Getting into shape

摘要

Audi makes great concept cars. They are often the shinning stars at motor shows which is why it was a little surprising to find a relatively low key line-up at this year's Paris Show. Instead what Ingolstadt revealed was a family of production cars all carrying the new Audi design DNA, writes Nargess Shahmanesh-Banks. Martin Ertl, head of design management, thinks that Audi's strength in creating strong concepts can sometimes work against it. He explains: "On the one hand we always like to show our competency in design and technology, on the other if you push it too far it starts getting a little bit boring. There has to be a period in between when you start making people hungry and curious again." Detroit 2003 and Geneva 2004 saw the unveiling of three key concepts that have paved the way for Audi's 'new look'. Pikes Peak, Nuvorali and Le Mans created the foundation, the design DNA, that sculpted the new A6, A3 and now A4 models. "They proved that our new face works on different types of architecture," said design director, Walter de'Silva at the launch of the A6.