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NEWS
Audi bids Babushka bye-bye
New design language will separate A, Q and R models and the vehicles within themGerman luxury brand Audi will abandon its ‘Babushka’ Russian Doll approach to exterior styling as it strives to separate the looks of its orthodox A, SUV Q and sports R model lines and the vehicles within them.
However, this styling separation will not come at the cost of Audi’s signature single frame grille, which will instead evolve into more dynamic and varied forms.
“The single frame grille is still going to be the sign of Audi – absolutely,” exterior designer Stefan Fahr-Becker told motoring.com.au at this week’s Audi A3 Sportback launch in France.
“But it is going to change … the treatment of the single frame grille is going to be different. The size and proportion, they are going to change, that is already the case now but you are going to see a lot more different treatments that make it a lot easier to differentiate the cars.”
Mr Fahr-Becker said a key to achieving this would be to make the grille more three-dimensional, as well as further developing headlight technology and design.
“We want to have a more sculptured form in the front, not to just have volume with a graphic projected on, but go a lot more in 3D. Of course the headlights play a big role in the differentiation and also other parts are possible.
“We are taking a big step into a really more modern style.”
All that is good news for those of us who struggle to pick Audis apart, such as the staple A4 and A6 sedans. The 2014 ‘B9’ A4 should be among the very first new production Audis to present this more independent look.
Until then, however, we will have to make do with a flow of concept cars to point the way forward, a process that began with the Crosslane concept at the Paris motor show last September. It is expected to morph into a production Q2 cross-over in the future.
The design revamp is being driven by Audi’s design chief Wolfgang Egger, who used the Crosslane to present one possible version of his vision. One of the most pronounced features of the Crosslane was the more protruding and complex version of the Audi single frame grille.
Mr Fahr-Becker said the decision had been made to break away from the company’s very disciplined and oft-criticised styling approach after both external and internal reviews.
“Of course if there is a criticism you have to take it in, you have to think about it and you have to take it into consideration. I think it is the wrong attitude to say we will do it exactly as we want. I think it is good to hear the criticism and also then acting on it is valuable.”
But he also said Audi had recognised the uniformity of design across the range had worked in its favour.
“The other hand in this game is the people who buy an A1 or A3... to participate in this premium brand, they want to have this Audi with this serious look from the front. So it would also be a mistake to really disappoint them too much.
“Also, in the A6 and A8 they should have the more grown-up looks, but with the little bit smaller cars you should be careful not to go too much down with it. They should also have this serious expression.”
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Written byBruce Newton
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