The Audi Prologue presents itself at the Los Angeles Motor Show as the entrance to the next chapter of Audi design. In a subject as subjective as the aesthetic, we decode the main elements that define the future style of the brand.
The Audi Prologue, as the name implies, reveals the near future of Audi. “Revolutionary” was a word used a lot in anticipation of Prologue's presentation, but in the end, evolution seems to fit much better.
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Unlike other similar-purpose concepts, which are the blank canvas to explore a new aesthetic, only to then drift into visually disappointing production vehicles, the Prologue reverses the process. Marc Lichte, head of design for the brand, who took over in February this year from Volkswagen, gives a glimpse behind the scenes.
Still at Volkswagen, three months before arriving at Audi, Marc Lichte was already working on a proposal for the future Audi A8. On the third day in his new role at Audi, his proposal was chosen among five others. According to him, it was not perfect, but it indicated a clear direction for the future of the ring brand.