Audi finally realized they are getting to a point with their current design language where all their cars look basically the same. So in an official statement released by Head of Design Wolfgang Egger they promised to offer greater differentiation between models with a new design philosophy they are gradually applying.
The problem that Audi has to deal with is their traditional look, the brand identity if you will. An Audi must have a large front grille; it must have rectangular lights, no curve allowed; it always have to look tidy and neat. Those are limiting factors they have to get around if they want to change things for good.
Egger cites the Crosslane Coupe, revealed at Paris Motor Show earlier this year, as a good example. In this car the technology is not enclosed. It is exposed for everyone to see, and that kind of defines the way it looks. The Crosslane puts its advance structure, which is a blend of aluminum and carbon on display; in places like the single-frame grille, through intakes in the engine hood, at the sills when opening the door, at the A-pillar and as a load-bearing element in the form of a functional carbon strip in the cockpit.
Audi is also counting on the interior design to distinguish models. They say if the interior and exterior design intertwine more closely, the look of the cabin can be part of that particular model’s identity. How are they going to seamlessly integrated interior and exterior design is not clear, but they refer to the Crosslane again as a car with such feature.
The Crosslane will soon be turned into a production model in form of the Audi Q2. So let’s see how these ideas will look like in the real world before judging them.