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How the interior of the Audi Q6 e-tron applies the brand’s new design philosophy in series production

  • Human-centric: The needs and desires of the occupants as the starting point for the design of the space, its architecture and functions
  • Digital stage: Sculptured, free-standing curved display with front passenger display and augmented reality head-up display form the digital cockpit
  • Material-driven design: Three-dimensional applications give a generous sense of space, lightness and comfort

Ingolstadt/Munich, September 3, 2023 – Designed from the inside out: The interior of the new Audi Q6 e‑tron model series is tailored more closely than ever to the user’s needs and has been reimagined accordingly. For example, the three-dimensional, high-contrast design deliberately places elements in the foreground or background, creating a three-dimensional spatial architecture with aesthetics and ergonomics perfectly tuned to the occupants. The Audi Q6 e‑tron is the first model series based on the newly developed Premium Platform Electric (PPE) and the new E3 electronics architecture. Both serve as the basis for rethinking the interior’s design and range of functions. Technology, aesthetics, and sustainability are in perfect balance in the Audi Q6 e‑tron.

“All-encompassing digitalization, the central importance of sustainability and personal freedom, new definitions of time well spent and luxury – we unquestionably live in the most exciting times in the history of automotive design. So it is exactly the right moment for brave and creative minds to ask innovative questions and leave the well-trodden path to find intelligent answers elsewhere,” says Head of Audi Design Marc Lichte. “One of these questions forms the starting point of our new design process: What do our customers want to experience in and with their vehicle? Because their needs and desires uniquely shape the space, the architecture, and the functions. By understanding the interior as the centre of our customers’ lives and experiences, we are rejecting the status quo and systematically designing the vehicle from the inside out. With the Q6 e‑tron, we are giving our vision concrete form in the present.”

Interior: Design unified
The wraparound feel of the dashboard extends from the doors through the entire cockpit, creating a homogeneous and welcoming feeling of space. The colours and high-quality materials, some of which are made from recycled materials, are also used in the seats.

This brings together all the interior components as though they were designed as a single space; the occupants feel like they are in a snug cocoon. The materials used were selected with functionality in mind and outline the different areas of the vehicle interior through their design. Areas emphasizing comfort stand out with their large surfaces and soft materials. In contrast, the precisely designed operating areas are finished in high-quality, high-gloss black to provide the necessary clarity when interacting with the vehicle.

The aim was to give the materials a much stronger presence by increasing their density and quality. The interior trim now becomes a functional design element. Besides providing a feeling of spaciousness, this philosophy creates clarity as well as comfort. Low-lying and slim horizontal air vents add to the overall appearance. A set of controls in a “black panel” look is integrated into the door handle on the driver’s side and coordinates perfectly with the modern interior. It contains the most important functions, such as mirror settings, seat and door functions, and light and visibility settings.

Sustainable aesthetics: Dinamica and Elastic Melange fabric
Some of the materials used in the Softwrap on the wraparound dash are sustainably produced from the recycled fabric Elastic Melange, which is made from 100 percent recycled polyester. The sports seats with contrasting stitching are also available in Elastic Melange. The fabric Argument, which is available on versions of some seats and for the headliner, is made from the same material. In the S model, the sports seats plus are available in Dinamica microfiber (also a recycled material) or fine Nappa leather with diamond stitching. The surfaces on the instrument panel come as standard in a fine paint finish, volcano grey, some of which are made from renewable raw materials. Alternatively, they are available in wood, either sweetgum natural in light brown, or birch linear natural in stone grey, as well as matt brushed aluminium in anthracite. In the S model, customers can choose between matt brushed aluminium in anthracite, a carbon micro-twill structure, or a high-tech mesh in anthracite. The latter is an innovative, technical-looking polyester fabric with a haptic structure and a new look that is made from recycled materials. The floor mats in the Audi Q6 e-tron are made from Econyl. In the production of this material, old fishing nets, carpets, and industrial waste are upcycled.

