Rear view of a historic Audi racing car against a dark background.

Clarity in design, clarity in thought

Clarity is a tradition at Audi – it remains both a guiding principle and an aspiration. It has shaped the history of the company. A closer look.

“We want to shape a brand capable of inspiring desire and creating cultural impact”

Massimo Frascella, Chief Creative Officer

Tradition full of inspiration

1930s

The Grand Prix legends Type C and Type D – the mindset: reduction, the result: performance.

1991

The Audi Avus quattro pays tribute to the iconic Auto Union Silver Arrows.

1998

The Audi TT introduces a new clarity to automotive design.

Side view of a fully clad, historic Audi racing car against a dark background. Streamlines are indicated above the vehicle.

Innovative, elegant forms make new records possible.

Front view of a historic Audi racing car with free-standing wheels against a grey background.

Clarity in thought creates clarity in performance.

Front view of a historic Audi racing car against a dark background.

Timeless lines, uncompromising aerodynamics – pure inspiration.

Side view of an Audi TT model against a grey background.

Iconic design is a tradition at Audi.