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.