Once accused of simply copying its own designs at different scales, Audi’s high-ups are promising to put an end to the Russian nesting doll design philosophy.
“We recognize that there is a place for more differentiation now,” Marc Lichte, head of design, told . “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.”
Audi has been promising to put an end to this for some time, though its early efforts, with the new Audi A6, A7, and A8 have been anything but wildly different, despite being billed as an early attempt to give each car a unique countenance.
Still, Audi’s CEO, Rupert Stadler, explains that there was a very good reason to make Audis similar and immediately recognizable.
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“This [repetition] design process was used to make Audis more recognizable in newer and emerging markets,” Audi CEO Rupert Stadler told . “Now we are well known in major markets like China, we can begin to change this philosophy and give each car its own look.”
The real changes, though, will come with the electric e-Tron. As has become the chorus among designers of electric cars, the compact dimensions allow for more unique design and greater interior volume yada, yada, yada.
“[Designers] will have more material space to play with, so we’ll be able to produce [vehicles with] shorter overhangs and lower bonnets,” said Lichte. “It makes for a more attractive design overall.”