The Radical Next
At its best, Audi is an unmistakable combination of clarity, technicality, intelligence, and emotion. These principles are the four fundamental pillars of the new Audi design philosophy.
“We want to shape a brand capable of inspiring desire and creating cultural impact.”
Clear
Radical simplicity is at the heart of our approach. We achieve clarity by reducing everything to the essential. Until what remains is strong enough to withstand the future.
Technical
There is no excellence without precision. We push boundaries of technology and design. We explore new materials and technologies to open up new opportunities.
Intelligent
We go to extremes to break new ground. Probe at the edges of possibility. Intelligence helps us go further with less.
Emotional
The outcome of `The Radical Next´ must always be an emotion: understatement that takes the breath away.
Our design philosophy will inform every aspect of our brand
`The Radical Next´ is a unifying philosophy, which we will apply to every decision we make. The whole of our brand will be expressed in every detail, from our working culture and processes to our places, spaces and interfaces. We are establishing Audi as a design-driven company. At the heart of this transformation is our Chief Creative Officer (CCO) Massimo Frascella and his Audi Design team.
“The Audi Concept C is just a glimpse of what’s to come.”
The Audi Concept C is the first manifestation of `The Radical Next´
The embodiment of a reduction to the essential, the Audi Concept C has no unnecessary lines or features. A commitment to geometric purity and athletic minimalism in an all-electric sports car. Its vertical frame is a confident return to the forms that made us distinctive in the past: precise, intelligent and designed to maximize emotional impact.
“Through `The Radical Next´, everything we do will be unmistakably Audi. And this is just the beginning.”