PPE: spaciousness and suitability for everyday use
The Audi Q6 e-tron embodies Audi’s DNA and strikes a perfect balance between impressive driving and charging performance and technical innovation. Thanks to the new PPE platform, explicitly developed for electric mobility, the vehicle also boasts a spacious interior, while being highly suitable for everyday use. For example, the interior offers many different storage spaces and trays. The centre console features two cupholders, a cell phone charging tray, and two smartphone charging ports. As is characteristic of an electric car without a transmission tunnel, there is additional legroom, which makes it easy to climb into the back seats, and the rear centre seat is very comfortable.

The trunk offers 526 litres of storage space. When the rear row of seats is folded down, the storage space increases to up to 1,529 litres. The rear seats fold down individually (40:20:40). Then there are another 64 litres of storage space in the frunk (front boot) under the bonnet – where a mobile charging cable (mode 3) or smaller travel bags can be conveniently stowed.

The digital stage with a free-standing curved display
The interior is dominated by the “digital stage” with the Audi MMI panoramic display and the MMI front passenger display. The clearly grouped displays are perfectly integrated into the design concept and give the interior a spacious and airy feel. The slim, free-standing Audi MMI panoramic display features a curved design and OLED technology and consists of the MMI panoramic display with an 11.9-inch Audi virtual cockpit and 14.5-inch MMI touch display. The area within the driver’s reach is designed as an arc, and the display, with its curved shape, mirrors this. What’s more, the form of the curved display is reminiscent of the Singleframe that defines Audi’s look. Special ambient lighting makes the curved display appear to float at night.

For the front passenger, the digital stage is systematically and individually complemented by the 10.9-inch MMI front passenger display, which is also perfectly integrated into the dashboard design. An active privacy mode with shutter technology lets the passenger watch movies undisturbed without distracting the driver. At the same time, it enables the passenger to assist the driver, for example, with navigation. In the basic version, the passenger infotainment display has a black high-gloss surface.

The optional augmented reality (AR) head-up display (HUD) for the Q6 e‑tron represents a significant advance in display technology at Audi. It reflects a large, tilted image plane across the windshield to the driver, showing relevant information such as speed, traffic signs, and assistance and navigation icons. The image plane is tilted forward for an enhanced AR experience. The focus of the human eye moves along with it. This process and the high virtual image distance create the impression that the items depicted are floating up to 200 metres away and that they interact directly with the environment. The driver can quickly understand the displays without being confused or distracted by them. They offer significant support, particularly in conditions with poor visibility. The field of view for AR content corresponds to a diagonal of about 88 inches from the driver’s perspective.

Interaction light stages the interior
In addition, there is the Interaction light (IAL), which offers a wide range of communication functions that aid the car in interacting with its occupants. It envelops the interior and the cockpit in a generous arc. With its LEDs, the light strip has a brightness of up to 1,200 cd. The IAL performs three central functions. First, it helps stage the interior, for example, with a welcome function and displays when the vehicle is locked and unlocked. The IAL merges into the contour light so that if the former is inactive, it appears in the same colour as the latter.

The IAL also assists with safety: For example, it visualizes the dynamic turn signals. However, the IAL remains an additional display and does not replace the turn signals in the virtual cockpit.

Finally, it also visualizes other information, such as the charge level display and charging progress, shown as a pulsating light. The Interaction light is part of the ambient light package plus.

Audi’s self-learning voice assistant and an integrated app store
The new electronics platform ensures Audi customers experience digitalization in the vehicle more than ever before. As the first vehicle based on the new E3 architecture, the Audi Q6 e‑tron series is equipped with a fully connected digital interior. Various functions are now intelligently linked, enabling a new interior experience and innovative features.

At the same time, Audi is introducing a completely new, uniform infotainment platform in the Audi Q6 e-tron, developed with the software company CARIAD. It is based on Android Automotive. Continuous software updates mean all car systems are always up to date.

Purchasers of the first fully electric model built in Ingolstadt will benefit from the vehicle’s high degree of connectivity in several ways. For example, users can control many vehicle functions using Audi’s self-learning voice assistant, both online and offline. Deeply integrated into the vehicle, the assistant is now represented for the first time by an avatar in the dashboard (“Audi Assistant Dashboard”) and the augmented reality head-up display. The user activates the assistant with the phrase “Hey Audi.” It can also be activated via various other touchpoints and the myAudi app. Regarding multimodality, the new display and operating concept allows the driver to search for the nearest charging station using voice dialogue and to select from the list (which is presorted using AI) using the touch display.

