36,500 stitches are sewn according to the cus-
tomer’s individual wish. This is a service that unites our
brand’s claim to perfection with the individual needs of
our customers. It’s one of the ways a brand acquires sub-
stance. It means that as a signature brand we are able to
conform to society’s new understanding of luxury. Cus-
tomers aren’t just looking for craftsmanship and high-
quality products; they are looking for intangible assets
like charisma and style – that unique something, in other
words, which offers superb handcrafted quality and also
meets their wide-ranging needs.
Medda: What are some of the most unusual design re-
quests you have had from your customers?
Stadler: Unusual requests are certainly no rarity. One of
Vorsprung Progressiveness
INTERESTING DISCUSSION
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DESIGN MIAMI/TM
In 2008, AUDI AG was
the exclusive automotive
partner and exhibitor
at Design Miami/ for the
third time. Inspired by
the fair’s theme “Beyond
Organic – Design in
the State of Nature,”
the Audi brand interpreted modern design under the in-
fluence of nature with its installation “Audi Coastline
Marina.” The main attraction: the Audi Q7 coastline. The
fair is considered a highlight on the design calendar and
is held twice annually, in Basel and Miami.
DESIGN AWARDS
The Audi brand once again demonstrated its commitment
to the world of culture in 2008. In cooperation with design
colleges and ART COLOGNE, the sales regions presented
the “Audi Art Award for New Talents” and the “Audi
Design Award.” Audi France has been honoring up-and-
coming artists in the areas of contemporary art, industrial
design, sports and music with the “Audi Talents Award”
annually since 2007. In the UK, the Audi brand founded
the “Audi Design Foundation” in 1997. The foundation
supports artists and young designers who make a posi-
tive difference in people’s everyday lives with their work.
AUDI AG sponsors the “Audi Mentor Prize by A&W,” which
the well-known German home and design publication
“Architektur und Wohnen” has awarded to up-and-coming
designers since 1997.
“It is important that our claim
‘Vorsprung durch Technik’ is under-
scored by each and every detail
of our cars. And that applies to
both the visual and tactile appeal
of our vehicles.”
Rupert Stadler, Chairman of the Board of Management, AUDI AG