A design revolution is underway at Audi – and not before time I say.
For too long, the cars have looked just too similar. Take the badges off and at a first glance can you tell your A7 Sportback from an A6? Or an A5 Sportback from an A4? A Q3 from a Q5? A gold star if you can.
Audi’s new look will be inspired by the Prologue concept, unveiled at the Los Angeles motor show. Up first for the new look will be the new A8 in late 2016. Fortunately for Audi, the show car looks great, but the fact it looks different to what’s gone before is more important to me.
Audi’s new design chief Marc Lichte agreed that the time is right for a new look, but said there was justifiable logic in keeping the old 'cookie cutter' look for so long.
“It has been the right thing to do to evolve the design in small steps,” he said. “When Walter de Silva introduced the single-frame grille on the 2004 A6, people thought it was too radical.
“But it was the right thing to do, because it gave Audi a face. It was something new so had to be given time. Now after 10 years, people know the face of Audi and it’s time to do something new, but keeping the single-frame grille because it would be a mistake to change our face.”