Audi Getting Emotional (In Design That Is)
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By Henny Hemmes
Senior European Editor
November 19, 2014
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Audi has a history of employing great designers. Including Freeman Thomas, who was responsible for the design of the Volkswagen New Beetle and the Audi TT concept cars, both of which were developed into production models. After leaving Volkswagen, Freeman joined Chrysler and after six years left to become Ford’s Director, Strategic Design for North America, responsible for developing product design strategies and concept vehicles for Ford (new Mustang), Lincoln and Mercury.
Another important name in the world of car design is J. Mays, who was with Volkswagen before he joined Ford as vice president of design in 1997 and became responsible for Ford and the PAG brands. (Mays retired in 2011).
Last but not least is Peter Schreyer, who as vice president of design at Hyundai/Kia steered both brands into a new design era to successfully attract new customers. While he was at Volkswagen, he was responsible for the production version of the Audi TT and new Beetle, as well as for the A6, A3, Volkswagen Eos and Concept R. After he left in 2006, Ferdinand Piëch, CEO of the Volkswagen Group, said “We should never have let him go…”
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The interior also breathes design, combined with new technology to use smart phones and apps, that can be ‘waved’ from the display in front of the passenger seat to the driver and back.
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According to Dr. Ulrich Hackenberg, Audi’s board member in charge of development, this understanding and acceptance of our new design direction is just what Audi wants: “Getting more emotional.”
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