Is Audi’s Design in a Rut?
“Awfully familiar” is how a recent Car and Driver article described the evergreen A5/S5’s looks, now its 7th model year. And yet in the final tally, the Audi ended up with only a 1-point deficit in the “Exterior Styling” category to the brand-new, sultry BMW 435i. Audi’s designs have staying power; that much is certain. But in spite of their objective attractiveness, is it time to move on to a different, or at least more significantly updated set of visual themes?
The conservative looks of the new A3/S3 sedan could be construed as evidence the automaker is out of ideas. Aside from various detail updates, the car looks like an 75% facsimile of Audi’s current-generation (and rather long in the tooth) A4. It looks buttoned-down, tasteful, taut and sporty, but isn’t it time to push the styling envelope a bit?
It’s risky to introduce new themes to such an established brand, and the industry is replete with failed examples of automakers attempting to roll out a fresh new look for their lineup, most recently Lexus with their hideous “hourglass” grille shape.
Success stories do exist, however; recall Mercedes’ transition to oval headlights in the ’90s and more recently Jaguar’s jettisoning of basically their entire classic design vocabulary with the XF and XJ. In both cases, the automakers’ efforts were well-received and unlocked new styling possibilities across their respective model ranges.
As far as Audi is concerned, small indications exist that they’re trying to move beyond the current design playbook. With its revamped fascia, the new 3rd-generation TT gives glimpses of what a new styling direction could be like, even if the rest of the car actually takes a stylistic step backward in apeing the 1st generation car more than its immediate predecessor; the rear fenders and overall profile look like they haven’t shifted a millimeter in the past 10 years. Granted, it’s difficult to improve on a shape that was acclaimed as a design icon when it was released, but still, coupes are most brands’ styling vanguards; Audi could stand to be a little more radical without “endangering” sales of their bread-and-butter models.
Rumors are flying of a new Sport Quattro coupe; here’s hoping that serves to introduce a positive new design direction.
Image credits: netcarshow.com