- The electric Gran Turismo will be available as a strictly limited Audi exclusive edition at market launch
- Customisation program has been setting standards in the personalisation of premium vehicles since 1995
The ability to integrate high-demand design options directly into production has improved significantly in recent years. While the standard range for most Audi models boasts up to eleven colours, Audi exclusive allows customers to choose from an even broader spectrum of additional finishes, including a variety of special Audi exclusive finishes and standard colours from other Audi models. Different markets show different preferences among a range of nuances, from matte to gloss finishes in a wide range of colours.
The Audi exclusive portfolio covers three main areas: full personalization, predefined design and stitching packages, and editions. Customers can choose from a range of eight main finishes for the interior, complemented by three accent colours – Alaska Blue, Iguana Green, and Calendula Yellow. They are showcased perfectly in the Bicolour packages for the Audi e-tron GT, for example. “We want to allow everyone to design their Audi to be as individual as they are,” says Michael Binder from the Audi exclusive Product Marketing team. “Every one of our customers wants to express themselves with their Audi – without saying a word. With the colour and material combinations and our many years of experience, we help customers express their personality and individual style through their car.”
Successes and developments in customer service
Since 2005, Audi exclusive has emphasized its presence with its studios at the Audi Forum in Neckarsulm and Ingolstadt. Customers there receive comprehensive advice and enjoy direct access to the wide range of design options on offer. With the knowledge of their product experts, these centres of excellence are open to customers from all over the world to help them realise their preferences and personal vision. The entire spectrum of customisation options can be experienced live on site, and tailor-made solutions are created in personal conversations.
A significant innovation was the introduction in 2022 of the Audi exclusive customizer*. This visualisation tool provides detailed 3D renderings of thousands of exterior and interior colour combinations, giving customers a taste of the virtually limitless customisation possibilities.
Car enthusiasts will find the right range of exclusive and limited design-oriented elements for luxury and mid-range models at Audi exclusive. Customers of Audi exclusive value autonomy, luxury, high-quality materials, precise manufacturing and sustainability. On average, one in five Audi R8s delivered by Audi featured a personalised interior by Audi exclusive, making the R8 the most frequently equipped car by Audi exclusive to date.
A current example of this special individuality is the Audi of Canadian racecar driver Jacques Villeneuve, whose characteristic helmet design is reflected in his Audi RS 6 Avant2. His car was given a pink body, blue brake calipers, yellow stitching, green JV logos embroidered on the seats, and red seat belts to create an unmistakable overall appearance.
All three model variants of the new Audi e-tron GT are also available as a 299-unit limited Audi exclusive edition in North America, Europe, and other overseas markets. Since the creative minds at Audi find inspiration everywhere in their environment, it is no surprise that the Audi Design team turned to nature and its constant change to inspire the new worlds of colour on offer. Like a kind of design sculpture, each new Audi e-tron GT is meant to always look exciting and fresh from every perspective. Colour and trim designer Christopher Kroener was inspired by the subtle ways that nature changes temperature and light throughout the day. “Our choice of colours was not for a specific tone per se, but rather an emotional approach to the possibility of reproducing a fleeting moment of nature,” explains Kroener. Inspired by morning dew, Mint Gray evokes the fresh feeling of a morning walk, while Mora Violet provides a stylish contrast that reflects a strong, modern aesthetic.
Combined with creativity, an affinity for trends, and technical expertise, the new materials on offer help the new worlds of colour make a stirring impact.
