Audi's Prologue marks the first step in a new design evolution

Audi's new concept car
Audi's new concept car, the Prologue, expresses the marque's evolving aesthetics under the guidance of its new design chief Marc Lichte
(Image credit: Marc Lichte)

The Prologue exudes an easy elegance. With its long wheelbase, wider track, low cabin and intricate 22-inch wheels, Audi's latest design study is a graceful car. It is more than just a concept though - the Prologue expresses the marque's new design language. As such, it's also a pretty good indication as to the look, the feel and the technology to expect in the upcoming exclusive Audi luxury coupé. Furthermore, with a 605hp 4-litre petrol V8 feeding the quattro all-wheel-drive system, the Prologue is, according to the company, 'the sportiest car in the luxury segment'.



The car, revealed to us at a pop-up venue in Milan, takes Audi's clean design aesthetic to another level. In the past decade the German car maker has worked hard to establish a recognisable look with a distinctive single-frame grille and precise, sculptured surfaces. Now it's time to move on and the Prologue is the first evolutionary step that should see a greater dose of differentiation between its models.



We caught up with Audi chief of design Marc Lichte to find out more...



Wallpaper*: You came to Audi from Volkswagen in February, bringing a fresh perspective. How do you see design developing?

Marc Lichte: Audi has to be sporty, progressive and sophisticated, and these core brand values need to be emphasised even more in the future. A big part of the history is technology. This is something we want to emphasise in exterior and interior design.



W*: Can you explain how you have evolved the single-frame grille design, first seen on the A6 ten years ago, and now the recognisable face of Audi?

ML: The single-frame has been one of the most important steps for Audi design and it has taken ten years to establish this as the face. Therefore a revolution at this stage is dangerous so we have evolved the shape by making it more horizontal, by extending the width of the grille adding volume to the car.



W*: You say all future Audi cars will express the quattro drive system.

ML: Our competitors have rear-wheel-drive cars, so they stress the rear wheels. We are quattro. Quattro is more than a drivetrain concept - it is one of our most important brand values. Expressing it is about balancing the proportions and emphasising all four wheel-arches.



W*: This is a highly advanced car, taking the TT's virtual cockpit a step further, yet the technology remains invisible.

ML: As cars become more advanced, technology has to become more visually subtle, almost invisible as in the Prologue where we integrated the displays into the architecture.



W*: How will you differentiate between the compact cars, saloons and SUVs?

ML: This will include the proportions of the single-frame, so that the A8 will have a more dominant, proud grille than, say, the A1.



W*: Will the electric Audi you've been working on be a radical design?

ML: Yes, but it is still top secret! The only thing I can confirm is that in the same way we will differentiate A, Q and R, we will differentiate our future e-models.

he sportiest car in the luxury segment

Billed as 'the sportiest car in the luxury segment', a 605hp 4-litre petrol V8 feeds the quattro all-wheel-drive system

(Image credit: Marc Lichte)

the brand's virtual cockpit as seen in the recent Audi

Building on the brand's virtual cockpit as seen in the recent Audi TT, the Prologue's displays are seamlessly integrated into the architecture

(Image credit: Marc Lichte)

Boasting a long wheelbase, wider track, low cabin and intricate 22-inch wheels

Boasting a long wheelbase, wider track, low cabin and intricate 22-inch wheels, the new concept takes Audi's clean design aesthetic to another level

(Image credit: Marc Lichte)

Audi chief designer Marc Lichte

Audi chief designer Marc Lichte says, '[The brand] has to be sporty, progressive and sophisticated, and these core brand values need to be emphasised even more in the future'

(Image credit: Marc Lichte)

The upcoming exclusive Audi luxury coupé

The Prologue is an indication as to the look, the feel and the technology to expect in the upcoming exclusive Audi luxury coupé

(Image credit: Marc Lichte)

The Prologue's cockpit design

'As cars become more advanced, technology has to become more visually subtle,' says Lichte of the Prologue's cockpit design

(Image credit: Marc Lichte)

A writer and editor based in London, Nargess contributes to various international publications on all aspects of culture. She is editorial director on Voices, a US publication on wine, and has authored a few lifestyle books, including The Life Negroni.