VIDEO: How Audi designed Ken Block’s new ‘Hoonitron’

Ken Block with the new Audi S1 e-tron quattro Hoonitron and the original inspiration

Audi has revealed a custom creation for Ken Block’s upcoming ‘Elektrikhana’ video – the S1 e-tron quattro Hoonitron.

The German brand has joined forces with the American rally star to promote electric vehicles, and while Block initially wanted to add an electric powertrain to an original S1 quattro. But Audi went one better and created this modern interpretation of the iconic rally car, but with an all-electric powertrain.

“The S1 Hoonitron combines a lot of what Audi was already famous for in the nineteen-eighties,” Block said. “For instance, the car’s spectacular aerodynamics have now been translated into a totally modern form. I think it’s cool that the Audi designers have been inspired by their own past and uniquely transferred the car’s technologies and appearance into the present.”

Audi S1 e-tron quattro Hoonitron

The entire project was done in-house by Audi, with the company’s design studio handling the styling and Audi Sport responsible for the rest of the project.

Audi Design boss, Marc Lichte, oversaw a team of designers that took inspiration from the original S1 but made it completely contemporary.

“When we first heard about this project, the whole team was thrilled immediately: we had the opportunity to develop a car that combines an icon of our brand with the future,” Lichte explained. “The challenges were tremendous: “It was about creating a modern, all-electric interpretation of the S1 Pikes Peak. The timeline was extremely tight: while our design process normally takes one to one-and-a-half years, we only had four weeks from the first drawing to the final design. We were constantly in touch with Ken Block and his team and engaged in intensive exchanges.”

Check out the video below where Block visits the Audi Design studio and the designers explain the process and inspiration behind this one-of-a-kind EV.

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