“It’s time to travel first class”

Maurizio Bertera

June 30th

Marc Lichte calls himself a lucky person. Among the many models he has designed, as Audi design leader, is the revolutionary e-tron GT: something that goes beyond the concept of a coupe. Easily in a few decades it will be an iconic car. “Passion counts and will always count in the car: it happens once in a lifetime to design such an important model. And a Gran Turismo always has something more: when I was little and I designed a car, it was still a sports car. Today, for work. I have designed more than a hundred, for me the GT will always be a special car “. But above all Lichte is the author of the trilogy of concepts that Audi has created to reinvent mobility and transform it into something different from what is known today. They are called skysphere, grandsphere and urbansphere: they have in common a goal, a vision that the German designer considers fundamental for the future of the car.

She always says it’s time to travel first class. What do you mean by her?

“Once I was asked how to define luxury, for me it is a simple calculation: luxury means time. The Audi of the future literally offers me time. Because while the self-driving car takes me from A to B on its own , I can relax, work or communicate with others. This visionary concept in combination with individual mobility is for me to travel in first class. One thing is clear: the switch to automated driving will change the game in individual mobility. So far we have always designed the new ones. models in the same way: first the engine was developed, then we decided how many people the vehicle should be for. In the end, the design came into play as a disguise for this decision. “

So everything is changing.

“That’s right. The new design process starts with the question of what the passengers’ needs are and how the car can enhance their stay into an experience in the best sense of the word. The focus now is not the classic combination of driver and car – steering wheel, instruments, pedals – but what happens in the car. The interior becomes the centerpiece of the Audi and thus a playground for individual tastes. We show this process perfectly with our spherical concept cars. While the skysphere is a roadster to two seats, the grandsphere concept presents itself as a concrete vision of a full-size sedan that could arrive by the middle of the decade. The urbansphere concept is instead a new revolutionary spatial concept “.

Today, talking about individual mobility also means the possibility of personalization and personalization of cars at the highest levels: can you explain your vision on this topic better?

“For us at Audi, premium mobility means freedom. With our human-centric design, we focus completely on people. As a human being, you have your own wishes and feelings. In the car, however, you always had to adapt to a certain environment. We truly believe: it is not the car that should dictate how passengers move or interact with it. Rather, the users, the people in the vehicle, should be able to act as they want. We questioned the status quo. “.

At the Milan Design Week, you brought the grandsphere that struck the public for the vision of housing concepts.

“The basic idea was to create a first-class lounge on wheels, a very special place: quiet, large, spacious and at the same time very comfortable. And to keep the airy sense of space, regardless of whether the passengers are driving alone or are being driven in automated driving mode. While the passenger compartment offers the greatest possible comfort for the individual needs of passengers, the digital components of the grandsphere concept are designed to make time on board particularly efficient and relaxing. before taking his seat, he identifies immediately. This is very important for any designer. ”

Is it true that it recognizes passengers?

“He greets them with an individual staging of the displays and ambient light. Then the seat positions and numerous personal comfort functions are set automatically. Thanks to Audi’s own services and the ability to integrate digital services, the possibilities are almost Endless. These can be used to access a variety of service options related to the current trip, such as designing a spectacular scenic route, as well as restaurant or hotel options. The vehicle also takes care of day-to-day activities beyond the trip . Even information on the current destination or the automatic management of parking and recharging “.

A doubt arises: as for the experiential features that the car will provide to the driver, will it be available for everyone or only for premium brands / high-end cars?

“Our concept cars show what will be possible in the future. Audi is a design brand that stands for pure, timeless and uncompromising form. We constantly combine this cutting-edge design with innovative technology, thus bringing form and function, design and technology, in perfect harmony. Yes, Audi was, is and will be a premium brand. However, this is one of the advantages of being part of the Volkswagen group: there is a brand tailored to meet the needs of every driver. ”

Audi style has always been extremely exciting. With the design of the future, how can people’s hearts be touched?

“By giving them maximum freedom. And, of course, by thrilling them. That will never change. We will continue to work to ensure that every morning our customers and our customers go to the garage and wait with trepidation for the door behind the door to open. which there is a car with an exciting design, which offers meaningful and exciting experiences “.