Design is an attitude | Marc Lichte & the Audi e-tron GT

The new Audi #etronGT is Marc Lichte’s masterpiece. The Head of Audi Design talks about his career at Audi, his inspiration and role models and the design of the e-tron GT. Discover Marc’s personal journey of progress.
#FutureIsAnAttitude
Stay tuned for news from the Audi Universe:
Audi.com: www.audi.com/en.html
Audi MediaCenter: www.audi-mediacenter.com/en
Facebook: / audi.ag
Twitter: / audiofficial
Linkedin: / audi-ag
Instagram: / audiofficial
Audi e-tron GT quattro: Combined electric power consumption: 19.6-18.8 kWh/100 km (NEDC); 21.6-19.9 kWh/100 km (WLTP); Combined CO2 emissions: 0 g/km; Information on fuel/electricity consumption and CO2 emissions in ranges depending on the equipment and accessories of the car. // www.audi.com/en/DAT.html
Audi RS e-tron GT: Combined electric power consumption: 20.2-19.3 kWh/100 km (NEDC); 22.5-20.6 kWh/100 km (WLTP); Combined CO2 emissions: 0 g/km; Information on fuel/electricity consumption and CO2 emissions in ranges depending on the equipment and accessories of the car. // www.audi.com/en/DAT.html

[@mvgc23]

The passion you feel on this guy ... I bet he designed his own toaster

[@salmonboiiiosrs5290]

toast gang

[@flavedrops6073]

For sure he designed his own Toothbrush

[@ngoclannguyen2289]

P

[@OriginalPuro]

It's a manuscript, of course. from* not on.

[@user-nm4kv5ub1f]

He speaks so clear I feel like german is my mother tongue and I haven't studied german a day in my life.

[@simonchin6397]

There is sub title

[@86madee]

Ми ту

[@BladeRunner-PFK]

🤣@@simonchin6397

[@PeterSantenello]

Such a work of art! And such a cool guy.

[@erwina4738]

Hey im one of your subscribers!

[@stefankatscher9650]

The best designed electric car on the market. A true masterpiece!

[@Audi]

Thank you for your kind words.

[@Neojhun]

This and the Pininfarina Battista are the most beautiful BEVs. But one is attainable car the other is Hypercar.

[@realAamirShahzad]

this is good but Tycan is better

[@ryushev2000]

I just hope they slap a drivetrain into it that can mechanically compete with the tesla model s plaid, as of now the battery performance isnt really competetive

[@Neojhun]

@@realAamirShahzad Sorry nope. Coupe Taycan is awkward and poor balance proportions. Then some of the accents like the Eye Tears just don't work. The Audi GT clearly takes that foundation but styles it's differently to be more cohesive and clean. I like the Cross Turismo Wagon though.

[@lucaslu6268]

This is honestly sexiest looking car i've seen in a long while. Audi wins in design again.

[@SahilP2648]

Guess you haven't seen Tesla Roadster then

[@johnq4841]

the design of this car is insane, this man brought us into the future, a true legend!

[@Audi]

Thank you, nice to read.

[@badex3301]

you can feel the passion as he speaks.

[@santimaximtv]

Das sind für mich alles Genies der Neuzeit. Meinen vollen Respekt!

[@Audi]

Es freut uns sehr, dass Ihnen unsere Arbeit so gut gefällt. Vielen Dank für das Kompliment.

[@c1oak_]

Marc is not only a Car Designer, he has also designed his own life in such a way that he is capable of taking mobility four years ahead..

[@derben3781]

Mein Kompliment an Herrn Lichte, sehr sympathisch und kompetent! Sie haben es geschafft Audi ein sehr dynamisches und progressives Design zu geben. Ich hoffe sehr, dass die Qualität, speziell im Innenraum, nicht aus den Augen verloren wird, da die Kunden, die Audi groß gemacht haben, neben dem progressiven Design, das investierte Geld auch in einer überlegenen Innenraumqualität erwarten. Die aktuelle Designsprache ist perfekt, bitte genauso weiterführen! Ein absolutes Traumauto!

[@Audi]

Vielen Dank für Ihr positives Feedback und den Anregungen.

[@christophscholtz7737]

Da kann ich mich nur anschließen Weiter so 👍

[@gsup45]

Love everything about this video - the designer, his passion for designing Audi cars, and the amazing detail that went into designing Audi concepts and this e-tron GT in particular.

[@dirknepomuck334]

Der schönste AUDI aller Zeiten!!! Großer AUDI Fan seit über 35 Jahren. Danke an Marc Lichte und sein Team. Eine echte Meisterleistung.

[@Audi]

Vielen Dank für Ihre netten Worte.

