Audi Exclusive marked 30 years of personalized automotive design with the debut of a custom A6 Avant during Milan Design Week 2025. From April 7 to 13, the brand presented its most refined interpretation of vehicle personalization to date, unveiling new colors, textures, and finishes that defined the upgraded A6 Avant as more than a business flagship, this edition serves as a canvas for self-expression.
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The exhibition in Milan didn’t just reveal a car. Audi used the occasion to reassert its philosophy: a vehicle should reflect its driver. Every detail of the display supported that idea, from the upgraded interior finishes in Baikal Blue and Neodymium Gold to an interactive Material Bar, where visitors explored an array of tactile options available across the Audi exclusive catalog.
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The A6 Avant shown in Milan carried a sculpted body and extended wheelbase, but it was the interior where Audi Exclusive focused its effort. Designers covered the sports seats in Baikal Blue and Neodymium Gold, linked by matching contrast stitching. Audi Color & Trim Designer Nadine Wolfinger explained that Neodymium, a naturally occurring metal, influenced the tone, while Baikal Blue shifted in appearance depending on the light, vibrant in brightness, rich and calming in shadow.
The color palette didn’t stop there. Audi offered eleven main interior colors and three additional accents. New tones like Ginger White, Almond Beige, Mint Gray, and Mora Violet expanded the visual vocabulary. Each interior offered freedom for interpretation, and customers could pair them with decorative elements and materials for added depth.
Audi introduced two interior design packages to enhance these color options. One centered around Baikal Blue upholstery with Neodymium Gold accents, while the other used light gray Kaskade fabric, a textile made from recycled materials, alongside more Neodymium highlights. Stitching in Bright Orange added a fresh contrast to black leather elements, giving customers more ways to build custom compositions.
Audi extended its personalization to the car’s exterior, offering more than 20 finishes across its exclusive range. Customers could select from Ascari Blue Metallic, Daytona Gray Pearl Effect, and the all-new Midnight Green, among others. Signature options like Nogaro Blue and Merlin Pearl Effect returned as nods to fan favorites, while the S line exterior enabled exclusive combinations for added performance styling.
Audi also introduced a range of wheels designed to complement these finishes. Among them, the standout was a 21-inch multi-spoke wheel from Audi Sport with a tri-color treatment, metallic black, matte Neodymium Gold, and burnished silver. This version added depth and contrast, building on the car’s visual identity.
Audi didn’t stop at surfaces. The Milan Design Week installation included exhibits that explored the A6 Avant’s aerodynamics and lighting technology. The car now holds a drag coefficient of 0.25, the best for any combustion-powered Avant in Audi’s history. Digital OLED rear lights in their second generation also featured, combining aesthetics with technical sophistication. The lighting units integrated design with responsive digital functions, pushing forward both form and function.
The Material Bar anchored the experience, offering visitors a close look at available options. Leather swatches, stitching samples, and seating modules in different configurations showed how every part of the car could shift to meet the owner’s preferences.
Audi also showcased poplar trim in natural silver brown and linen decor in light gray, materials introduced for the first time on the A6. The poplar’s smooth surface and flexible character made it ideal for shaping, while the linen added subtle texture with its fiber-rich weave and recycled content.
To support this vision of customization, Audi invited visitors to explore the Audi exclusive customizer, a 3D visual tool that builds detailed vehicle renderings based on selected options. Accessible online and at Audi Forums in Neckarsulm and Ingolstadt, the tool now includes the full 30th anniversary color portfolio. Product specialists at the studios offer tailored consultations, helping customers translate personal taste into a finished design.
