Audi ditches 'Russian doll' car design As the brand is now recognised in emerging markets, Audi now has the ability to differentiate its models Image Unavailable, Please Login The new Q2 kick-started a process of design differentiation Image Unavailable, Please Login by Sam Sheehan 2 January 2018 Audi is ditching the ‘Russian doll’ design philosophy it has become synonymous with in order to give upcoming models more defined looks. Like its German rivals Mercedes and BMW, the Ingolstadt car maker’s designers have in recent years employed a technique of consistency across the bulk of its line-up. However, since the launch of the Q2, model designs have become more varied. Audi entertains BMW 8 Series rival “This [repetition] design process was used to make Audis more recognisable in newer and emerging markets,” explained the company’s chief executive, Rupert Stadler. “Now we are well known in major markets like China, we can begin to change this philosophy and give each car its own look.” Design boss Marc Lichte added: “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.” Lichte believes the biggest step forward for design at Audi will come when the marque launches more electric cars after the E-tron quattro SUV, which is due on roads next year. He said that the more compact dimensions of electric powertrains means “proportions can change” for the better. “Design will go in a very different way,” Lichte continued. “[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.” Read more Audi A8 review ts Q-badged SUV line-up by one more notch, but can the Q2 drive inspire buyers to forgo the Seat Ateca and Mini Countryman? Recommended by JOIN THE DEBATE Comments 3 Emilio Tony Thank god, thank allah and thank buddha 2 January 2018 about time, all got a bit ridiculous. Merc the worse, seeing a c class and not knowing if its a c, e or s class Log In Or Register To Post Comments tuga What a load of BS 2 January 2018 Well known in China? They were leaders in the luxury segment in China up untill recently, and were one of the pioneers there, present since the 80s. They're KNOWN in China. And if he's talking about differentiation he might need to take a look at his own work on the new A8, a car that could very well have been launched in 2008. Then again, apparently the A8 is revolutionary in styling ( his own words ), so it kinda makes you wonder if he even knows what he's talking about or if he should just tone the corporate spiel down a notch or three. Log In Or Register To Post Comments michael knight PR 2 January 2018 This is great PR spin...they've been doing this since the 80's in various stages. Nowt to do with emerging markets, but hey if you tell us we'll believe it Audi! Log In Or Register To Post Comments Add your comment Log in or register to post comments
I remember walking into the Chevrolet Interior Studio when they were working on the then '84 Vette. I was taken aback at how 'futuristic' it was . 'Tokyo Ginza' by night kinda vibe. Way ahead of it's time. The idea was pretty cool..........the execution however was no where near where it needed to be. Image Unavailable, Please Login
An amazing effort to create that Structural Blue paint idea! However the interior sadly looks a bit off with that strange mix of colors... Image Unavailable, Please Login Image Unavailable, Please Login
The simplicity of this 1967 interior stands in stark contrast with the very busy 1984 version of Corvette interior design > Image Unavailable, Please Login
I think if they had actually used analog gauges (or at least had an option for such), the interior would have been quite a good one.
To me the bigger problem was the cheap plastics. If squeaked like it was held together with spit and it felt like the cheapest plastic on earth.
John can talk about it with more specifics, but historically the interior budgets were what got cut to compensate for what was spent for exterior.
This wasn't always true, but each program had it's unique criteria. Us Exterior guys usually weren't privy to the Interior budgets, but yes they never spent enough on Interiors until Lutz got there. His attitude was spend $200 - $300on the Interior to avoid putting $500 in incentives on the hood.
Never had it broken down like that. Every program was different. On every program there would be a point where everyone had to sacrifice something for cost reduction. Those were always painful discussions.
It is always so frustarating also because the design budget is such a tiny percentage of the total program budget.
So Audi's radical new design language is blacking out the D-pillar but surfacing it in such a way that they can easily paint it body color if the new direction is not well received? How daring of them
Mercedes Benz Concept EQA. What do you guys think? I appreciate the simplicity. I'd be proud to have that car as part of my portfolio. (That's the ultimate criteria for me.) -F Image Unavailable, Please Login
Mercedes is completely revamping their design vocabulary to a much softer, more fluid look. From this photo I like this, but my disclaimer is I need to see it ‘in the metal’. But it looks good in the photo, IMHO.
I did a bit of searching today and found that the interior constitutes about 23% of total component value according to NAACAM and McKinsey (Exhibit 11). Seems a bit high to me, but I guess a lot is in the definitions considering the role of air bags, instrument panel, various electronics, stereo, etc. "inside" the car. https://image.slidesharecdn.com/naacampresentation26-01-11-110131021859-phpapp01/95/opportunities-for-localising-automotive-components-4-728.jpg?cb=1296440647 The_future_of_the_North_American_automotive_supplier-10.pdf
very nice, almost Mazda like in the clean uncluttered details! Coming January 15 unless they tease us again before then!
I don’t know if Simon Cox is still doing Infiniti’s in England. But the VPDesign Nissan did retire recently. Replaced by Alfonso Albasa.
Well if Mazda leads the way with their latest concepts that is a good thing. Maybe we are headed towards a trend with better looking cars over the next few years. I think the softer lines are nice but they still need to drop the noses on alot of the current car designs. The Italians I think will be playing catch up. The Giulia from Alfa is a BMW 3/4 series copy with a ugly nose. Not a very inspired original design, and that's coming from someone who has a garage full of vintage Alfa's. And don't even get me started on the Maserati's. The SUV looks like a Buick with Maserati grill.
