Audi is ditching the ‘Russian doll’ design philosophy has become synonymous with the order to give to the upcoming models, more defined looks.
Like its German rivals from Mercedes and BMW, the car manufacturer from Ingolstadt designers in recent years, we employed a technique of consistency through the greater part of their line-up. However, since the start of Q2, model designs have become more varied.
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“This [repetition] design process was used to make Audis more recognizable in the new emerging markets such as China,” explained the company’s chief executive, Rupert Stadler. “We are now well-known in China, we can begin to change this philosophy, and give each car its own look.”
Head of design Marc Lichte, added: “We are aware that there is a place for further differentiation now. Since our cars are in production for a minimum period of six years, in the world today, I think that each model should have its own design to be attractive to this time.”
Lichte believes that the biggest step forward for the design in the Audi will come when the brand launches more electric cars after the E-tron quattro SUV, which is due on the roads next year.
He said that the more compact dimensions of electric powertrains means “proportions can change” for the better.
“The design looks in a very different way,” Lichte continued. “[Designers] will have more space for material to play, so we’re going to be able to produce [vehicles] shorter overhangs and lower kingpins. It makes a design more attractive in general.”
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