[@FutureGenerator]

Ein wunderschönes Auto. Eine außergewöhnliche Designleistung. Und die Emotionen, wenn Marc Lichte über sein Baby spricht... Gänsehaut. Das macht Hoffnung, dass der Q4 e-tron Sportback auch so nah am Concept Design umsetzt werden wird. Bald werden wir es wissen. Gratulation Marc Lichte und Team, Gratulation Audi!

[@Audi]

Vielen Dank für Ihr liebes Feedback.

[@FutureGenerator]

@@Audi Der Q4 e-tron begeistert ebenfalls! Speziell das Design des Sportbacks überzeugt auf ganzer Linie. Ein absolut toller und ästhetischer Weg, den Audi da geht. Hut ab.

[@jang.9952]

Einer der besten Designer die diese Welt jemals hatte

[@eloloamenkey8334]

I don't have money for that car right now, but it looks incredible. The lines, the colour...Now I'll be haunted by its design in my profound sleeps.

[@hasanasarkaya4871]

Perfect people create perfection, so lucky AUDI, you have perfection like Marc

[@earlj.d.6285]

He had me at 0:07 “Gutes design zeichnet sich dadurch aus, dass es in erster Linie hoch emotional ist”

[@fvegamd]

Really hope to see this design language into the next A5

[@ericcho9063]

You made yourself immortal. This is your legacy, Mark.. Marked it beautifully. ❤

[@chrs1212]

This is a true work of art!

[@rubengardiner1046]

This man is a legend and will go down in history for one of the best car designs ever.

[@gogivan88]

Die Worte zum Schluss haben mich zum Weinen gebracht. Tolles Auto AUDI ♥️

[@Audi]

Vielen Dank für Ihre schönen Worte.

[@4strokeadventures416]

You forget this is a commercial , Audi did a great job ! You can't fake that kind of passion , you feel the drive and passion that the head designer has for project. Audi e -tron Gt looks amazing !

[@3dvortex001]

This is an amazing tribute and inspiration for designers and artists all over the world. Thank you Audi mkting team for making this happen!

[@sentientrob4810]

Wow, what a pleasure to listen to this extraordinary gentleman. He has the skill and passion to make real a beautiful car. Impressive, thank you for sharing 👍

[@pmccommunications3753]

You can feel Mr. Lichte's passion for design and it is relly enjoying to see what he and his team created. Very well done and congratulations on that amazing design.

[@darkblood4749]

This mark lichte i have so much love to him ❤️

[@jerzyczechowski5316]

Fantastische Arbeit am Audi-Modell. Perfekt verfeinert jedes Detail des Autos. Vision, Leidenschaft und Zielstrebigkeit sind ein Erfolgsrezept. Großer Applaus an das Audi-Entwickler- und Designteam. Ein toller Film über die Geschichte des Audi e-tron Projekts.

[@christophscholtz7737]

Gänsehaut PUR Sehr schönes Video mit einer emotionalen Geschichte

[@jrre9271]

Amazing video, and what a beauty it is! Meanwhile, at BMW they seem to be sniffing glue

[@Christian-kg2uk]

Unglaublich starkes Video. Man fühlt die Emotionen, Ehrgeiz und Zielstrebigkeit. Bitte mehr solcher Videos die den Weg einer Person/Idee usw. erzählen und auch gerne länger als 9 Minuten ;)

[@sour4d20]

I love my etron suv. People stop and ask me about it all the time. I've been the talk of my work for the last two weeks. I live in Colorado and the weather can change in seconds. It cuts through snow like a hot knife through butter. It handles ice like nothing I've had before and I have all season tires currently. 10/10! Definitely recommend Audi!

[@eazy1437]

This car is from heaven, design wise it deserves an award

[@Audi]

Thank you for the compliment.

[@mehrdadt.9096]

I'm glad this video popped up on my screen today. Great to see someone so passionate about their work. Truly state of the art, even though I don't know much about cars. This video was a great production of not only a super neat looking car, but also a group of people expressing their utmost dedication to what they believe. Audi is very lucky to have you all on its team.

[@tariganclan]

Man, that passion work really goosebumped and motivated me really well. This is a masterpiece indeed.

[@samarthnarang2184]

Audi RS E-tron is the most beautiful car i have seen in my life. It is the perfect mixture of simplicity with sporty and aesthetics

[@coolcat23]

Eine hochelegante Formensprache, die Agilität, Understatement und Ästhetik perfekt miteinander verbindet. Hocherfreulich auch, dass im Innenraum viele taktile Bedienelemente zum Einsatz kamen. Oft ist ein Bedienelement mit natürlichem Druckpunkt und haptischen Feedback einer Touchscreenlösung weit überlegen und ich applaudiere den Innenraumdesignern der Versuchung widerstanden zu haben mit zu viel Touchscreenlösungen kontraproduktiv Modernität kommunizieren zu wollen.

