The high-end luxury coupe segment keeps growing with new entries. And Audi could join in, if its chief designer gets his way but it won't happen just yet. The German automaker previewed just such a vehicle in the form of the Prologue concept in 2014, forecasting a potential A9 coupe to sit alongside the A8 sedan at the top of Audi's lineup.

If it were to be put into production, the A9 would target the likes of the Mercedes S-Class coupe and the forthcoming new BMW 8 Series and Polestar 1 – not to mention sportier models like the Lexus LC and Aston Martin DB11 – while plugging the big gap between the existing Audi A5 and Bentley Continental GT.

To hear Lichte tell it, it's not that Audi isn't interested in pursuing that segment, it's just that it has other priorities at the moment.