At Milan Design Week 2026, Audi is introducing a moment of calm that shapes public dialogue: the installation “Origin”, created in collaboration with Zaha Hadid Architects. The art installation is also an interpretation of the new Audi design philosophy – clarity, technicality, intelligence, and emotion – turned into an architectural experience that invites visitors to reflect and reconnect.

“Origin”: a Portal to the new Audi design era

“Origin” distills the essence of progress – leaving only what is necessary, cutting away the superfluous to reveal pure intention. Located in the courtyard of the former Archiepiscopal Seminary – today the Portrait Hotel on Corso Venezia – the sculptural object delicately interacts with its historic surroundings. The structure evolves continuously throughout the day. Shifting reflections and shadows redraw the space, and surfaces reveal new details as visitors move. The architecture itself becomes a calming counterpoint to the sensory intensity of the city. Its matte metallic skin, reminiscent of technical materials such as titanium, subtly absorbs and reflects the chromatic tones of the courtyard. This creates a dialogue between contemporary design and the rich architectural heritage of Milan. More than an object, “Origin” is a living spatial experience – an invitation to step into a moment of quiet presence amid the pace of modern life.

Performance, electrified

Shown in Milan alongside the installation, the new Audi RS 5, the first high‑performance plug‑in hybrid from Audi Sport, brings electrified performance into everyday use with the precision and refinement Audi is known for. In addition, the brand’s entry into Formula 1 with the Audi R26, also to be seen in Milan, marks a bold step into the world's most advanced motorsport arena – a commitment aimed at technological progress, competitive excellence, and broader cultural reach for the brand.

Mobility as cultural discourse

With 13 consecutive years of participation, Audi has established itself as a contributor to the global design community that gathers in Milan. The brand consistently uses the platform to explore topics that go beyond automotive: sustainability, urban living, material innovation, and, in 2026, sensory overload. “Our recurring presence in Milan is not about showing cars – it is about contributing to a broader cultural debate,” says Massimo Frascella, Chief Creative Officer at AUDI AG. “In a world that is getting busier every day, design must help people filter the noise, find clarity, and reconnect with what truly matters.”

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Yvonne Bettkober took over the “Transformation, Consulting, and Organization” department at a pivotal moment, when it was necessary to realign the company’s structure, reduce costs, increase productivity and innovation, and ultimately boost Audi’s competitiveness. Following these key strategic milestones, she is now stepping down from her role at Audi and the Volkswagen Group with immediate effect.

CEO Gernot Döllner: “On behalf of the entire Board of Management team, I want to thank Yvonne Bettkober for her outstanding leadership and the significant momentum she created during a defining phase for Audi. She played a vital role in making Audi more focused, efficient, and agile, while further developing a culture of responsibility and collaboration. Transformation is only possible as a team – and Team Audi will move forward and continue to shape this change together. We respect Yvonne’s decision and wish her all the best for the future.”

In addition to his existing duties, Daniel Kauer, General Secretary and Head of Corporate Strategy, will assume responsibility for transformation on an interim basis. A decision regarding a permanent successor will be announced in due course.

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Progressive and emotional design language with clean lines and surfaces: automotive design by Audi has always been guided by a clear aesthetic vision – so much so that design has become a core element of Audi’s identity. But what later appears effortless and cohesive doesn’t simply flow from the designer’s pen. Instead, it is the result of a complex creative process. Over the decades, Audi Design has created a multitude of iconic production vehicles and – with apparent ease – developed numerous concepts and studies that have achieved legendary status among brand enthusiasts. The Audi museum mobile’s new special exhibition, “Design Legends,” showcases a selection of spectacular concept vehicles and design studies from the past five decades. Visitors can explore the exhibition from March 28 to July 12. All the exhibits are also integrated into the Audi Tradition app, offering additional content and insights.

