Evolution will make way for revolution.
Since the 90s, Audi hasn’t exactly been at the forefront of bold, adventurous design, and many have remarked time and time again that all they probably do is just take an existing model and either blow it up or shrink it slightly on the office photocopier. In the face of that criticism, Ingolstadt has always hidden behind the line that its designs were evolutionary and not revolutionary, and that the uniformity of its design language meant greater recognition of the brand and its products across the globe.
It has since become a trademark of the brand, with very few upsets in the format for many years and through various body styes. However, that’s set to change going forwards, with the statements of two high-ranking executives in Audi, speaking to Autocar, saying the same thing: The ‘Russian doll’ design strategy is dead.
“This [repetitive] design process was used to make Audis more recognisable in newer, 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.” — Rupert Stadler, Chairman, Audi AG
In April last year, ahead of the introduction of the new Audi A7, the swish Sportback model was tipped to be their new “design template,” a signal that bolder, more adventurous designs would follow, and allow every model to be more easily marked out against the wider range. They also made it clear then that by the end of this year, there would be no less than 15 launches for the marque, of either brand-new or facelift models, allowing Audi to further its newfound push towards model differentiation.
“We recognise that there is a place for greater differentiation now. Since our cars are in production for a minimum of 6 years, in today’s world, I think each model should have its own design to be attractive for this long a time.” — Marc Lichte, Head of Design, Audi AG
Furthering the ability of Audi to progress in terms of design is the uprising of electric cars. Their unique powertrain setups means that even the basics of automotive design proportion can be played with, making full use of the space efficiency offered by electric propulsion.
“Design will go in a very different way. Designers will have more material space to play with, so we’ll be able to produce cars with shorter overhands and lower bonnets. It makes for a more attractive design overall.” — Marc Lichte, Head of Design, Audi AG
Following the launches of the A8 limousine and A7 Sportback, the Audi A6 is set to arrive next.
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