The Avant may be PAST, but the Avenir is the FUTURE
With the automotive industry entering the electric epoch, a shift in leadership is beginning to emerge as traditional industry leaders like Audi are forced to react to brands like Tesla in terms of updating their brand and image with the E-tron brand. However, while many automakers are focused on spraying their legacy models with a fresh coat of electric paint, they are simultaneously appearing to lose much of their original identity in order to sport the ‘electric look’. How can Audi avoid becoming a follower of the EV generation and still remain as a trend setter? By combining their cult-classic segment, the RS Avant, with the technology of E-tron to create the AVENIR: a combination of its historically unique sleeper wagon and the most modern of electric technology. The AVENIR represents a continuation of an Audi staple but made from the ground up to make the most out of its new platform.
Double Wedge Architecture
The volume features a double wedge architecture, with the wedges represent the body and the electric powertrain respectively. The body wedge starts sharp and ends up wide, representing a shift in focus from the aerodynamics at the front to pure storage at the rear. The powertrain wedge starts wide then slims down, representing the shift from the tall front intake to the slim battery pack it’s directing airflow to. These two opposite wedges create the core character of the Avenir, slimming the general silhouette while describing the priority of each section of the vehicle through visual separation.
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