If it were up to Audi, we would all have a flowerpot in our car. That is why the premium car brand introduces the ‘car plant’, an absolute first for the renewed Audi Q8 e-tron. With this innovation, Audi responds to the needs of almost one in four car owners (24%) who would like to have a natural element in their car interior.

According to a survey Audi conducted among 2 000 Belgian drivers, a car is much more than a functional means of transport. For most of the surveyed drivers (73%), it’s a real living space where they spend time at the wheel and engage in other activities. More than one-quarter say they often make phone calls (28%), 19% regularly eat in the car, and 7% admit they sometimes sleep in their vehicle.

Tailor-made

More than six in ten respondents (62%) want their interior completely tailored to them. It shouldn’t be surprising that many drivers like to personalize their vehicle’s interior, with pendants at the mirror (13%), floor mats (11%), blankets and pillows (9%), or religious ornaments (7%).

And although it may sound a bit surreal, 43% of young drivers would like to add a touch of nature to their car’s interior. Besides, studies have shown the psychological benefits of the proximity of greenery.

Plants reduce stress levels, improve our mood, and keep us more alert – an important asset at the wheel. In addition, green plants act as air purifiers and humidifiers, especially valuable in closed spaces like a car interior.

Florist Daniel Ost

Audi, therefore, developed the first car plant together with Daniel Ost, a well-known Belgian floral artist and garden architect. The four rings of the brand form the basis on which a plant holder is mounted. “Thanks to Daniel Ost’s expertise, we can now integrate nature into the car interior,” says Sofie Luyckx, spokesperson for Audi Belgium.

The online survey was conducted by research agency iVOX on behalf of Audi Belgium between 24 November and 4 December 2022.