A constant complaint we have about Audis is their one-size fits all design philosophy as it is difficult to tell the difference between an A3 and A4 for example. Thankfully, Audi will be diversifying their designs in future models.
“This [repetition] design process was used to make Audis more recognisable 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,” said Audi chief executive Rupert Stadler to Autocar.
“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,” said Audi design boss Marc Lichte
You can see this with the Audi Q2 crossover with a different take on the grille and C-Pillar from other Audi crossovers. But Lichte says the biggest change will come with the launch of the e-tron quattro SUV next year. Due to the compact size of the electric powertrain, this gives designers more space to play with.
“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.”