Marc Lichte has built up an illustrious career in the car industry and has been the head of Audi design since 2014. His role is to harmonise design and technology to shape the face of the brand, as well as its heart and soul.
With a team of more than 400, Marc Lichte has a big responsibility. After all, the design language not only defines the brand’s style but electrification and digitalisation are offering boundless opportunities for the car of the future.
The way cars are imagined has completely changed. Until recently, cars were designed from the outside in. “All of this is now being turned on its head,” says Lichte. “Today we develop cars based on use. The first questions we ask are, ‘What will the car be used for? And how do we want to operate it?’ So we start with the interior and ask the question, ‘Where and how and why am I sitting in this particular car?’” Add to that a growing awareness of ethical responsibility, environmental issues and the right materials, and Lichte must factor in how his designs can generate added value for society.
“The first questions we ask are, ‘What will the car be used for? And how do we want to operate it?’”
With premium mobility, the Audi vision combines good design, sustainability and innovation to redefine prestige. Lichte and his team are charged with bringing premium mobility to life. “In the past, people adapted to technology,” he says. “The car of the future will adapt to people’s individual needs.”