The Art of Audi
By Curt Riedy / Photographs By Mark Margraff ~ SLIDESHOW
Fall 2007

Never Follow.

A slogan that both inspires and defines.

A short, sweet phrase that defines the legacy of an automobile that spans both generations and the world itself.

A slogan that, in all honesty, really couldn't be more perfect.

Since its American debut in 1969, the Audi has remained dedicated to providing drivers from every facet of the world with an unmatched desire for innovation and design. This inspiration is also matched by Audi’s continuing domination of racetracks all around the globe, evident in their consecutive wins throughout the decade at both the American Le Mans Series Championship and the 24 Hours of Le Mans.

After celebrating Audi’s 25th anniversary in 2005, there's certainly been quite a bit of history to look back on. From the introduction of its front-wheel drive sedans to the unveiling of their Quattro permanent all-wheel drive – Audi has remained a constantly evolving force in the automotive industry.

It’s a force that proves unmatched in not only innovation and quality, but overall fun...a gratification which can be witnessed through the awesome beauty of the machines themselves. 

Like age-old stories of true artists who defied fakes and oppressors, Audi has fought a longstanding battle against the evil that is automotive mediocrity…a battle in which they have been the steadfast victor for decades. 

The Beginning of the Design Revolution
The Audi legacy began in 1899, when engineer August Horch founded A. Horch & Cie, his first company, and went on to create his first automobile two years later. Eventually (after a falling out with co-ownership that was so severe he was refused the right to use his own name on his creations), Horch founded his second company, which he officially entitled Audi, a name loosely translated to “Hark!” in German. Proudly representing two of the four rings seen in its legendary symbol, Horch’s companies are an integral mainstay in the evolution of the Audi.

That’s right, folks, you read that right…those four rings actually have nothing to do with the Olympics. 

Instead, the symbols represent the juncture of four German auto companies (Horch, DKW, Wanderer and Audi) who were forced to ally as the Auto Union in 1932 due to depressed market conditions. After Horch’s company finally took the name Audi (which also happens to be a translation of his own name), he kept the Auto Union rings. 

In fact, this theme of four has remained consistent throughout Audi, and has come to represent a significant amount of their achievements. Aside from the rings themselves, the number is prevalent in their famous Quattro (Latin for 4) all-wheel drive, the four brands of the Auto Union, as well as the benchmark A4/S4 models…cars which were absolutely essential in Audi's modern resurgence.

“Some people still perceive us as a glorified Volkswagen. But, that’s simply not the case”, said Rob Javoronok, a Top Performing Audi Salesman from Willow Grove, Pennsylvania. “We build the best sedans and all-wheel drive cars out there. No question.”

The Redefining of Car Design
Be it through power, efficiency, or just its sheer promise to stay at the peak of modern technology, Audi has long remained a creative force unmatched in the automotive field. Still, there is one extremely evident aspect to these cars that continues to capture the imagination of many a car enthusiast...the exquisite design.

“A much more emotional design philosophy has dawned,” said Wolfgang Hoffman, Audi’s Director of Product Planning. 

As stated in many a product sheet, the design of the Audi may be a creature of constant evolution, but their ongoing mission remains the same, “Deliver an edge. Make a difference.” An automobile viewed as “the perfect whole,” every machine that Audi has ever sent down the assembly line has exuded its own distinctive blend of sportiness, raw dynamism, and aura of elegance. 

“We focus on our three brand values - progression, sophistication and sportiness - and on our brand core, Vorsprung durch Technik (German Translation: Progress through Technology), in everything we do,” said Hoffman. “Every Audi has to have these brand values. Otherwise…it is NOT an Audi.” 

In 2002, these values were allowed to reach even greater heights with the introduction of new chief designer Walter de Silva, who was recruited from Italy's Alfa Romeo.

“Another very important factor for creativity is obviously the working environment and the leadership team,” states a confident Hoffman. “With Walter, we have probably the best car designer in the world heading our design teams.” 

How it All Comes Together
So where does the conceptual process begin? 

Well, to be exact, conceptualization begins about five years before actual production even starts. The complete 5-step process is initiated with a competing series of ideas amongst the designers, thus setting the first visionary themes into place. The process then evolves into an elaborate series of steps, from sketch-making, model-building and color concepts, to the final step of full realization.

“Our designers come from the best automotive design schools in the world,” boasts Hoffman. “They’ve been students of the Art Centre College of Design in Pasadena, the Royal College of Art in London, the University of Pforzheim in Germany, just to name a few.”

For the Audi design process, having the best of the best is absolutely essential. The journey itself, while grueling at times, is one of continual mental challenges. Designers peel away at their existing knowledge of technology, sales and marketing, fusing these essential elements to one of exquisite style and creativity that has defined the Audi for decades.

Influence
Year after year, what has truly defined the Art of the Audi can be found in this incorporation of high-concept automobile design and pioneering attitude, an attitude that helped spawn the creative evolution of what now defines the modern car. Inspiration behind some of the company’s most recognizable models have been some of the most unconventional muses in the history of machination – from film, music and literature, to the forces of nature itself.

Designers keep a close eye on the essential elements of life, such as the things that keep us going, make us stronger, or bring us joy. These elements are put on the table and dissected, subjected to extreme modification, evolving into an adaptation of life’s beauty…fully translated into the ultimate driving experience.

“With the new Audi A6, we started a new era in our design language,” proclaims Hoffman. “Not just the new front design was introduced with this car (which is now present on all Audis), but also a much more emotional design philosophy dawned. We’re now showing more flowing lines, moving surfaces, and big, bold shoulders. The cars are more of a statement.”

