Young Designers 2009

Siddharth Rane
Transportation and Automobile Design | PGDPD
Audi T7: SUV for North American Market
Masters Thesis/Coursework at Domus Academy
Guide Praveen Nahar
Sponsonr Domus Academy, Italy
> Audi
> North American market
> Futuristic design
> Car exterior
I completed my project at the Domus Academy in Milan, Italy in collaboration with Audi, a German manufacturer of sophisticated premium vehicles.

My project (masterís thesis) was focused on designing the exterior for a new Audi SUV which can replace the current model for the North American market in 2020. The car will also be sold in the European market.

I conducted the project in two phases.

In the first phase. I studied Audi brand values, conducted an analysis of Audiís history, philosophy, design language and future vision. Next, I analyzed the evolution of the architecture of SUVs. I also analyzed the North American market and conducted a detailed competitor analysis. My refined directive was to develop a vehicle that combines the extreme capabilities of a Baja buggy, the functionality of a SUV and the lifestyle quotient of a pickup truck. The vehicle's form is designed to communicate these emotions even when stationary.

In the second phase, I decided that the best design solution would be a crossover SUV which merged a pickup and a coupe. My reasoning was that the dynamic character of a coupe is aligned with Audiís philosophy and the tough image of a truck is loved by Americans. My final design evolved into a full-bodied couple styled SUV which is sportive, progressive and sophisticated - the Audi T7.

The cross-cultural experience in terms of melding Audi heritage with American culture has been invaluable. Living in Italy provided me with a valuable platform for learning languages and establishing relationships with individuals from different cultures.
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