Home » Volkswagen » Audi » Audi Ditching Repetitive Design Themes
Audi Ditching Repetitive Design Themes

Audi Ditching Repetitive Design Themes

Audi says it is abandoning its ‘Russian Doll’ exterior design philosophy. The strategy of having all models look similar to one another had a purpose to the company, but the need for synchronous designs across the product lineup is no longer there.

Not unlike other global brands, including other German car brands, Audi has historically given all of their vehicles the same basic design. This repetition is perhaps boring to designers, but something deemed imperative by marketers who were keen on establishing the Audi brand in new and emerging markets. Basically, the company kept consistency for the sake of China.

Audi boss Rupert Stadler recently told AutoCar the need for consistency is no longer there, though. So starting with the new Audi Q2, Audi products will benefit from unique designs with greater differentiation from the rest of the family. Lead designer Marc Lichte followed up by saying that because most Audi models have been on the market for greater than six years, there’s a need for differentiation between them all.

So far Audi has avoided discussing any details of its upcoming design theme changes. That said, Lichte did name-drop the upcoming Audi E-Tron Quattro SUV that is coming. Lichte added that electrified powertrains are going to allow for all-new proportions.





 

About Nick Saporito

AutoVerdict Senior Editor Nick Saporito began writing about cars at age 13. Nick ran a couple of automotive enthusiast sites for several years, before taking some time off to focus on his career and education. By day he's a marketing executive in the telecom world and by night he hangs out here at AV. You'll find him focusing on tech, design and the industry's future.
Thoughts?! We're all about community! Sound off in the comments, share your review or join the discussion in our forum.

Leave a Comment

 Latest Forum Messages
  1. adk024
    Andrew_L
    I think there will still be familiarity but it won't be same sausage different length anymore


    That is unnatural and immoral.
    Andrew_L
    adk024
    I can't help but feel like this is a mistake. Why would you want every model to have a different look.


    I think there will still be familiarity but it won't be same sausage different length anymore
    adk024
    I can't help but feel like this is a mistake. Why would you want every model to have a different look.
    2b2
    Andrew_L
    it only took how long?


    they had to wait for Volvo & DubDub and others (FischerPrice?) to copy
    Andrew_L
    it only took how long?
Welcome to AutoVerdict: News, Reviews, Community