Ingolstadt, Germany - Some might say it's overdue, but Audi is forging ahead with a new design direction.
The “new beginning”, as Audi describes it, applies to both exterior and interior design and will happen under the direction of Audi's Marc Lichte, who became Audi's design boss in February this year.
The first fruit of his labour will be a new concept car that will be revealed to the world first the first time at the Los Angeles Auto Show on November 19.
All we have to go on for now is this darkened teaser sketch that shows the car from above and it is widely believed that the concept will wear the A9 badge. Of course, this opens up speculation of a new 'four-door coupé' flagship joining the range at a later stage.
As for the brand's upcoming style shift, Audi describes it as a “highly emotional” design idiom that “communicates the technical competence and uncompromising product quality of the Audi brand.”
The new Design leader, Lichte, is no stranger to the VW stable and served as head of VW's exterior design studio from 2006 onwards, where he worked on the sixth and seventh generation Golfs, among other products.