Audi's design has become synonymous with the Russian Doll syndrome, because of its repetitiveness. For ages, one Audi car shares the exact same look from another Audi car. For this, the German car-makers have, over the years, received enough flak. If reports are to be believed, Audi is taking a major step in transforming this image, as the Chief Executive, Rupert Stadler, has promised to move away from the current design language, and adopt fresh approach to future models. The first ones, however, started off with the new generation Audi A8 sedan and the upcoming Audi Q2.
Stadler, in an interview to Autocar UK, said, "This [repetition] design process was used to make Audis more recognizable in newer and emerging markets. Now we are well known in major markets like China, we can begin to change this philosophy and give each car its own look."
While Audi has made its way through the emerging markets like China and other emerging markets, the top officials feel it is time to change the way people look at an Audi in these markets. Audi's Design Chief Marc Lichte recently said that now the German cars have been present in these markets for more than 6 years, it is about time that all the models have their own distinctive look.
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Licht added, "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."
Licht also said that the biggest move forward for Audi right now will come in the form of E-tron Quattro SUV, which will debut next year.
Source: Autocar UK