Audi Intelligent Motion Project

Design Schools, Photoshop Tutorials 23 Apr 2009

The “Intelligent Emotion” project was promoted by Audi in cooperation with Munich University of Applied Science. Design students were asked to create visionary ideas for the mobility of the future – from hybrid supercars to lightweight interior concepts.

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.

“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.

Seat concept study by Maximilian Kandler

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.

Below we report a selection of the projects.