Does every Audi really look the same? Do you want to see something different?

June 27th, 2013 by Road Test TV

Audi Crosslane Concept

Many automotive enthusiasts are starting to say that all Audi models look the same. While I’ve thought the same thing in the past I never really gave it that much of a second thought. However, it seems like Audi has heard the criticism loud and clear and is now ready to start differentiating its model lineup.

According to Audi, future Audi models will look a lot different. Advanced technology will feature heavily in the new design language, which will be designed to provide greater differentiation across the company’s range.

Design Wolfgang Egger announced a shift in design strategy at a recent event. “Good design must always express a vision. We need something new without breaking from tradition,” said Egger.

Egger says a shift in the design language can be seen in the Audi Crosslane Coupé concept.

Audi Crosslane

“We know that some people think our saloons look too alike and are well into a project to change that,” said Audi design director Stefan Sielaff. “We will mainly do that with the proportions of those cars.”

There will be some similarities still to keep a cohesiveness and uniformity to Audi’s lineup. The next-generation Audi Q7 will be the first model to sport the firm’s new design language, says Egger. The model will debut at the 2013 Geneva Motor Show in March 2014. One of the highlights will be a new 3D-effect grille that will replace the current single frame grille. “The grille becomes 3D next,” said Egger, “with lots of nice detailing and high-quality materials used at the front like aluminium and carbonfibre.”

Following the Audi Q7, Audi will start focus on its best-selling model – the Audi A4. Following the A4, Audi will concentrate on the A6, A7 and A8. The Audi R8 will be the only model that will carry its own design language as it always has.

We’re pretty excited to see how Audi’s new lineup will turn out because I have to say – things were getting a bit boring for a company that believes in ‘Progress through engineering’ with little focus on design.

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