[@brandonstevens2069]

Perfection! Totally feel the true passion of the Audi team in the design.

[@liquidtunes]

I'm only halfway through the video and I feel it has achieved its goal. I didn't know of Marc Lichte; had only read the e-tron name in passing and frankly, the most design appreciation I had for Audis were the taillights on some of their newer cars. It's great to hear Marc's story and to see the elegance of design on display in this car. Genuinely curious and interested. Bravo! Edit: 08:27 He states that the car is the highlight of his career and has to take a moment to look back at it, being suffused with emotion. What a feeling! Well done Mr Lichte and good on you for ending by acknowledging the team you built this beauty with 👏🏻

[@caesareditz5914]

It's a masterpiece. Astounding look.

[@goodbaddays4130]

Dieses Auto zu besitzen wird eins der Highlights meiner Karriere sein... Ein Kunstwerk!

[@MB_5804]

3:20 *Was für ein perfektes und passendes Bild dem Herrn Murat Günak und Herrn Marc Lichte nebeneinander zu sehen und zu wissen, dass sie mal zusammengearbeitet haben! Und jetzt ist der weltbekannte Fahrzeugdesigner Murat Günak der Chefdesigner bei TOGG, einem türkischen E- Auto Start Up, welcher schon 2022 sein erstes E- SUV auf dem Markt bringen wird. Technisch kann der TOGG auf jeden Fall mit Audi, Daimler und Co. mithalten. Ich hoffe auf eine Kooperation von Audi mit TOGG.*

[@SrikanthBhospet]

That design has the positive happy emotion in it. Amazing.

[@hoopbeast7187]

Perfection at it's finest. Beauty is an understatement

[@alihaider9397]

i love audi cars

[@pulkitsharma159]

7:40 marc lichte emotions 🤝🏻🌻

[@Jannikheu]

Man, how I love passion! I admire it!

[@hunterrr89]

I never owned an Audi and i wasn't the biggest fan but this car is just perfection... I hope i can afford a used one at some point in future :-P

[@RohanDmello]

This is absolute beauty

[@pandconfid]

Give this man a raise for his extraordinary enthusiasm.

[@mikeberg5475]

Geiles Design,das Heck ist für mich der schönste Teil an dem Auto! Tolle Arbeit Herr Lichte

[@matiaslopezllovet8427]

Amazing to hear a designer speak so emotionally proud about it's work. Truely inspiring. Beautiful car.

[@Audi]

We are happy to read those words of appreciation.

[@aldoveliu7629]

Ein sehr inspirierendes Video, ich habe wirklich Gänsehaut bekommen 👏

[@KiceDz]

I have never wanted something so bad. The whole ad is fucking magical. I NEED THAT AUDI

[@lothar5426]

Der schönste Audi den ich je gesehen habe!

[@macfishy46]

Wunderbar, wirklich. Ich finde es so faszinierend, welche Formen immer wieder auftauchen, wenn Funktion Ästhetik diktiert. Das sieht man im e-tron GT, dem Mercedes AMG GT, dem Porsche Panamera: überall tauchen diese Proportionen auf, die sich wie das Mantra einer eigenen Sprache wiederholen: Aerodynamik.

[@S.Sheezy]

I like the design of his glasses also! The car is awesome also!

[@Esco4Lifeee]

Love at first sight. Absolutely gorgeous!

[@necromancer7712]

i mean, i have to give a credit to AUDI design team. Marvelous work throughout the years especially the last 6-7 years.

[@guven016]

Teamwork, Funktionalität, Ästhetik und Liebe

[@sykocode8530]

When you see an ad with a german designer, you know its legit!

[@zizizandlyanable]

Seine Leidenschaft berührt wirklich mein Herz

[@PorubErna]

absolutely marvellous design and great fitting video to complement it! Love it! now just a hundred years of hard work to be able to afford it :)

[@gracie99999]

yup for some like myself tru

[@stylrart]

Great guy, great Design, great car manufacturer. Nothing left to say!

[@giannizanetti1159]

Fantastische Arbeit, Herr Lichte! Habe soeben einen etron gt rs über unser Geschäft konfigurieren und bestellen können (Leasing) und freue mich sehr darauf. In der Zwischenzeit schaue ich diese hochwertigen Videos und die Vorfreude wächst beinahe exponentiell. Besten Dank und herzliche Grüsse aus der Schweiz.

