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In parallel to the exterior design development the interior design was progressed with a total of four full size models produced and the production car's horizontally themed instrument panel design dominant from early on, with Norbert Schneider, Mark Bergold and Enzo Rothfuss the main contributing designers.
Grouping major controls nearer the driver for a more driver focused identity whilst creating a more airy and spacious feel were early priorities for the interior team headed by Jurgen Albamonte. This was in part facilitated by the MMI interface, designed by Jurgen Schröder, that pioneered on the D3 A8 after the Avantissimo concept car preview, and also by class leading colour and trim from Barbara Krömeke and Melinda Jenkins.
The exterior and interior clay models were digitized and developed using digital design tools in a supporting, not leading, capacity before final production sign-off in mid 2000.
Unwittingly perhaps, the intention to move the car towards a more 'dynamic' position fitted with where Mercedes proved to be taking this market sector with the dominant S-class. It also differentiated the Audi from the Volkswagen Phaeton which Garand describes as 'less of a driver's car, more of a chauffeur's car'.
Relative to the A6, the A8 did away with the unbroken coupesque DLO, has a less contentious rear design and in general a more masculine character, whilst introducing new detailed Audi design features with high mounted rear lamps and strong front plan shape. New Audi design cues are even more evident inside the car with the unbroken full width IP binnacle surface running across the cabin, the clever intersection between this horizontal IP aspect and the center console, and the MMI driver interface system. And all of these design elements are congruent with the greater emphasis that the brand is placing on its more 'sporting' identity.
An archetype example of the design development process the A8’s development might be, but it is also a unique story demonstrating the time and effort involved in delivering an appropriate vehicle design solution, and the responsibility design has for a brand’s commercial success in the 21st century.
Related stories:
Audi A8 debut at the 2002 Paris Motor Show
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