Thinking inside the square

Audi innovation in action, adapting technology to suit local needs

31 March, 2017


Evolution of the cupholder

A seemingly simple item, Audi has revolutionised the humble cupholder to better suit the needs of South Australian customers

1 April, 2017

 

It’s a problem as old as automotive design itself: how do you fit a square peg in a round hole? Such a problem – on the surface – seems disarmingly simple, and yet presented the finest minds at Audi with a challenge of gargantuan proportions. After hundreds of hours of research, the answer finally presented itself: you can’t.

So Audi set about designing a square hole for the proverbial square peg.

That ‘square peg’ in this instance, was tailoring the renowned Audi interior to meet the cultural requirements of South Australian customers. In Australia’s ‘deep south’, the favourite drink of choice is Farmers Union flavoured milk, which is as much an institution as it is a refreshment. It outstrips the sale of more common beverages such as soft drink and hot coffee-to-go, forming an integral part of the South Australian lifestyle.

The simple cardboard carton design of the Farmers Union milk has remained unchanged for decades, but the square bottom of the carton could not be safely carried inside a modern vehicle without the very real risk of spillage. Standard drink holders, designed to accommodate a range of cylindrical vessels, were the wrong shape for the iconic milk product. It forced many South Australian motorists to run the gauntlet and attempt to carry open cartons in their lap – often with predictably dire consequences.

The Audi answer is simple and elegant, as you would expect from the celebrated German brand. The once perfectly circular cupholders have been replaced with perfectly square milk holders. Known the world over for its famous four-ring logo, Audi has shown its incredible versatility, by showing off a new mastery of the humble square, with each side the same length as the other. A design masterpiece that is both aesthetically pleasing and supremely functional, holding the precious Farmers Union milk firmly in place regardless of the terrain, allowing the driver easy access for a ‘sneaky sip’ whenever the opportunity arises.

A problem as old as time, it took Audi to solve it – and solve it with style.

Happy April Fools.