“This [repetition] design process was used to make Audis more recognisable in newer and emerging markets like China,” explained the company’s chief executive, Rupert Stadler. “Now since we are well known in China, we can begin to change this philosophy and give each car its own look.”
Design boss Marc Lichte added: “We recognise 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.”
Lichte believes the biggest step forward for design at Audi will come when the marque launches more electric cars after the E-tron Quattro SUV, which is due internationally next year. He stated that the more compact dimensions of electric powertrains mean “proportions can change” for the better.
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