“Art is more real when it consists of objects from the real world. — Robert Rauschenberg, quoted by AUDI Chairman of the Board Rupert Stadler in the Audi A8 Reveal.

“Vorsprung Durch Technik” — Audi communications.

Yesterday at the “The Art of Progress” exhibit collector brunch three top Audi executives took time to speak the press. The prominent Audi leaders shared their incentive for attaching the brand to Art Basel and explained why a starchitecht won’t be designing a limited edition Audi anytime soon.

Chairman of the Board of Management Rupert Stadler, Member of the Board of Management for Marketing and Sales at AUDI AG Peter Schwarzenbauer and AUDI Design Chief Stefan Sielaff chatted with writers about all things Audi, A8, and Design Miami/Art Basel.

Writers from Dwell magazine, Complex, Paper Magazine, Intersection and several UK publications were included in the conversation. Essentially, a cluster of design writers chatted with movers and shakers in the luxury car world for a cross-convergence of cars and culture, appreciated by Gotryke.

Here’s the gist of the discussion.

On how Audi benefits internally from Art Basel:
“You need to have creative persons in an exchange,” Sielaf explained, citing the benefit his designers take away from checking out the art world happening in Miami.

On an end to a means:
“You have to allow the high level of creative and then trim down to meet the goals,” Stadler explained.
Audi, might like design, but this is a pragmatic car company — not an abstract expressionist.

On the Audi buyer:

“We know from market research our customers collect art. 5,000 – 6,000 art collectors will come through to buy art.” Schwarzenbauer said. When these lucky buyer stop by the Art of Progress they will discover they are in the market to afford an Audi A8 in their collections.

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