Audi has revealed that it will slowly move away from its cookie-cutter design philosophy.
In recent years, the brand’s various vehicles have adopted remarkably similar designs, sometimes to the point of being almost identical to each other. However, the German marque recently admitted to Autocar that it will start to make its vehicles look more defined.
“This [repetition] design process was used to make Audis more recognizable in newer and emerging markets like China,” said Audi chief executive Rupert Stadler.
“Now we are well known in China, we can begin to change this philosophy and give each car its own look.”
These sentiments were echoed by Audi design boss Marc Lichte who said these distinct designs should make the brand’s vehicles more attractive.
“We recognize 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,” he said.
Lichte also said that the adoption of electric powertrains will provide car designers with greater freedoms, allowing them to design vehicles with “shorter overhangs and lower bonnets.”