Defining the next generation premium car.

Audi approached gravity to develop a new research method for front-end innovation. By involving a wide range of internal stakeholders and connecting them with future trend observers, gravity devised a global study across USA, China and Germany that breaks with preconceived notions of luxury and status.

gravity translated the findings into a clear vision for Audi’s premium strategy, created a viable design direction and facilitated the internal communication of project results by designing a tangible presentation format. The new research method has become an integral part of Audi’s market research toolbox.