Autocar: Audi Ditches ‘Russian Doll’ Car Design

words: Bill Cho, Q2 photo: Audi AG

Ever wonder why Audi’s design language have been repetitive across its lineup? In a recent interview with UK magazine Autocar, Audi CEO Rupert Stadler stated that it was deliberate “to make Audis more recognizable 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.”

“We recognise that there is a place for more differentiation now,” added Marc Lichte, Head of Design. “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.”

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