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Originally Posted by Rob There really is no such thing as avant-garde design ...all predictions of "the future" are invariably set to be seen from a contemporary context ..thus, the results will inevitably be expressions of the present -- but that may be at a very highly cultured level, like concept cars. |
Well, then they do not translate their interpretaion of the future, seen from a contemporary point of view, in production cars.
They don't have that certain thing to make them interesting, tough they are beautifull.
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Well Audi is changing -- they have established a strong position -- they are not about sudden and irrational change ....that would go completely against the aesthetic principles of the brand. As I said earlier, Audi is a design-led manufacturer ...that goes much further than just the appearence of their cars .... Audi's aesthetic philosophy is wholistic -- it is incorporated into the entire system of the brand: marketing, manufacturing, and corporate.
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When cars such as the R8 become their standard, rather than their exception, that's when they'll become a design leader.
I contradict your point that Audi's philosophy is wholistic, since they don't have one. That's what VW/Audi din't realise when they started chassing the big boys.
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| Vorsprung durch Technik -- this is more than just a pragmatic slogan -- it is a metaphysical one too -- the whole culture of the brand is built around this pusuit of advancement through technology -- it is a clean, all encopassing, and very Teutonic aesthetic.
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Don't buy this. Their brand doesn't have a culture of their own.
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Well sure ...it is clearly a part of the evolution of the brand ...I think we have seen quite clearly that Audi have become more expessive with their recent designs
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Switching from Aero To Bauhaus to Humanity is evolution ?!
Not to mention that Audi have not created the brand image/philosophy of their own like the rest.
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That is a moot point Imhotep Evil -- I don't think Audi is following BMW in terms of actual design perse ...
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The idea/philosophy is the same, humanity, they said it themselves. It's just that the execution is very diferent.
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but of course BMW have been enormously influential in the design world ..Audi, being a pragmatic and receptive design-led company, are naturally going to take notice of design philosophies from other leaders ....but like BMW, that is not confined to the auto-industry ....but also from all facets of art, music, architecture, science, information technology and IT culture, philosophy, anthropology and sociology. There are people who are professional trend spotters -- they are employed by companies like Audi, Nike, IBM, etc. to research all manor of social, cultural, and design trends.
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Agreed.
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But Nietzsche was referring to metaphysics as it pertains to religion. I am using the term metaphysics in a more general sense ...metaphysics meaning the subconscious, underlying associations of semiotics and specific aesthetics in our contemporary culture -- of course, these associations and meanings can vary from one culture to another ...or from person to person ...but also can change over time.
All objects are metaphysical -- it is a basic human condition that we make associations and cultural references throughout our lives with each experience ....we attach subconscious meanings to the objects we encounter -- some objects are highly metaphysical ...and BMW is certainly highly metaphysical ....there are some very strong signals given off from BMWs designs ....subliminal references are alerted -- wasn't one of the BMW car designs inspired by a particular model or actress?
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Are you not comfusing "man sybolical animal" with "metaphysical" man ?!
Also Nietzsche did not have a problem with religion in general, but with monotheistic/abrahamic religions.
In his critics of metaphysics Nietzsche was outraged by the fact that Shopenhauer considered moral (cristian moral based on the notion of sin ) part of the human nature.
And the metaphysical man thus becamed a christian man, a creation of christian philosophers. On his work "Birth of Tragedy" he proved Shopenhauer wrong.
Metaphycs is thus a buch of sterile words/sentences, and the metaphysical man an illusion-invention, anti-human. But man, seen by Nietzsche, is a creator, capable of developing symbols, his own universe.
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Well that was precisely my innitial point.
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So we share the same opinion here, we just expres it a bit diferently.