Awarded for outstanding achievement, within cultural arts, the Audi One concept is designed to symbolize and promote human achievement, becoming a timeless sculpture each deserving recipient gets to keep and drive for one year at a time. Inspired by the Stanley Cup of the National Hockey League - which unlike most trophy’s - is not remade every year. The Audi One celebrates these people's legendary achievements, acting as an ambassador promoting the pursuit of dreams and the quest for success. Recipients would have their names engraved on one of the expressive fins cloaking the main volume and be given the Grand Tourer for the period of one year. Taking the role as flagship vehicle for the Audi brand, it will help promote and strengthen the brand's values of sophisticated progressive design and embody sports appeal. Vorsprung Durch Technik or "Advancement through technology" will be seen through the use of materials on the brink of becoming mainstream.
 
    The Audi One's design focuses on creating a timeless sculpture that will represent the legendary men and woman who win this award. Inspired by timeless objects, the goal is to design an exterior that will stand the test of time, becoming a futuristic statement.