Audi is embarking on a bold new chapter in its performance vehicle lineage, introducing an electric sports car that transcends the heritage of its renowned TT and R8 models. This forthcoming vehicle, heavily influenced by the Concept C, will integrate advanced technological solutions, including virtual gear changes and synthetic engine acoustics, designed to deliver a familiar and engaging driving sensation reminiscent of internal combustion engines. The manufacturer is committed to forging a unique identity for this electric coupe, consciously avoiding the TT designation, and aims to position it strategically in terms of power and cost, bridging the divide previously occupied by the TT RS and R8.

Audi's Next-Generation Electric Sports Car: Embracing Simulation for Enhanced Driver Experience

In a significant move for the automotive industry, Audi is preparing to unveil an all-new electric sports car, marking a clear departure from its celebrated TT and R8 models. This innovative coupe, inspired by the Audi Concept C, is set to redefine the electric driving experience by incorporating sophisticated software that mimics the feel and sound of a traditional gasoline-powered vehicle. According to Gernot D\u00f6llner, CEO of Audi, who shared insights with Top Gear, the development team discovered that “a virtual gearbox and sound significantly enhance the driving pleasure of an electric car.” D\u00f6llner further noted that on the racetrack, he achieved faster lap times with vehicles equipped with a virtual gearbox, underscoring the performance benefits of this technology.

This pioneering approach addresses a key challenge in electric vehicle design: the inherent lack of immediate, tactile feedback that drivers of conventional sports cars often rely upon. By integrating simulated gear shifts and artificial engine noises, Audi seeks to re-establish this crucial driver-car connection. The company is actively exploring innovative solutions in this realm, with the potential to even digitally recreate the distinctive growl of its revered five-cylinder engine for future electric models.

While the exact name of this new sports car remains under wraps, D\u00f6llner has confirmed it will not carry the TT badge, hinting at a fresh nomenclature, possibly beginning with “R.” He candidly admitted the difficulty in naming new models, stating, “Sometimes it's easier to develop a car than find a name for it.” This new offering is envisioned to occupy a performance and price point between the discontinued TT RS, known for its 400 horsepower, and the R8, which boasted over 600 horsepower, effectively splitting the difference.

Audi is not alone in embracing simulated driving characteristics. Other prominent luxury automakers, including Lexus, Porsche, and Ferrari, have already ventured into integrating artificial gear shifts and engine sounds into their electric vehicles. Even the upcoming electric M3 will feature a simulated exhaust note, and models like the Kia EV6 GT and Hyundai Ioniq 5 N have demonstrated the potential for such innovations to enhance the EV driving experience. This trend reflects a broader automotive “skeuomorphism,” where digital interfaces retain elements of their physical counterparts to provide a sense of familiarity for drivers transitioning from gasoline-powered cars to electric ones.

The announcement from Audi signifies a pivotal moment in the evolution of electric sports cars, emphasizing that the future of high-performance driving may increasingly rely on sophisticated simulation technologies to maintain the exhilarating sensory experience that enthusiasts cherish.

Gorden Wagener, the esteemed Chief Design Officer at Mercedes-Benz, recently voiced his strong disapproval regarding the role of artificial intelligence in car design. His candid remarks highlight a prevailing sentiment among design purists who believe that while AI offers certain efficiencies, it fundamentally falls short in delivering truly innovative and aesthetically compelling automotive concepts. Wagener's perspective underscores the unique value of human creativity and intuition in shaping the future of vehicle aesthetics.

Mercedes-Benz Design Head Critiques AI-Generated Concepts at IAA Mobility Show

During the recent IAA Mobility show held in Munich, Germany, Gorden Wagener, the Chief Design Officer for Mercedes-Benz, openly expressed his skepticism regarding the contribution of artificial intelligence to automotive design. Speaking to journalists, Wagener revealed that Mercedes-Benz has spent several years exploring the potential of AI in their design processes. Despite this extensive experimentation, his conclusion is definitive: AI-generated designs largely produce "sh** solutions."

Wagener elaborated on his stance, stating that approximately 99% of AI's design outputs are either "ugly, weird, or not brand specific." He conceded that AI could be marginally useful for generating image backgrounds, thereby saving designers some time, but dismissed its broader creative capabilities. The design chief also highlighted another significant issue: the overwhelming volume of AI-generated concepts, often characterized by their "wild, all-too-perfect" appearance, leads to an oversaturation of visual content. This glut, he believes, diminishes the "spectacular aspect" and unique allure of show cars and concept vehicles painstakingly crafted by human designers. Wagener lamented, "This AI stuff is getting really annoying," suggesting it contributes to a sense of visual monotony on platforms like Instagram, where every new design seems indistinguishable from the last.

The core of Wagener's critique lies in AI's inability to genuinely "design" in the human sense. He emphasized that differentiating a design as quintessentially "Mercedes" requires an intrinsic understanding and feeling that only a human being can possess. This understanding is cultivated through years of training, a deep appreciation for the brand's heritage, and the uniquely human capacity for visionary thinking about future possibilities. Unlike human designers who draw upon experience and intuition to evolve a brand's aesthetic, generative AI models primarily function by scraping existing data from the internet—including works by human artists. This raises concerns about intellectual property, as illustrated by lawsuits against AI companies like Midjourney, highlighting AI's tendency to appropriate content without true creation. Wagener's insights reinforce the idea that genuine design innovation is a deeply human endeavor, rooted in emotion, context, and a nuanced understanding that AI, for all its computational power, cannot replicate.

This candid assessment from a leading figure in automotive design prompts a deeper reflection on the evolving relationship between human creativity and artificial intelligence. While AI offers powerful tools for efficiency and data processing, it's clear that the human element—the spark of innovation, the emotional connection, and the nuanced understanding of brand identity—remains irreplaceable. Wagener's comments serve as a timely reminder that technology should augment, rather than replace, the inherently human art of design. It challenges us to consider how to best leverage AI's capabilities without sacrificing the originality, passion, and distinctiveness that define truly great design.