Audi eyes ‘intelligent orchestration’ for enhanced in-car experience

Audi has gone big with its latest model. The Q9 is the company’s largest SUV to date, and comes armed with an array of new features and technologies both inside and out. But how do all these fit together to create a compelling in-car experience?

Sophie Severin, head of in-car digital experience at Audi, boils it down to four core principles: clear, technical, intelligent and emotional. As she tells Car Design News: "It is conceived as a holistic interaction across interfaces, light, fragrance, sound, and controls. The system operates seamlessly in the background, supporting the user without dominating the experience.”

A key focus for this experience is the “orchestration of interaction channels.” In relation to the new Q9, Severin explains that there is a distinct balance between digital and physical components – a balance that has been designed specifically to create a “meaningful” in-car experience.

For example, the mix of physical buttons and haptic feedback controls has been carefully considered. A small rotary dial for media control is positioned alongside a group of physical buttons on the centre console, ensuring easy access to drive mode selection, stop/start function, hazards, reverse camera and traction control. Climate control, however, is operated using the 14.5-inch OLED touchscreen, which delivers a “click” when used that allows the driver to keep their eyes on the road without checking if the command was registered. These are simple decisions, but ones that make notable differences for the user experience. 

“Technology must not demand more than it delivers, should not overwhelm users, and should never be an end in itself,” says Severin. “It is not a matter of digital versus haptic. Hardware components are carefully positioned and prioritised to align with customer expectations and their specific use cases.”

Another crucial part of the UX and interior “orchestration” in the Q9 is the use of light. A giant panoramic sunroof covering over 1.5 square meters (the largest Audi has ever included on a model) has an automatic privacy function whereby the glass turns opaque when the car is parked and returns to normal when the car is started again. It also has 84 LEDs built inside, and can be illuminated to match the ambient lighting accents found on the dash, doors, centre console and headrests.

Designing and developing these technologies undoubtedly comes with challenges. But the real task, according to Severin, is the unification of these systems, ensuring there is a cohesive in-car experience that connects all means of interaction. This is where AI comes into play.

“AI supports the orchestration of interaction channels, particularly sound and contextual feedback,” she says. “It enables the vehicle to become predictive and to deliver services unobtrusively. Importantly, AI goes beyond voice control, contributing to a multi-sensory holistic interaction ecosystem, integrating light, sound, and display behaviour. The focus is on embedding intelligence seamlessly rather than showcasing it explicitly.”

Inside the Q9, the updated Bang & Olufsen sound system is linked to the dynamic interaction light (IAL) system and uses AI to match colour changes of the ambient lighting to the rhythm of the music. The lights will also match the colour scheme of the artwork for each song.

AI is even impacting CMF work at Audi. Severin suggests that it is “driving a renewed emphasis on haptics,” particularly for frequently used functions like climate controls, and is helping each interaction point between vehicle and driver to become more deliberate and higher in quality.

“I believe there will be a stronger focus on intelligent orchestration of the senses – sound, light, fragrance and haptics – alongside further development of adaptive, context-aware interaction powered by AI. I also expect a continued emphasis on refining haptic interaction as a key driver of usability,” Severin predicts.

Delivering new in-car experiences is vital to maximise functionality and stay relevant. But overloading a car with tech could quickly make for a soulless interior, and brands may be in danger of losing sight of their heritage and identity, particularly with the growing adoption of AI-driven features.

Severin explains that there is another balancing act to be done when it comes to including new UX design features and maintaining Audi’s core principles. “Innovation keeps the experience relevant and valuable, but it must always deliver a clear user benefit,” she notes. “The balance lies in the consistent execution of design principles that anchor new features within Audi’s identity. Technology is integrated subtly, ensuring it enhances rather than disrupts the brand’s established clarity and usability.”

‘Vorsprung durch Technik’ has long been synonymous with sporty, fun-to-drive vehicles – a key part of the brand’s identity. The company also unveiled a new design philosophy in late 2025 dubbed ‘Strive For Clarity’, in which reduction and a minimalist approach will be used to distill both the interior and exterior design of forthcoming models. In tandem, Audi’s CEO Gernot Döllner says that the brand will be “increasingly defined” by the in-car experience.