“How do you define progression on a design level?” Garand cleverly asked. (I love when my guests ask their own questions.) “Some might think that fashion is progression, but that's wrong. Fashionable things are just a moment in time, they pass. Progression lasts.”
And it was then that Garand made his first analogy:
“Progression is like the microwave. No one went back after that. You had to have one in your kitchen, and it's lasted all this time. It was a step forward.”
So, are Audis like microwaves? (This is one of those questions I chose to keep to myself.)
From there, Garand went on to describe how Audi portrays “sportiness” in their vehicles by awakening emotions and a desire in people that makes them not care about the price or anything else: they just want the car. It's pure animalistic desire at that point, and Garand believes the A5 is a perfect example of that.
“The A5 is the perfect example of Audi design that awakens a more sensitive side,” explained Garand as he ran his hands through the air in the exact silhouette of the alluring vehicle.
But there's still one more focal point when it comes to working with and for Audi: Sophistication.
You'd think this would be the easiest point to get across, especially in a brand that's know for it's classy, luxurious vehicles. After all, sophistication is all about sumptuous materials and smooth, flow-y lines, right? Once again, a question I was glad I'd kept to myself.
“Our cars need to fascinate people,” exclaimed Garand as his look intensified. “It's about ease of use, technology, detailing. From the headlamp's graphic design to the sound a button or knob makes when it's turned; it all needs to work together and it needs to inspire.”
So, how does Garand get inspired to make all those points mesh together on cars like the A1 and the TT? Well, he lives with them. At the moment, in his driveway in Ingolstadt, Germany, Garand has an Audi TTRS and an Audi A3 Cabriolet (not to mention the black '87 Lotus Esprit that's there for nostalgic, symbolic reasons you'd understand if you read the beginning of this article).
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| Photo: Audi |
And it was then that Garand made his first analogy:
“Progression is like the microwave. No one went back after that. You had to have one in your kitchen, and it's lasted all this time. It was a step forward.”
So, are Audis like microwaves? (This is one of those questions I chose to keep to myself.)
From there, Garand went on to describe how Audi portrays “sportiness” in their vehicles by awakening emotions and a desire in people that makes them not care about the price or anything else: they just want the car. It's pure animalistic desire at that point, and Garand believes the A5 is a perfect example of that.
“The A5 is the perfect example of Audi design that awakens a more sensitive side,” explained Garand as he ran his hands through the air in the exact silhouette of the alluring vehicle.
But there's still one more focal point when it comes to working with and for Audi: Sophistication.
You'd think this would be the easiest point to get across, especially in a brand that's know for it's classy, luxurious vehicles. After all, sophistication is all about sumptuous materials and smooth, flow-y lines, right? Once again, a question I was glad I'd kept to myself.
“Our cars need to fascinate people,” exclaimed Garand as his look intensified. “It's about ease of use, technology, detailing. From the headlamp's graphic design to the sound a button or knob makes when it's turned; it all needs to work together and it needs to inspire.”
So, how does Garand get inspired to make all those points mesh together on cars like the A1 and the TT? Well, he lives with them. At the moment, in his driveway in Ingolstadt, Germany, Garand has an Audi TTRS and an Audi A3 Cabriolet (not to mention the black '87 Lotus Esprit that's there for nostalgic, symbolic reasons you'd understand if you read the beginning of this article).
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| Audi A1 (Photo: Audi) |