Spoken commands are also shown in the display as text (“see what you speak”). The digital assistant continuously learns from the user’s behaviour to offer them the best possible support. This support can be divided into three categories: proactive suggestions (contextual information is used to proactively and situationally suggest functions for activation), smart routines (recurring operating sequences are automated, such as the use of the seat air conditioning according to certain outside temperatures), and intelligent lists (such as call lists).

Thanks to a store for apps, users can also use many of their favourite apps directly on the vehicle display. By embedding the store, which was jointly developed with CARIAD and their partner Harman Ignite, customers can directly and intuitively access popular third-party apps through the MMI touch display using a data link in the vehicle. The selected apps are installed directly on Audi’s infotainment system – without the need for a smartphone. Users can also interact with their apps via voice commands.

3D sound system for maximum acoustic precision
The Audi Q6 e‑tron’s optional Bang & Olufsen Premium Sound System with 3D sound provides maximum acoustic precision.

A small speaker in each A‑pillar reproduces the effect of height; the windshield reflects the sound they emit. The music is experienced precisely as recorded – for a natural and impressive sound experience. A highly efficient amplifier is at the heart of the Bang & Olufsen Premium Sound System. It drives 22 loudspeakers with 830 watts. Four are integrated into the front seat headrests, a design that enables Audi to introduce so-called sound zones for the first time. The bass loudspeakers in the front doors are in a separate housing, causing less vibration of nearby parts and ensuring that the sound is reproduced with great accuracy. This improves the sound quality and reduces sound propagation outside the vehicle. The decoupling of the loudspeaker also provides a precise, voluminous bass. Illuminated lettering stages the sound system at night.

With this multi-faceted interior, which Audi recognizes as “the centre of our customers’ lives and experiences,” the Q6 e-tron fulfils its user’s needs through design and technology in ways not previously possible.

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Note to Editors
In 2022, a challenging year marked globally by restrictions due to the coronavirus pandemic and semiconductor shortage, Audi UK delivered a total of 110,193 vehicles. Audi remained the leading premium car brand in the UK as well as completing the year as the overall number three best-selling brand. Audi continues to make considerable headway with its range-wide electrification programme, delivering 118,196 electric vehicles to customers last year – a 44 percent increase over the previous 12 months.  By 2025, Audi will launch 20 new models – more than 10 of which will be fully electric – in the most important markets worldwide and achieve roughly 40 percent of its sales with electrified variants. These will of course be underpinned by a range of models with classic layouts covering every relevant market segment from the compact class to the luxury class.

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Morgan and Malle London introduce Super 3 Malle Rally Special

  • The Morgan Super 3 Malle Rally Special is a celebration of adventure, embodying Malle London’s ‘Prepared To Get Lost’ philosophy and the escapism of Morgan’s Super 3
  • Revealed today at the Malle Mile Festival at Grimsthorpe Castle in Lincolnshire, the special collection has been jointly curated by Morgan and Malle London
  • In addition to an extensive array of bespoke features, owners will be equipped with the full Driver’s Collection of Morgan x Malle apparel and accessories, as well as entry for them and a co-pilot to a host of Malle events including: a week-long Malle adventure rally, throughout Great Britain, across the Alps or up into the Arctic
  • The introduction of the ‘Malle Rally Special’ follows 12 months of adventure that has seen a Super 3 Support Vehicle take on a host of Malle’s adventure, rallies and races.
  • The Malle Rally Special edition features a fixed specification with a unique topographic livery, and is available in yellow, red, or black colour themes. These three distinctive colourways, which reflect Malle London’s brand colours, culminate to create a series of Malle Rally Special
  • The Super 3 Malle Rally Special capsule collection is available to purchase now, and – for the first time in Morgan’s history – is available to reserve online on the company’s website

Grimsthorpe Castle, 21 July
Morgan and Malle London are continuing their successful collaboration with the introduction of a co-designed Super 3 Malle Rally Special, delivered to customers complete with the full Driver’s Collection of Morgan x Malle apparel and accessories, and entry into one of the future Malle rally events, throughout Great Britain, across the Alps or up into the Arctic.

