When Marc Lichte, head of Audi Design, unveiled the Audi e-tron GT concept at the 2018 LA Auto Show, he described it as “The most beautiful car I have ever drawn.”
Lichte even thinks that this vehicle—which will be unveiled in its production version on February 9—will become a new design icon for the brand, answering a question whether that is the case by saying, “Yes, without a doubt.” But he acknowledges, “A car must acquire this reputation on the road—in an overstimulated environment that creates the will to strive for orientation.”
Which presumably means: cars may look great in studios or on turntables at auto shows (remember auto shows?), but you’ve got to get them out in the real world where they exist in relation to other vehicles.
Lichte went on to day: “True design icons have something that is unmistakably clear: For example, it takes only three lines to characterize a VW Beetle or a Porsche 911. They stand for a clear attitude.”
Given that all of the brands are under the Volkswagen Group umbrella, Lichte is undoubtedly well aware of the vehicles like the Beetle and the 911, which are certainly good bars to work to equal or exceed.–gsv