At the 2014 Los Angeles Auto Show Audi will unveil a radical new concept car which they say heralds a new era for Audi design. This Audi concept will be either the new R8 or the long-awaited A9 four-door saloon.

The new Audi concept is penned by the new Head of Design Marc Lichte. The car he’s styled is described by the company as boasting a “highly emotional design idiom,” which communicates the brand’s “technical competence and uncompromising product quality.” It’ll shake the foundation of Audi design, inside and out.

Just the fact that the concept has a new and substantially different look than what we are used to from Audi is a cause for celebration. The current Audi range has a fine design, but they all look more or less the same. They have only a few signature design features which is repeated on every car they produce, which is not good.

Lichte, 45, began his professional career at Volkswagen AG in 1996 while still a student at Pforzheim University studying transportation design. His resume includes cars like the Golf 5, 6 and 7, the Passat 6, 7 and 8, the Touareg and the Phaeton.