Audi promotes “INTELLIGENT EMOTION” project

Audi looks into the future. 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. 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.

(source: Audi)