Insiders at Audi design say the brand is about to embark on a path towards a new design language, a new face and a strategy that will emphasise the brand’s quattro four-wheel-drive technology on certain models.
This new design impetus will also create more difference between the individual models in the range, which have been criticised for being too Russian doll like in their conception; the smaller versions of the Q models being a miniaturisation of the larger editions for example.
The new face of Audi models may become more horizontally orientated in contrast to the vertical emphasis of today’s grille, the insiders suggested, although they would not be drawn on the character of overall design language, partly because it’s still under development.
But insiders speaking at the Detroit motor show said that one definite plan is to develop styling that emphasises Audi’s long-held quattro all-wheel-drive advantage.
Audi pioneered four-wheel drive for mass-market road cars and sells significant numbers of high-performance quattro models that draw on the heritage of the original 1979 quattro coupé.
But quattro models are hard to identify other than by their badging - the plan is to highlight their capability with more muscular styling, as the first quattro did.