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Audi S1

Master degree project 2007 - SPD, Milan

The project was - by the briefing of Audi design center (Ingolstadt) - to design a small, maximum 4meters long entry level car for the brand Audi.

During the briefing of the Max 4 project, it became obvious that we had to create a small, entry level car for city use with a very strong character and features which make it attractive for young people as their first car.

So we concentrated onto creating a concept with a main character, which makes part of the life of the potential customer: since living in enormous cities, people have the need to do sports, most young people live active life. Also one of Audi's most important brand value is the really strong and successful S and RS series of their models, so thus the sportive side of the premium brand is really accentuated all along the range.

This made us to finalise our design as the first step in the 'S' range, so to create a small city car, with a really strong look and feeling of sportiveness as in the volume as in the details.

The monolithic design has the volume of a city car, but in the design language and details it strongly refers to sport cars and other models of the 'S' line. The design is not conventional, it was created to generate passion for the user, also gets further into the future of the Audi brand with the different particulars, as the hood which recalls the shape of the single frame without actually having an opening in the middle. Instead it has two air intakes on the sides and on the bottom, which makes the front look much more dynamic and aggressive. Also in the side and the back the particulars give a sportive feeling for a simple volume, as the present wheel arcs and detailed rear bumper.

Also the name, S1 refers to the smallest car in the 'S' range of the brand, and this renders this small sportive car unique in its class.