I am just returning from the IAA MOBILITY Munich, where we were invited by our partners at AUDI AG to an evening event organised around their new car model. For AUDI AG this is not just a new release, this is a new beginning, the first expression of a new design philosophy, expressed as: Radical Simplicity, Clarity. To me, this feels just right. The car’s exterior design is very pure, reminescent of Audi’s roots but also very modern. But the boldest expression of AUDI AG’s new philosophy is inside the car. Instead of playing the race towards an ever larger screen in the cabin, AUDI AG decided to embed a rather small screen, which folds and disappears under the dashboard. From a positioning point of view, the focus on simplicity and clarity is exactly what I think we need. With the AI era, the value for OEMs, across industries, will not be in providing more content, but filtering content to optimize the cognitive load on the users. AI also gives the opportunity to provide much more naturally the exact information that the passenger needs at any moment, not more. This is also how Neural Concept envisions user experience. In our collaboration with AUDI AG, we hope that this software experience philosophy, into the hands of engineers, will then translate into the right experience for the consumer. Picture with Marwan Khiat who was lead designer on the interior of the car.
Samuele Dettori
1mo
Impressive insight — Audi’s focus on Radical Simplicity and Clarity perfectly balances design heritage with modern user experience, highlighting how AI can enhance rather than overwhelm. 🚗✨
Rakewa Atieno
1mo
The focus on simplicity in design certainly resonates, especially as we navigate the complexities of technology in our daily lives.
Thank you for sharing these insights and impressions! We’re pleased to see how strongly the new Audi design philosophy resonates with you.