Audi’s recent launch of its new electric vehicle lineup during the 2025 Audi Night in Schlieren marks a significant leap forward for the automotive giant in the burgeoning electric mobility sector. This high-profile event not only showcased a suite of sophisticated models but also integrated a multisensory experience that highlighted the brand’s evolving ethos and commitment to innovation.
The event, themed “Five Courses – Five Senses – Five Worlds,” ingeniously linked each of Audi’s new models with culinary interpretations designed to evoke sensory experiences. This approach aimed to immerse attendees in the unique characteristics of each vehicle, effectively allowing them to experience the essence of automotive engineering through food. The theme underscored Audi’s mission to create not merely cars, but holistic experiences that resonate on multiple sensory levels.
At the forefront of the presentation was the nearly silent SQ6 Sportback e-tron. Former professional skier Tina Weirather aptly dubbed it the “Sound of Silence,” emphasizing its state-of-the-art electric powertrain that delivers an almost imperceptible driving experience. This model symbolizes not just Audi’s commitment to electric vehicles but also a broader shift toward quieter, more sustainable transportation options. In addition to the SQ6, the event marked the Swiss debut of the new A6 Avant and featured the A6 Sportback e-tron, which boasts an impressive drag coefficient of just 0.21, alongside the sporty SQ5 Sportback and the A5 Avant e-hybrid.
Key figures in Audi’s leadership and automotive design joined the celebration to offer insights into the future of the brand. Rolf Michl, CEO of Audi, and racing legend Tom Kristensen reflected on Audi’s historic achievements in motorsport, including a retrospective on the Audi R18 TDI ultra, the champion vehicle from the 2012 Sebring race. They also discussed Audi’s upcoming participation in Formula 1 and unveiled an exclusive collector’s program, Audi Racing Legends, which will make historically significant race cars accessible to enthusiasts in drivable condition.
Dr. Moni Islam, head of aerodynamics at Audi, elaborated on the technological advancements that contribute to reducing vehicle noise, such as digital simulations and wind tunnel testing. These innovations are pivotal in shaping the quiet interior environments associated with electric vehicles, a necessary evolution in the age of silent mobility. The integration of advanced design elements reflects a commitment to enhancing the overall experience of driving an electric vehicle, rather than merely transitioning from combustion engines to electric powertrains.
The new A6 Avant’s design was discussed by Francesco D’Amore, Audi’s exterior designer, who explained that the vehicle’s aesthetics must generate an immediate, impactful presence. His design philosophy emphasizes the importance of tension, proportion, and clarity, aiming to transform the Avant model into a personalized statement reflecting the owner’s identity through various options in color, materials, and features.
The evening’s proceedings were artfully moderated by Sarah Andrina Schütz, who guided attendees through the five thematic experiences outlined in Audi’s showcase. Complementing the automotive displays, three-star chef Andreas Caminada devised an exquisite menu inspired by Audi’s ideals. Each dish was a testament to the principles of the brand, starting with delicacies such as delicate marinated perch and culminating in a floral rhubarb dessert, designed to evoke the intricacies of Audi’s vehicles and their emphasis on precision and artistry.
The Audi Night event served as a compelling reassertion of the brand as it transitions toward a more electrified future. Audi emphasized that the evolution of mobility does not equate to a departure from style or substance; rather, it symbolizes a new, quieter, and more refined understanding of what it means to drive. The overarching message was clear: the future of transportation can be both serene and powerful, illustrating that innovation can engage not just the eyes, but multiple senses, creating a comprehensive experience that challenges conventional notions of automotive excellence.
As the automotive landscape continues to evolve with a pronounced focus on electrification, Audi’s recent initiatives signal a noteworthy shift among luxury automobile manufacturers. By intertwining vehicle performance with sensory engagement, Audi is setting a template for how premium brands can adapt to and thrive in an increasingly competitive and environmentally conscious market.
Reflecting on the implications of these developments, industry experts suggest that as electric vehicles gain market share, manufacturers will need to prioritize not just technological advancements, but also the emotional connections consumers form with their vehicles. Audi’s holistic approach at the Audi Night serves as a model for how automotive brands can differentiate themselves in an era increasingly defined by sustainability and customer experience.
In summary, Audi’s innovative launch of its electric vehicle lineup during the Audi Night exemplifies a strategic and sensory-driven narrative that may redefine consumer expectations in the automotive sector. As the industry embarks on this transformative journey, brands like Audi are not only focusing on vehicles that are fueled by electricity but are also emphasizing the wealth of experiences that accompany them, thereby creating a future where driving is reimagined in more meaningful ways.