Audi is ditching the ‘Russian doll’ design philosophy it has become synonymous with in order to give upcoming models more defined looks.
Like its German rivals Mercedes and BMW, the Ingolstadt car maker’s designers have in recent years employed a technique of consistency across the bulk of its line-up. However, since the launch of the Audi Q2, model designs have become more varied.
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“This [repetition] design process was used to make Audis more recognisable in newer and emerging markets,” explained the company’s chief executive, Rupert Stadler. “Now we are well known in major markets like China, we can begin to change this philosophy and give each car its own look.”
Design boss Marc Lichte added: “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.”
Lichte believes the biggest step forward for design at Audi will come when the marque launches more electric cars after the E-tron quattro SUV, which is due on roads next year.
He said that the more compact dimensions of electric powertrains means “proportions can change” for the better.
“Design will go in a very different way,” Lichte continued. “[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.”
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Do we.....
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Jelly Moulds
Skoda, recently put a de-badged model on display at Barcelona Airport in order to demonstrate its premium appearance. People judged it to at a VW Group product above other makers and an Audi above any group stablemates. There are bigger problems with generic design infecting the group. Audi would be keen to differentiate itself from Skoda but the weak Q2 is evidence that the current crop of designers is struggling to break the mould. Fresh talent is needed.
comment8 wrote:
Interesting. As I've always suspected, 'premium' is often no more than badge associated.
Never mind hard or soft plastics, Skoda oozes premium because its design language (Octavia & Superb) has a restrained confidence that puts it far above, say, the 'try too hard' looks of a Ford. A Vignale reminds of the nouveau-riche who spends a million dollars at Woolworths to furnish his villa. Ford please give us something like the stylistic boldness and innovation of the Mk1 Focus (it was a good drive too) An 'Aston' grille doesn't make a Ford premium !