According a report from Autocar UK, Audi will no longer adopt the “Russian doll” design philosophy to ensure its models are more distinctive visually from one another. According to chief executive Rupert Stadler, the decision to enforce design consistency across the majority of the brand’s model line-up was deliberate.
“This [repetitive] design process was used to make Audis more recognisable in newer and emerging markets like China. Now we are well known in China, we can begin to change this philosophy and give each car its own look,” explained Stadler.
“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,” added Marc Lichte, Audi’s head of design.
Future models will allow Audi to take bigger steps forward in terms of design, most notably when electric cars like e-tron quattro come to market. Lichte also stated the use of electric powertrain, which offer more compact dimensions, will allow vehicle proportions to change.
“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 noted.
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Probably got too much earful from irate customers that malu cuz pipu mistaken their expensive Audis for cheapo Hyundais.
Audi shud rehire Peter Schreyer
Peter schreyer design is so cheapo
MIMOS design terBEST.
only a silly person like you will see an Audi and think it is a Hyundai
Takes one to know one.
bingung see Audi think it is a Hyundai
Now that their award winner designer is the president of kia/hyundai..the audi’s design getting boring each new launch…while the kia/hyundai already adopt with this no repetative looks at all their models way earlier than audi’s. Just look at how different the optima vs the stinger vs the K900 …stonic…they look but share the same design language…
Btw whoever says kia/hyundais cheapo…u must be living in msia n never seen their latest cars…you’ll be amazed how far they have progress
Wow john, Hyundai is cheapo !!! If they can sell more than 4 million cars yearly, they must be the most profitable cheapo around.
How I wish P1 can sell 4 millions vehicles yearly & be called a cheapo too. Is cheapo a new word for successful ??!
Based on ur logic, Felali must be failure year after year eh?
Somehow I don’t believe that Audi would do that!
Tell that to VW
Audi is under VW.
Proton should learn from this, I mean the repetitive design strategy in markets that are not familiar with Proton.
Tell that to BMW & Porsche as well
Next launch design…. yes it’s different but then will remain the same for another 15 years… then change again for another 15 years… it’s AUDI.