Audi Set To Shake Up Its Design

Added: 04 January 2018

Audi Set To Shake Up Its Design

Over recent years, Audi have been employing a consistent design technique across most of its line-up. Rupert Stadler, Audi Chief Executive, suggests this was a marketing strategy: “This 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.”

Marc Lichte, Head of Design, said: “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.”

The new Audi Q2 has started the process of design differentiation, however Lichte believes the largest step forward for design will be when the brand launches electric cars that are set to follow the E-tron quattro SUV, which is due next year. Give the more compact measurements of electric powertrains, there is more room for changing proportions.

Lichte continued: “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.”

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