One inspirational example? Well, even the late Grace Kelly has had an enormous impact in the history of Audi, her unique beauty and grace being one of primary inspirations for their premium flagship vehicle the A8, the all-aluminum luxury sedan originally introduced in 1994. 

“We believe that our cars are timelessly elegant and beautiful, just like Grace Kelly was and even is still today,” said Hoffman. “[I noticed] just the rear window the other day…and I fell in love with her once again.”

This incorporation of aluminum within the A8 changed the entire outlook of passenger cars, not only in design, but through many other aspects as well – aspects that include comfort, performance, safety and weight. 

Innovation
Never satisfied with complacency, Audi’s inclusion of aluminum is also in a constant state of evolution and design, growing increasingly stronger than its predecessors, and now incorporating an even higher standard with new bonding technology and innovative alloys. 

“We never compromise on our interior design”, said Hoffman. “The materials we choose are of the highest quality. The fit and finish is second to none in the industry. We even employ nose teams to find the right smell for each and every Audi.”

Don’t even think he’s kidding. During the production process, the interior of the cars themselves are even tested within a haptic lab for textural sensations, with every touch, scent, and feeling put through a series of rigorous testing.

“Hands down, the interior of an Audi is the best interior there is,” said Javaronok. “Everything is in its right place, without tons of unnecessary lights and buttons.”

It certainly appears that Audi will be staying in the right place for some time to come, especially as evidenced in their 2007 line, which offers an excellent representation of remarkable infusion of science and design, an old standard for the company.

This year, Audi once again reinvented the Quattro with the all-new 2007 Audi Q7, a vehicle which takes the typical conventions of the SUV and turns it on its head. 

Sleek and stylish in its rendering and design, the Q7 offers a coupe-like look with an almost lion-like ferocity to its sleek exterior. The standard boxy look of the typical SUV is replaced with a design manipulated to angular perfection, something quite unseen in this type of vehicle. 

The Q7 also features Audi's second V8 with FSI Direct Injection, a fuel-saving technology that can also increase power. The first car with this capability was their highly acclaimed R8 (often called the most successful race car of all time), a vehicle which took home first place in 2000's 24 Hours of Le Mans.
“For me, it’s the fact that their handling is predictable, and [unlike other cars in its class] it’s actually easy to drive,” boasted Javaronok. “I was able to drive one on the Autobahn once…amazing. An Audi is just a different way of driving.”

Another example was 2006’s A3, a loving tribute to some of the best designers in the automotive field. The vehicle exuded all of the characteristics of true grace and athleticism, all portrayed through features that strike onlookers as overwhelmingly feline and incredibly determined. 

Then, of course, we also have the aforementioned A8. The new A8. The utmost exemplification of the Audi philosophy, this car pushes everything that needs to be pushed in terms of innovation. It’s lighter, stronger, quicker, more efficient and a helluva lot more responsive. 

Its newest aluminum structure guarantees a better performance and an endless amount of safety and comfort. More effective than Atkins, the structure of the vehicle has even allowed the old girl to shed a quite a few pounds as well. 

“I’ve often found with Lexus and BMWs that the cars can eventually start to look the same. Audi doesn’t bend to design fashions,” said Audi Brand Specialist James Murphy. “The cars have always been very elegant. They want to look good.”

However, Audi doesn’t want their influence on elegance and artistry to stop at cars alone. Aside from their own material, Audi has provided an excellent resource for artists in general, and is a strong supporter in heightening creativity and design on all levels. An employer of some 53,000 people, Audi is extremely aware of its own social responsibility, and regards the promotion of all things art as a highly crucial element to corporate well-being and, most importantly, that of society as a whole. 

In some ways, Audi’s support of the art community is a “giving back” of sorts, a way of saying thanks for the enormous design inspiration wrought from just about every creative outlet imaginable: from film to music, fine arts to architecture. All of those bear a mark on the Audi brand.

Under the moniker “The Audi Art Experience,” the company brings together its endeavors in the promotion of art and culture, and has provided financial support for several cultural happenings since 1985. Their sponsorships have included the establishment of the Schleswig-Holstein Music Festival, as well as its gracious support of the world-renowned Glyndebourne Festival Opera. 

Looking Forward
So what does the future hold for the Art of Audi? 

Perhaps the clearest demonstration of Audi’s ongoing perfection in design can be seen in their highly anticipated R8 model, the brand’s first ever mid-engine sports car, scheduled for 2008. Making its debut at the Paris Road Show, the vehicle earned its stripes through various motorsport victories all over the world. 

It was on these tracks that Audi tested the limits of the R8’s mid-engine Lamborghini Gallardo platform, including it in some of their more high-end racecars. The technology uses a 420 horsepower high-revving V8 engine and all-wheel-drive, a combination which ended with remarkable success and fantastic results on the track.

“You will see even more emotional and sporty cars from Audi,” said Hoffman. “The R8 is the best proof for the new Audi. Its bold statement utilizes our racing heritage and our passion for the sports car. It shows the future of our company.” 

You can expect Audi will stick with this winning strategy and that their continually evolving design process will forever be one of the key differentiators for the legendary car company as we move further into the new millennia. As car lovers everywhere continue to chart the awe-inspiring progression of the company signified by those four rings, it looks like we might be going against the “Never Follow” rule, after all.

SLIDESHOW

BLU on MySpace

coming soon!