Curator Stefan Felber explains: “It’s been 20 years since Audi museum mobile devoted an entire exhibition to design studies. Since then, our guests have repeatedly asked for a revival of this theme – and now the time has come. Concept cars like the Audi quattro Spyder and Audi Avus quattro have returned to our museum, joined by a few studies we’ve never hosted before, such as the Audi e-tron Spyder and the Aztec.” Beyond the concept cars themselves, the exhibition also features special pieces from Audi’s model workshop, offering insights into the creative process behind the designs. Sketches, renderings, and clay models provide a glimpse inside Audi’s creative studio – “showcasing the designers’ ideas, methods, and the journey from vision to form,” says Felber.

Exhibits in the new special exhibition:

• Aztec from 1988
• Audi quattro Spyder from 1991
• Audi Avus quattro from 1991
• Audi TT show car from 1995
• Audi A8 Coupé concept car from 1997
• Audi Steppenwolf from 2000
• Audi Nuvolari quattro from 2003
• Audi Shooting Brake concept from 2005
• Audi e-tron Spyder from 2010
• Audi quattro concept from 2010
• Audi PB 18 e-tron from 2018

Take the museum home with the Audi Tradition app

With the Audi Tradition app, you can take a piece of the Audi museum mobile home with you. Serving as a digital companion at the museum, the app offers in-depth content about the featured vehicles – through text, audio guides for selected models, and even 360-degree panoramic views. Visitors to the museum aren’t allowed to get into the cars and explore their interiors, but the app makes this possible on your smartphone screen. In some cases, even engine sounds can be heard as part of the exhibit description. The app provides information on the exhibits of both the special and permanent exhibitions. It also connects users to the Audi Tradition website, the Audi Tradition online shop for accessories, literature, and spare parts for Audi’s modern classics, and Audi Tradition’s Instagram and TikTok channels. The app also invites you to learn more about Audi’s roots in Ingolstadt through a digital city tour tracing the legacy of Auto Union – or to discover the story behind “Union Lido,” formerly “NSU Lido,” and which NSU vehicle is currently on display at the famed campground near Venice. Finally, the app lists key events where Audi Tradition will present classic cars from the company’s history and shows what there is to discover in the current Tradition exhibit on the top floor of the Audi Forum Neckarsulm. The free app can be downloaded from the main app stores for iOS and Android smartphones.

Article source: www.audi-mediacenter.com

Italian chic made in Ingolstadt: the Audi 100 Coupé S, which went into production in the fall of 1970, is the star of the latest book from Edition Audi Tradition. In the comprehensive history – titled ”Audi 100 Coupé S” – author Dirk-Michael Conradt tells the story of this elegant automobile, revealing countless fascinating facts and exploring how the sports coupé helped shape the image of the brand with the four rings.

When the Audi 100 Coupé S hits the market in October 1970, Audi NSU Auto Union AG – the precursor to today’s AUDI AG – is still in a difficult financial situation. Between 1965 and 1969, production of the VW Beetle helps keep the Ingolstadt plant busy, but it isn’t until 1968, with the unveiling of the Audi 100 C1 – developed without the knowledge of parent company Volkswagen – that Audi’s future in Ingolstadt seems assured. In 1969, the brand with the four rings presents the coupé version, which is clearly inspired by contemporary Italian design, at the IAA in Frankfurt. The interior of the Audi 100 Coupé S captures the fashion of the time, featuring plush corduroy seats and decorative wood trim. Under the hood, the model debuts with a 115-PS four-cylinder engine. The book “Audi 100 Coupé S” details the development of the Audi 100 C1 Sedan and provides an in-depth look at every aspect of the roughly six-year career of the Audi 100 Coupé S. With a total production run of just 30,687 units, the elegant yet powerful sports coupé remains a cult favorite and collector’s item among enthusiasts and individualists alike.

Dirk-Michael Conradt: “Audi 100 Coupé S.” 256 pages, 594 photos and illustrations, Delius Klasing Verlag, Bielefeld / Edition Audi Tradition. First edition 2025. ISBN 978-3-667-12975-8. The book (in German) is available for 39.90 euros from the museum store of the Audi museum mobile in Ingolstadt, from the Audi Tradition Shop at the Audi Forum Neckarsulm, from bookstores, and from the Audi Tradition online shop. A 1:43 scale model of the Audi 100 Coupé S is also available to go with the book.

Article source: www.audi-mediacenter.com