[@Figgboii]

This video is so beautiful and gives me goosebumps

[@rabinfrndrn]

what a BEAUTY!!!!

[@workhard85]

I never thought German can sound so beautiful to ears ..Thanks Audi 💕

[@Audi]

Thank you for your kind words.

[@allenjimnosky5363]

I recommended this to my product-designing student who has been preparing IELTS exam.

[@HitanshSingla]

Saw this car on Munich Airport. Absolutely stunning.

[@Nate-sn6ff]

Audi design is light years ahead of the competition, even above Lambo and Bugatti -- truly I am inspired

[@Minhson2008]

Und das Beste ist.... 😁 ich werde seine Schöpfung bald mein Eigens nennen. Ich kann es kaum erwarten! Nur so zu Info, die Audi homepageseite, wo man sein Auto konfigurieren kann., hat Fehler! Man kann sein Fahrzeug nicht neu konfigurieren und immer wieder lädt er die alte Konfiguration. Jedes mal den Cachspeicher zu löschen ist auch nicht das Wahre. Bei meinen Freunden das gleiche Problem. Und Ambientbeleuchtung hätte ich gerne etwas mehr zur Auswahl! Und noch etwas, könnt ihr für uns Norwegern eine Nummernschildbeheizung als Optional mal machen? Muss immer wieder mit dem Hammer dickes Eis abschlagen und jede 10 min. den Schnee wegputzen. Soetwas hat noch kein Autohersteller. Wäre echt klasse! Super Video! Und danke für diese Schöpfung 🤩👍 Gruss aus 🇳🇴 Norwegen

[@4samAA7]

I seriously would want to buy this car just for the exterior look. just perfect!

[@croska]

Very inspiring story! Beautiful!

[@fikaqq]

breathtaking masterpiece

[@user-eo8zu2hg1e]

This car is really really beautiful!

[@LUCA_77.]

Ein sehr tolles Auto sehr schön das Diseyn von Audi ist toll ich bin sehr gespannt was Audi in den nächsten Jahren noch bringen wird👍😃

[@benwholoves4450]

I would love to know whether Marc and Thomas (Ingenlath) ever worked together and if it is a coincidence that Audi as a company produced (or attracted) 2 such exceptional designers. I feel that Marc and Thomas (now at Polestar) are designer soul brothers. When you look at this beauty and that of the Polestar One, it is truly breath-taking. I've said before of other art that it matters not whether I will ever be able to afford one or not. I am privileged to share the planet with such beauty and the authors thereof who for me reflect the Author of all beauty.

[@charlesrs6295]

Amazing !

[@robys004]

It looks so inspired by the Porsche Panamara ( a VW group company)...the best 4 door sedan design even now.

[@jtahoem]

Fully agree!

[@Desert9999]

Superb video, great designer, exeptional vehicle

[@jasonbay4551]

Makes me be proud to be german. Inspiring

[@mikeski8590]

Seit 30 Jahren Audi-Fahrer - seit 30 Jahren begeistert - Best Car Brand!

[@Audi]

Vielen Dank für das Lob und vor allem für Ihre jahrelange Treue, Mike. ❤

[@pequod4557]

My first car ever is gonna be electric, i know what I'm going for, thanks Audi!

[@gracie99999]

it’s perfect looking and hope you find over time same with all else

[@michaelsiebert7128]

Super design,sehr sportlich 😊

[@zoneone3855]

OMFG ! .. this is why i love AUDI :)

[@hammmodjabeer7278]

The best designer in the world.

[@dayinthegrind688]

I'm in love with my A4. I can't even fathom the e-Tron GT

[@Hk86bs]

Such an inspiration. A true genius

[@ahmadelhamshary62]

He speaks to my soul.

[@eagleeatsmonkey3621]

this design is beautiful

[@raphael9339]

Great looking EV Audi 👍 Hope it has over the air updates 🤞

[@dragoard7886]

Marc Lichte Ein Genie. Ein Visionier und Ein Gentleman...

[@devanshgaur_]

Will own it one day!!!!

[@Hirosakayuki]

マークリヒテさんかっこいい♡ I have TT from 2016 in Japan and my love car is Audi .

[@RJVISUAL]

My dream car.....🥺😍

[@indobalkanizer6557]

"Gutes design" sounds like another cool German brand motto, wow!

[@Inshamughal8]

Please Audi keep this design live forever 🥰

[@gracie99999]

so clean

[@gracie99999]

surprised i don’t see many of these roaming about

[@Inshamughal8]

@@gracie99999 ok bro

[@JohnThePA]

I love my Audi S5 and the E-tron is just stunning. Just need the funds lol

[@blackpele]

That's true passion....................