Audi 'A9' LA Motor Show 2014 concept carAudi has previewed a bold new concept car that will be uncovered at the Los Angeles Motor Show 2014 on November 19 – and it’s a significant reveal for the German brand.

The first car to be developed under new design boss Marc Lichte, the new Audi LA concept car is expected to showcase the firm’s future design philosophy, which insiders are already tipping as more expressive and less identikit than today’s designs.

The new show car, which is currently without a name, may also preview a future Audi A9 coupe range-topper, which could rival the recently-launched Mercedes-Benz S-Class Coupe.

For now, Audi is remaining tight-lipped about the new show car, other than boldly saying it will be “revolutionary”. The fact Audi’s confirmed Volkswagen Group R&D boss Prof. Dr. Ulrich Hackenberg will be on hand to help Lichte reveal the car is maybe significant: this is potentially a landmark car for Audi.

Said to open “new perspectives in automotive design”, Lichte’s new design theme is described as “a new and highly emotional design idiom”, phrases we haven’t associated with Audi styling in recent years.

“March Lichte communicates the technical competence and uncompromising product quality of the Audi brand, says the firm. “Vehicle design is becoming an even stronger expression of progressive technology.”

45 year old Lichte is a German who joined Volkswagen AG in 1996. He’s had a hand in the Volkswagen Golf Mk5, Mk6 and Mk7, the Passat Mk6, Mk7 and new Mk8, the Touareg and the Phaeton. He took the top Audi design job in February 2014.

What will be bring as head of design to Audi though? On November 19 at the LA Motor Show, we’ll have our first look…