Elements from this concept will flow through to every new Audi, including a brand-new A9 flagship with a similar, coupe-inspired body.
Lichte said his desire was that the face of future Audi vehicles displayed “a more emotional design”.
“Audi stands for ‘Vorsprung durch Technik’, as the slogan goes, and making that technology visible in the design is what it’s all about,” he said.
“The design should be timeless, but at the same time very progressive. And I want quattro to be a design element people see in every Audi.”
A well-timed screen grab from the video gives us a good look at the concept’s partially uncovered front end, which features piercing LED headlights, a diving bonnet line, aggressively cut air vents, and a new upright, broad hexagonal grille with Audi’s famous four-ring badge positioned prominently in its top half.
A shot of the car in profile reveals a long bonnet, heavily raked rear window line, and powerful, square haunches above the rear wheels, while a close-up on its multi-spoke alloy wheels highlights their highly technical design.
The Audi A9 could launch as early as 2017 to take on the likes of the Aston Martin Rapide, Porsche Panamera and high-end variants of the Mercedes-Benz CLS.
Stay tuned for the full unveiling of Audi’s new concept live from the LA auto show on November 18.