Audi To Make Its Models More Distinct From Each Other

Audi has revealed that it will slowly move away from its cookie-cutter design philosophy.

In recent years, the brand’s various vehicles have adopted remarkably similar designs, sometimes to the point of being almost identical to each other. However, the German marque recently admitted to Autocar that it will start to make its vehicles look more defined.

“This [repetition] design process was used to make Audis more recognizable in newer and emerging markets like China,” said Audi chief executive Rupert Stadler.

“Now we are well known in China, we can begin to change this philosophy and give each car its own look.”

These sentiments were echoed by Audi design boss Marc Lichte who said these distinct designs should make the brand’s vehicles more attractive.

“We recognize 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,” he said.

Lichte also said that the adoption of electric powertrains will provide car designers with greater freedoms, allowing them to design vehicles with “shorter overhangs and lower bonnets.”


  • Literally both Audi and BMW need to make their each car unique and distinguishable, but yeah Audi is the worst offender.

    • Tumbi Mtika

      Seems like that’s the case for almost everything about these two.

      Including the drivers.

      • Lol totally true, as if those drivers has both Beemer and Audi.

    • alexxx

      And Mercedes?? Probably the worst…I can’t distinguish c and s class sometimes…

      • BGM

        Right on. All three Germans are guilty of the same thing. The problem that I have with this is the fact that a new vehicle is upwards of $1B to bring to the market and somewhere along the line many German executives said *yes, I think making the base A3 look exactly like the S8 only smaller is a perfectly good idea!* (same for the other two). The whole China story is a complete cop out.

      • LWOAP

        You’re not the only one. The C and S Class coupes used to drive me nuts.

      • Yeah i wish they return to 2000s style, at least at that time they make each design different.

    • Vassilis

      Merc as well. Although their current design language has grown on me.

  • pjl35

    Audi said this almost word for word SEVERAL YEARS ago. I’m not holding my breath.

  • Tumbi Mtika


  • europeon

    > allowing them to design vehicles with “shorter overhangs and lower bonnets.”

    Not like they couldn’t have done that before. It’s their fault they keep being stubborn with those engines mounted ahead of the front axle.

  • GobbleUp

    Duh. Since you lost the lux sales crown again last year.
    Cars do look nice but all the same. Zzz.

  • fabri99

    Well, this has been a worrying trend in the car industry recently. Audi has always been… conservative in design, but other car makers which used to be more original and bold with their cars have now started to make models that look all alike. Yeah, the new Jaguars may look nice, but I struggle to tell an XE and an XF apart. Same for Volvo, Mercedes (look at the previous C and E classes for a great example of brave design), BMW (which aren’t even good looking)…

  • Auf Wiedersehen

    All the companies need to follow this statement.

    • D83

      Well then, the Japanese automaker seems not, they have specific design for each model.

  • TrevP

    I feel like Mercedes is worse with this. The C, E and S class look identical. MB needs to follow this statement the most, along side with BMW. Way to go Audi for realizing how ridiculous it is to have everything look the same.

    • alexxx

      Well,Audi did it on purpose,as others probably…explained in the article why


  • eb110americana

    Yes. Stop making all your models look alike. And like [slightly worse versions of] the last two generations of model that preceded each one. And like Volkswagens. Throw some bleach in that gene pool!

  • TedNotTheBear

    Every one complaining about Audi and BMW, have a look at Toyota and Lexus… or Honda and Acura.

  • Obsequious Lickspittle


  • Kagan

    They said it before and it got worse!


    About fucking time. I was having trouble telling the models apart. They all looked the same. Hell, I had the same problem with Mercedes for awhile. Glad that’s over.

  • nastinupe

    I don’t even know what the picture above is. Is that an A8 or A6?

  • rychastings

    you mean audi made more than just the audi sedan and the audi suv?

  • Marty

    Maybe the problem is the number of models.
    Do we really need Audi sedans in four sizes that only differ 20 centimeters from each other?

  • Vassilis

    Let’s see…

  • Autoexperte

    Work on your VWAudi emmision scandal! Published the report of Jones Day! Fired Rupert Stadler!

  • In the comments I see people are being unjust to Mercedes-Benz, criticizing how difficult are to tell their current models apart, a simple tip would be to check their tail-lights:
    S-class = 3 horizontal red LED strips
    E-class = 2 horizontal red LED strips
    C-class = 2 horizontal…. errr… forget about it

    • donald seymour

      You Sir, have won the comment section.

  • Astonman


  • funny ,they said that in 2003 ,))

  • D83

    But, Mercedes & BMW also make the similar design of their product?? When it comes to variety of model, the japanese automaker have more models compare to the germans

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