With the Prologue Concept, Audi introduces its new design language. For an automaker that has ridden a wave of unprecedented success on the back of innovative design — definitive, clean and at times audacious — a concept vehicle that promises to usher in Audi’s new DNA is a game-changing moment.
Up high in the Hollywood Hills, Audi welcomed a roomful of well-heeled tastemakers in fine tailored suits and expensive eyewear to witness the beginning of a new era for the German luxury brand. With the City Of Angels sparkling far below the extended terrace, a lone spotlight shone on a veiled vehicle, long and imposing.
Even beneath the muted covers it was clear this was a machine of great importance — the first vehicle designed under the auspice of Audi’s new Design Chief Marc Lichte, a man who only took over the reins this past February. In that short timeframe, from a white sheet design, Lichte had penned the Future Of the Four Rings in the form of this Prologue concept, as well as the next-generation A8, A7 and A6.
“This is more than a concept car, it is the beginning of a new era of design at Audi,” Lichte explained as he stood next to his creation. “The [Prologue] is the essence of the future.” He then pulled the sheet before him, dramatically revealing an expansive coupé. Long and squat, shining like a diamond in its pearl effect “light diva gray” paintjob.
For a brand built on design and engineering, the aptly named Prologue offers plenty of each. Its exterior lines are sharp and angular, a motif that is repeated throughout the car — whether it’s the sharply stamped sheet metal, trapezoidal headlamps, creased aluminum hood, deli-slicer rims or diamond-patterned grille. Shorter and lower than the A8 upon which it is based, the Prologue chops two doors off its sibling and adds a striking fastback profile, pulling the C pillar way to the back. The effect is somewhat like a larger A7, but more striking due to its coupé silhouette.
The one feature that will instantly impose its will on you is the new Singleframe grille — now much wider, shorter and lower placed than any contemporary Audi. It is dominant, gaping, and yet still elegant in a world where ballooning grille sizes are becoming caricatures of automotive monotony. High-resolution Matrix laser headlamps define the top corners of the fascia, while sharp geometric air intakes define the lower corners.
Continue reading the Audi Prologue Concept reveal after the Jump…