Audi promotes “Intelligent Emotion” project

April 22, 2009.
Audi looks into the future. Under the title “Intelligent Emotion,” students at Munich University of Applied Sciences, aided by Audi, have developed visionary ideas for the mobility of the future – from a hybrid supercar to an alternative concept for lightweight design of interiors. The results are presented in eleven future-oriented concept studies.

Audi looks into the future. Under the title “Intelligent Emotion,” students at Munich University of Applied Sciences, aided by Audi, have developed visionary ideas for the mobility of the future – from a hybrid supercar to an alternative concept for lightweight design of interiors.

“The next generation of employees is our future,” says Wolfgang Egger, Head of Audi Group Design. “That’s why sponsoring design students is one of our high priorities. With the “Intelligent Emotion” project we have obviously inspired them to find new and creative approaches for the future of personal transportation.” The project was headed by Dr. Othmar Wickenheiser, Professor of Transportation Design at Munich University of Applied Sciences. Wolfgang Egger and Stefan Sielaff, Head of Audi Design, mentored the project.

The objective of the design project was to present Audi as a sporty premium brand as well as a pioneer in technology and design. The balance between innovation and brand recognition was to be represented in a product with great emotional appeal that also conforms to the requirements of society.

“The results are impressive,” says Wolfgang Egger. “The students have addressed the subject of mobility in the future with very well-conceived and lucidly presented approaches. Each concept, each model, contains at least one idea or feature that we could certainly conceive of as being included in a future production vehicle.”

During the creative process, Audi designers supported the students. After all, they too are constantly pursuing innovative ideas to reinforce Audi's status as a leading brand in automobile design. “What sets a good designer apart is the very special ability of conceptualizing the future and visualizing it in images,” says Stefan Sielaff, Head of Audi Design. “Current developments such as alternative engine concepts or increased efficiency of our vehicles also call for answers from the designers. We find it fascinating how students approach such challenges – above and beyond the technical and regulatory requirements that the design of production cars has to meet.”

As Egger explains: “Emotion as a driving force must go hand in hand with responsibility as regulator. The students’ assignment was to develop esthetic approaches that reflect the new ecological, technical and social issues while also portraying an Audi as an attractive, sporty automobile. The results are of very high creative quality and provide plenty of substance for intensive discussions.”

The project results have been published as a book – with commentary by Audi’s chief designers. Published by Heel Verlag and titled Audi Design Projekt, the book is available at booksellers for €29.90.

(source: Audi)

Maximilian Kandler’s concept study presents an ergonomic and esthetic re-interpretation of the vehicle interior. Kandler presupposes that future intelligent convenience and assistance mechanisms will allow the driver to pause temporarily as an active driver and to assume a relaxed, passive attitude. Thanks to its maximum flexibility, Kandler’s interior concept offers the driver various active and passive modes – and consequently new possibilities of communication and relaxation. Innovative laser sintering technologies allow customized ergonomic construction – particularly in lightweight design, with the corresponding advances in the reduction of weight and fuel consumption

Concept Study by Maximilian Kandler.

Maximilian Mandl’s work presupposes the introduction of a general speed limit. In his concept study Mandl shows how dynamics and driving pleasure can be conveyed even at lower speeds and with alternative drive systems. Mandl argues for congenial stylistic elements, embodying confident superiority. This junior designer lends a “human” radiance to his concept study, with inspiration also coming from nature and contemporary architecture. Viewing windows in the underfloor and large-area glazing of the side doors afford an intensive driving experience.

Concept Study by Maximilian Mandl.

Niels Steinhoff’s concept study interprets sportiness as visual lightness. A new proportionality provides for expanded transparent surfaces – to provide a generous feeling of space in the light-flooded greenhouse and relaxed driving. Steinhoff’s concept study achieves esthetic timelessness and environmental sustainability through its straightforward stylistic elements and sophisticated aerodynamics.

Concept Study by Niels Steinhoff.

Concept Study by Niels Steinhoff.

Sylvain Wehnert’s concept study offers a timely interpretation of dynamics and sportiness: Superior intelligence and confident efficiency govern the character of his sedan with the “cab forward design” typical of Audi. Particularly the design of the underfloor, with its smooth transitions to the front, sides and rear, conveys lightness and confidence: The body of the vehicle seems to lift itself off the ground and glide over the road.

Concept Study by Sylvain Wehnert.

In his concept study Fabian Weinert pays homage to the legendary Audi Sport quattro: a compact, lightweight vehicle radiating sportiness, safety and sturdiness. Weinert seeks to combine alternative, emission-free drive technologies with new liberties in design. Developed for a full hybrid, the concept study presents us with a rectangular, sharp-edged object – a dynamic and aggressive exterior. Short overhangs, large wheels and the passenger compartment fit the car solidly to the road.

Concept Study by Fabian Weinert.

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Audi promotes “Intelligent Emotion” project

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