Launched today at The Malle Mile Festival in Lincolnshire, the Super 3 Malle Rally Special celebrates the adventurous spirit of Super 3 and embodies Malle London’s ‘Prepared To Get Lost’ philosophy. The introduction of the new special follows a year of adventure and exploration between the two companies, in which a specially commissioned Super 3 Malle Rally Support Vehicle has embarked on adventures around the UK and Europe.

The Great Malle Rallies
Ownership of the Super 3 Malle Rally Special includes an invitation to a future Malle Rally, where owners will be able to take part in an unforgettable week-long adventure in their own car. Those rallies include The Great Malle Rally in the UK, The Great Malle Mountain Rally in Europe and the forthcoming Great Malle Arctic Rally. The UK rally is the longest motorcycle rally in the UK, carving a 1,500 mile route from the most Southern tip to the most Northern tip. The European adventure is the longest motorcycle rally ever attempted across the entire Alps mountain range, carving a 1,500 mile route which takes in six countries in six days, from Austria to Monaco, taking in some of the highest drivable roads in Europe. 

The Vehicle
The Super 3 Malle Rally Special is available in a choice of three colours, yellow – which features prominently in the announcement photography and video –, red, and black, each of which reflect Malle’s brand colours. The distinctive design is characterised by the specially commissioned livery which adorns the vehicle and is only available as part of the unique specification. Co-designed by the two British companies, the livery incorporates a topographic map design that celebrates Malle’s favourite British mountain road, as well as a choice of numbered roundel, Union Flag branding and the ‘Prepared To Get Lost’ tagline on the rear boot lid. The exhaust, nose cone and roll hoops are all finished in white.

The special model features an extensive list of options and accessories as part of its standard specification. These have been curated to help distinguish the edition visually, as well as equipping owners for adventure. Highlight accessories include USB charging points, lockable storage, Beeline navigation system, interior bungee cords, rear luggage rack, LED headlights (for EU version only), heated seats, footwell lighting and cupholder.

The features on the Super 3 Malle Rally Special have been tried and tested during thousands of miles of driving by the Morgan and Malle teams, including a 4,000-mile intense road trip in just 12 days. Two Driver’s Collection sets, which include Malle x Morgan jackets, knee guards, step guards and panniers, are also equipped with the vehicle.

Morgan x Malle Driver’s Collection
The Morgan x Malle Driver’s Collection features a mix of apparel and vehicle accessories, each of which has been co-designed between Morgan and Malle London. Waterproof and windproof, the Malle x Morgan Jacket is handcrafted using a hardwearing 10oz British waxed canvas. It features a storm baffle around the neck, GPS headphone port, multiple pockets sized appropriately for keys and documents, a poacher’s pouch, storm flap opening and quilted interior for added insulation. Designed to be used with the jacket is the Morgan x Malle Knee Guard, a must have for Super 3 use in inclement weather. The snap points at the waist of the jacket double up to receive the knee guard, which is also handcrafted in hardwearing 10oz British waxed canvas. Both the jacket and knee guard are available in black or sand and complete the wearable element of the Morgan x Malle Driver’s Collection.The Driver’s Collection also features accessories that have been designed alongside the development of Super 3. Weatherproof waxed canvas panniers attach to Super 3’s sideblades, carrying luggage with assorted compartments to separate wet and dry clothing. Step guards, which are situated for pilot and co-pilot, ensure the seat remains protected during ingress and egress.

Availability
The Super 3 Malle Rally Special is priced at £54,995 (plus taxes and OTR). The price includes the full specification, all Malle x Morgan Driver’s Collection items for pilot and co-pilot, entrance to a choice of Malle Rally, and VIP entry to the Malle Mile and Malle Beach Race. Moreover, owners will be welcomed to Morgan’s historic home at Pickersleigh Road in Malvern Link, to join the individuals who handcraft each Morgan sports car, using rare skills passed down through generations.

Available to purchase from today, the special represents the first Morgan in the company’s 114-year history that can be reserved online. Interested customers are encouraged to visit Morgan’s website or contact a Morgan dealership to discover more.

Jonathan Wells, Chief Design Officer, Morgan Motor Company, commented: “From the outset of Super 3’s design process we had envisioned the vehicle embarking on incredible adventures all over the world. Through our collaboration with Malle London, we have been able to realise this vision and help equip owners to have their own adventures.

