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Wednesday, April 17, 2013

Report: Audi reworking its design language for the near future


CARandDRIVER briefly reports that Audi is already in the works with revamping their entire design language, after hearing from “internal sources.” Audi’s design chief, Wolfgang Egger, has apparently made some executive orders for the former Auto Union’s design studio.


Audi has been known to be a trendsetter in the aesthetic department for quite some time. Even to this day, I can sometimes confuse myself when determining the true age of some older generation Audis.


Word is that Audi is bringing in some designers from, but not limited to, SEAT—who’ve essentially taken Audis and have reworked them to suit the brand’s design—and Alfa Romeo.

Audi’s current design language is reflective of the brand’s current philosophy known as “scalable design,” which has also influenced Audi’s use of single modular platforms that underpin nearly the entire brand’s lineup. Resultantly, many of Audi’s models look like smaller—or larger—derivatives of the other. Some have criticized the brand for making their models too similar.


But after C/D spoke Egger at the 2013 New York Auto Show, Egger apparently promised that the days of “scalable design” are coming to an end.

So what does that mean for us? Expect Audis to look different in the future.

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