Audi's Malibu design studio is one of the places where concepts are born—like the upcoming Activesphere, which could help to reframe what an electric SUV will look like.
With the shift away from internal-combustion engines to electrification and the march toward automated and autonomous vehicles, we're in the most transformative moment in automotive history. Audi is one of the earliest adopters of new technology, and as engineering evolves, so does design.
As Lichte points out, having design studios in both California and Beijing allows designers to draw inspiration from Audi's most important markets. There are different sensibilities related to each, but appearances must still remain unmistakably Audi. As he describes it, "A Coke bottle is recognizable anywhere in the world, but the tastes vary slightly depending on the region."
Design technology is also evolving. Upon entering the Malibu Design Loft, there's no scent of clay or markers. Everything is now digital and incorporates 3D VR modeling for a more seamless and efficient workflow that spans continents. As a result, Audi has been creating concepts at a rapid pace.Audi christened the Design Loft last year with a rollout of the Skysphere variable-wheelbase concept.
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