Express yourself

Christopher Kröner strokes the mint-grey seat cover, whose stitching is reminiscent of running water and is bordered by purple seams. “We call this colour mora purple. Admittedly, the combination takes a little getting used to. But it goes perfectly with the Arabica Grey exterior paint,” says the Colour & Trim designer, his eyes twinkling with delight as he talks about the colour scheme of the Audi exclusive edition of the new Audi e-tron GT. This is precisely his task, not to mention the aim of Audi exclusive – to create the unexpected and surprise people with new ideas while catering to individual wishes.

Exceptional design solutions are characteristic: with Audi exclusive, customers can design their Audi model in line with their individual visions. “Sometimes you just have a particular idea or want certain materials or colours in the interior,” explains Claudia Aryus, who is responsible for product marketing, portfolio strategy and communication. “We draw on our expertise to help to turn these individual visions into reality.

The Audi exclusive range is based on three pillars: full individualisation options, design packages and limited editions, such as the Audi exclusive edition of the new Audi e-tron GT, of which only 299 units will be available across all versions. These special editions are meticulously designed by us and our design experts. They feature elements that are not available on Audi production models,” says Aryus. The Audi exclusive edition of the Audi e-tron GT boasts new colours, decors and materials, among other things.

“We are making a statement with this limited edition,” says Aryus, also referring to the fact that exclusivity in the interior does not always have to mean leather upholstery. “The interior of the exclusive edition of the Audi e-tron GT is entirely leather-free,” explains Kröner. “It is bold, different and yet coherent.” The designers have made sure that a connection is established between the exterior and the interior in every component. The selectable wood decor, for example, harmonises with the colour of the paint. In turn, its gold tone is in keeping with the neodymium that is incorporated into the intricately designed 21-inch wheels.

To underline the attention to detail on special models of this kind, Kröner points out a special aspect in the mint-grey clad front door: “The fact that the speaker cover features the same tone is an exceptional element.” Both are proud that they were able to take this special approach to this special model. “It all comes together to form a coherent work of art,” adds Aryus.

In terms of the individualisation process itself, the design packages are ideal for anyone who wishes to be guided by the expertise of Audi exclusive product experts and Audi designers like Kröner, but doesn’t yet have a concrete idea of what they want. These combinations for the interior provide a coordinated starting point. “It is not always easy to decide on one particular pattern and visualise what your own preference actually looks like in reality,” says Kröner, who is also speaking from his own experience. “We help our customers by putting together a harmonious package,” he explains. 

It is somewhat different with the full individualisation option, where customers are given the opportunity to design various parts on and in their desired model themselves. Yet this needn’t detract from the creativity: “If, for instance, somebody wants cognac-coloured seats with a diamond-silver centre panel at the front, but prefers a black rear bench seat,” says Aryus, “and also wants very special pearl-effect exterior paintwork, then we are happy to offer that at Audi exclusive.”

The journey to a personalised Audi generally starts with the basic configuration of a model. “Anyone who wishes to take advantage of our service is welcome to do so in a personal consultation at an Audi dealer or at the Audi exclusive studios in Ingolstadt and Neckarsulm. The customised features are further developed or agreed as part of a creative dialogue,” says Aryus, explaining the process.

In order to keep their finger on the pulse, the team members at Audi exclusive also monitor how lifestyle trends are fundamentally changing. “In terms of colours and materials,” says Aryus, “we look at developments in the international fashion and design world, among other things.” She is aware, for example, that people are embracing lighter tones once again, while increasingly drawing inspiration from nature. Kröner is also keen to stress, however, that Audi exclusive always aims to anticipate and set trends.

“With our portfolio, we are more courageous, more sustainable, more extroverted and always extraordinary,” says Aryus, summing everything up. And with an eye on the all-electric Gran Turismo with its special grey tone – which appears brown at certain times and gold at others, depending on the light – and its strikingly different seat covers, Kröner adds: “It takes courage to create great designs and modern icons.”