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LA show: Audi has designs on the future

Overhead projection: Audi released this teaser image of its Los Angeles motor show concept that will break new ground in style for the four-ring brand.

Audi’s new style direction to take wing in City of Angels on swoopy show concept

Audi logo15 Oct 2014

By RON HAMMERTON

AUDI’S future design direction will be revealed at November’s Los Angeles motor show when the German manufacturer pulls the wraps from a mystery concept car.

Described by Audi as “revolutionary” and “a new beginning”, the car bears the signature of Audi’s new head of design, Marc Lichte, who joined the four-ring brand from parent company Volkswagen in February.

The LA concept might also contain some technological innovation, as it will be jointly unveiled by Mr Lichte and VW Group technical development board member Ulrich Hackenberg.

A teaser image released today shows an overhead view of a sporty-looking car with bulging flanks.

European media speculates the car represents the forerunner of an all-new upper luxury model dubbed A9, which is said to be a four-door “coupe”.

Mr Lichte, 45, said recently the new Audi TT Sportback provided some hints of the new design language.

However, those hints are likely to be confined to areas such as the grille, which has an evolution of Audi’s “single frame” design.

The Los Angeles concept will adopt the full design change, including a makeover for the interior.

Audi said the new style will reflect the “core competences of the brand – sportiness, lightweight design and quattro drive”, which Mr Lichte regarded as highly important.

“In a highly emotional and new design idiom, Marc Lichte communicates the technical competence and uncompromising product quality of the Audi brand,” it said.

“Vehicle design is becoming an even stronger expression of progressive technology.”

Before joining Audi, German-born Mr Lichte was head of VW’s exterior design studio, and had worked on three generations of both Golf and Passat, as well as Touareg and Phaeton.

The LA show opens to the media on November 19.

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