Audi 2010 Annual Report Download - page 97
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95
The car of tomorrow – what
does it look like? Wolfgang
Egger, Head of Design for
the Audi Group, and Stefan
Sielaff , Head of Audi Design, ask them-
selves this question every day – and
answering it is becoming ever more
diffi cult. Trend researcher Professor
Peter Wippermann, based in Hamburg,
tried anyway and interviewed the two
chief designers about what kind of
designs would become feasible with
electric cars and whether the radiator
grille and the steering wheel would
become unnecessary.
Peter Wippermann: Is passion a prime
requirement for good car design?
Wolfgang Egger: Passion drives us to
continually reinterpret the brand. At
Audi, being innovative is a core value.
When you’re thinking about the car
of the future, you are looking many
years ahead. What motivates you in
that process?
Egger: One aspect is tradition. Audi has
a DNA that defi nes the brand. These are
unmistakable traits that have evolved
over 100 years. The car’s architecture is
typically Audi, and we also care what it
looks like. Aluminum is traditionally an
important material for us. The design
must refl ect that too.
To what extent do you take current
trends into account?
Stefan Sielaff :What’s essential
besides the brand DNA is how society
is developing on a global scale. On
the one hand it’s important not to
pursue passing trends. On the other,
to keep one’s ear to the ground. We
know for example that even today over
half of the world’s population lives
in megacities and that this tendency
will continue to increase. That’s one
parameter we take into account.
What are some of the others?
Sielaff :The question of how fast
or slow we’ll drive in the future for
instance will aff ect the aerodynamics,
and consequently the design.
An increasingly important catchword
in the cosmetics market is skin
tonicity. Young skin is taut. Everyone
wants to live long, without losing
any of this tautness. How do you deal
with this desire for youthfulness?
“We’re using hybrid technology to bridge the gap to the electric vehicle.
The question is how fast it will gain general acceptance.”
Stefan Sielaff (left) and Wolfgang Egger (center) were interviewed in Munich by trend researcher Professor Peter Wippermann.
Stefan Sielaff