Audi to Take New Approach to Design

• Published On: 3 January 2018
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Audi will do away with the ‘Russian doll’ design philosophy; will give models more defined appearances.

The Ingolstadt carmaker’s designers have stuck consistently to a similar design across the bulk of its line-up. However, since the introduction of the Q2, Audi looks to be experimenting.

“This [repetition] design process was used to make Audis more recognisable in newer and emerging markets like China,” said chief executive, Rupert Stadler. “Now since we are well known in China, we can begin to change this philosophy and give each car its own look.”

Design boss Marc Lichte said, “We recognise that there is a place for more differentiation now. Since our cars are in production for a minimum of six years, in today’s world, I think each model should have its own design to be attractive for this long time.”

He also said the largest leap in terms of design will be on display once more electric cars after the E-tron Quattro SUV hit the market sometime next year. Thanks to the compact dimensions of electric engines, “proportions can change” for the better.

“Design will go in a very different way. Designers will have more material space to play with, so we’ll be able to produce [vehicles with] shorter overhangs and lower bonnets. It makes for a more attractive design overall,” he concluded.