Audi x AAU

2035 Audi Premium Off-road Car

Unlimited Premium Outdoor Experience

Team Members

Haelyn Kim

Interaction Design

Stuart Trejos

Industrial Design

Walter Yeung

Industrial Design

MISSION STATEMENT

Audi’s 2035 Off Road car is more than a vehicle, it's a companion for elevated exploration.

By merging advanced technology, purposeful design, and the immersive beauty of nature,

it redefines what luxury means in off road travel.

Inspired by Progress through Technology, every detail is meticulously crafted to empower

the modern adventurer to explore without compromise where comfort, elegance, and freedom move in unison.

Why does Audi have a goal of making premium off-road cars in 2035?

BACKGROUND

Opportunity

Vast stretches of open, publicly accessible land,
endless possibilities shaped by North America’s distinctive regional identity.

BACKGROUND

The Environment

Wild array of terrain, weather and conditions

DISCOVER THE PROBLEMS

User Interview quotes

I conducted user interviews to understand the pain points and needs of off-road enthusiasts

"Finding premium services in remote areas is nearly impossible—I want comfort without giving up the adventure."

Ethan

CEO & Off-Road Enthusiast

"Luxury isn’t just about comfort—it’s about making things easier, especially in remote locations where convenience is rare."

Olivia

Nature Photographer

"I want to enjoy nature without stressing over what gear to bring or how to fit everything in my car."

Liam

Digital Nomad & Off-Grid Explorer

TAKE AWAY FROM USER INTERVIEW

Insight 01 : Premium Expectations, Anywhere

Users expect high-quality, comfortable experiences even in remote or off-the-grid locations.

Insight 02 : Convenience Equals Value

For modern travelers, luxury is about ease—automating or simplifying what would otherwise be complicated or time-consuming.

Insight 03 : Gear-Free Escapes

Users want to enjoy outdoor experiences without the mental or physical burden of preparing and transporting gear.

DEFINE

Persona

"Luxury and adventure shouldn’t be opposites.
I want a vehicle that lets me explore nature effortlessly, free from worries.

Bio

Sophia eagerly anticipates every luxury off-road adventure. She seeks thrill and exploration but never compromises comfort, technology, or sustainability. She finds joy in discovering remote landscapes beyond the city whether escaping to highlands or deserts. However, she dislikes the hassle of planning and desires a vehicle that delivers seamless premium services, smart automation, and a stress-free travel experience.

Painpoints

Goals

Hassle-Free Trip Planning & Navigation

Luxury Comfort in the Wild

On-Demand Premium Services

Time-Consuming Travel Logistics

Lack of Seamless Luxury in Remote Locations

Connectivity & Smart Service Limitations

DEFINE A PROBLEM

Planning an Adventure is Work.