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.