Audi Prologue Concept Previews the Shape of Things to Come

Jason Siu
by Jason Siu

Audi has revealed a new concept car on the eve of the LA Auto Show, giving a strong hint at the brand’s beautiful new design direction.

The Prologue concept is unmistakably an Audi but at with a more modern flare. Officially heralding in a new design era for the German automaker, the concept also hints at the potential of a future flagship A9 coupe model that would compete directly with the Mercedes-Benz S-Class coupe. And it’s got the powertrain to back it up with a 4.0-liter TFSI engine with 605 hp and 553 lb-ft of torque, allowing it to accelerate to 62 mph in 3.7 seconds.

According to the German automaker, the Prologue concept is “somewhat shorter and flatter than today’s production A8” and measures in at 16.7-feet long and 6.4-feet wide while it has a height of 4.6 feet. Looking at the new design language, the concept has a low front end with a Singleframe displaying the iconic four rings while the large radiator grille has been widened and is positioned lower compared to today’s Audi models.

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As a concept to show off Audi’s potential design for future models, the Prologue concept focuses more on style inside and out. The interior features three OLED screens that will adapt to the driving style of the driver, adjusting everything from seating position to climate. The concept is also built on an aluminum and high-strength steel chassis and has its powerplant mated to an eight-speed automatic transmission. As was hinted previously, the Prologue concept rides on massive 22-inch wheels which conceal carbon-ceramic brake discs that measure 20 inches in the front.

“When he moved to Audi, Marc Lichte launched a design offensive,” said Prof. Dr. Ulrich Hackenberg, Board Member for Development. “His clear philosophy and precise understanding of Audi DNA let him develop a design strategy that is opening up entirely new perspectives for us. It is progressive and highly emotional; it expresses the technological competence and quality claim of the brand perfectly. The Audi prologue is its first proponent – it is a ‘signature car’ for Audi.”

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GALLERY: Audi Prologue Concept Live Photos

GALLERY: Audi Prologue Concept

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Jason Siu
Jason Siu

Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.

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  • Tommy Peters Tommy Peters on Nov 19, 2014

    Mr. Hackenberg, where is the new design language when the icon is hacked on the face by Aston and by Citroen on the rear. Beautiful car though, even when the G in the running lights turn on to mimic Mercs G-Force.

  • Johnls39 . Johnls39 . on Nov 20, 2014

    Like the grill on this car. The jury is out on the tail lights though.