Throughout the last year, Malle has been able to prove the adventure credentials of Super 3, taking its Support Vehicle on numerous rallies and adventures in the UK and Europe. Following the success of those adventures, and the willingness to encourage more individuals to enjoy such journeys, the natural next step for our two companies was to collaborate on a dedicated Super 3 rally series.

This is the first special Super 3 that has been available to customers since the launch of the production model in February 2022. Complete with every accessory an owner could need, and with functional and striking design at its core, we have created the ideal special series.”  

Robert Nightingale, Founder of Malle London, commented: “In 2022 we had the envious role of taking one of the first Super 3 prototypes out for a spin, and in true Malle fashion we drove it 3,000 miles over nine days on The Great Malle Rally, supporting 100 custom and classic motorcycles.

“The reception to Super 3 is always incredible, met with smiles and waves! It’s not like driving a car, or a motorcycle. In the Super 3 our photography team were able to get closer to the rally riders than ever before, capturing amazing shots from an entirely new perspective. Super 3 continued to feature in all Malle events throughout the summer, then in late 2022 we collaborated with Morgan’s design team to build a custom ‘fit for purpose’ Support Vehicle for The Great Malle Mountain Rally, the longest motorcycle Alpine rally ever attempted.

“From Austria to Monaco, we travelled through six countries in six days, across all the highest mountain passes, up to 2,800m multiple times and back again! The Super 3 Support Vehicle covered 4,000 miles in 12 days. Including 728 miles in 24 hours, driven by myself.

“The Super 3 Malle Rally Special is born out of these wild adventures, inspired by our own experiences and the desire to make them available to more adventurers around the world. It is more than just a car or transportation it’s a real ‘money can’t buy’ experience. We can’t wait to welcome drivers of the Malle Rally Specials to future Malle rallies and as a VIP guest to future Malle races.”

ENDS

Images: https://media.morgan-motor.com

About Morgan Motor Company
Morgan Motor Company has been handcrafting sports cars since 1909 and is one of the world’s pre-eminent coachbuilders. Pioneering its unique blend of traditional craftsmanship and modern technology, every Morgan is handmade to order.

The historic home of Morgan is at Pickersleigh Road in Malvern Link, Worcestershire. This is the only place in the world where Morgan cars are built. Steeped in history, the hallowed red brick buildings are home to one of the most unique automotive production facilities in the world.

Morgan sports cars are hand crafted using three core elements: ash, aluminium, and leather. Every car is entirely unique, built to the highest standards by passionate craftsmen and women, whose skills are handed down through generations and perfected over a lifetime, bringing together heritage, innovation, and cutting-edge technology.

Morgan’s model line-up comprises Super 3, Plus Four and Plus Six. Characterised by its analogue driving experience, whichever model you choose, every journey in a Morgan is an adventure.

For further information please contact:
James Gilbert
Email: james.gilbert@morgan-motor.co.uk  
Phone: +44 (0) 1684 580151

About Malle London
Malle London is a family company that was started in 2014 by two ‘designers/cousins/motorcycle-disciples’ Robert Nightingale & Jonny Cazzola.

After a decade of working in the design, engineering, and innovation space and after many trans-continental motorcycle adventures; they decided to set out to create more robust and utilitarian adventure accessories – to enable motorcyclists and adventurers to go further and in-turn inspiring them to appreciate and travel the world more.

In 2015, Malle hosted ‘The Malle Mile’ in London, an intimate and inappropriate motorcycle race which has grown organically every year and has been a sold-out event for the last 9 years.

In 2017 Malle hosted ‘The Great Malle Rally‘, the longest motorcycle rally ever attempted in Great Britain. Exploring over 1,500 miles from the northern tip to the southern tip with 100 custom, classic and cafe motorcycles. In 2020 they hosted the first ever ‘Malle Mile Beach Race’ on Margate Sands.

Then in 2022, Malle hosted ‘The Great Malle Mountain Rally’, the longest motorcycle rally ever attempted across the entirety of the Alps. Six countries in six days from Austria to Monaco. Always pushing boundaries, expect to see new motorcycle adventures, rallies and celebrations happening in Britain, Europe and beyond.

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