Audi planning to revamp its design language

Article by Christian A., on November 26, 2011

Audi is revamping its design language in order to create a greater variety of design cues for its growing lineup of SUVs, sportscars and saloons. Audi design director Stefan Sielaff told Autocar that the company is already deeply into the endeavor, which will closely define a set of individual themes for each of the three model ranges.

The project is dubbed as "AQR", where A stands for Audi's saloons and hatches, Q for Quattro's SUVs and R for sports cars.

Sielaff and his team are specifying new design values, such as the slope-back angle for the grille on the three models types, body surfacing and headlamp shape.

Sielaff commented that some people think that the company's saloons "look too alike," adding that they are "well into a project to change that." Despite the design changes, Audi will not compromise its brand value. Sielaff emphasized that "brand always comes first" in the luxury market. The company is also undergoing a major project to define the future look of its electric e-tron automobiles.

The new Audi A8

The new generation Audi A8 has been launched, and it is setting new standards as the sportiest luxury sedan. Offered with an elegant body underpinned by a lightweight aluminum Audi Space Frame (ASF), dynamic yet very engines and equally remarkable transmission and running gear – the new Audi A8 also offers luxurious equipment, state-of-the-art assistance systems and the newly developed control system MMI.

As designed, the new Audi A8 is 5,137 mm (16.85 ft) long, 1,949 mm (6.39 ft) wide, and 1,460 mm (4.79 ft) tall, while riding on a wheelbase measuring 2,992 mm (9.82 ft) long.

While the new Audi A8 is longer and wider than the previous generation and the competition, it is lower than its immediate rivals in Germany. Complemented by a coupé-like roof line, these proportions define the sedan’s uniform exterior that features sculptured surfaces that convey calmness and prestige as contrasted by sharp lines.

As a leader in the field of automotive design, Audi has provided the new A8 with new and progressive design elements. For instance, the new Audi A8 is specified with a newly designed single-frame radiator grille framed by a chrome edge.

This sculptured and 3D grille -- featuring angular upper corners – has been neatly integrated in the front section with its horizontal chrome braces highlighting the width of the new A8. This grille is flanked by newly designed headlights that feature xenon plus units and full LED headlights -- a technology Audi pioneered with the Audi R8 high-performance sports car.

The xenon plus is complemented by the adaptive light system that controls the swiveling modules to allow for ideal illumination during a night trip. Audi has gotten rid of the fog lights and replaced them with the new all-weather light integrated into the headlights. With the fog lights gone, their locations serve as the new position of the radar sensors of the optional adaptive cruise control with stop & go function.

Topics: audi, design

If you liked the article, share on:

Comments

Recommended

Amid reports that major rival Volkswagen would cease producing 2016 and 2017 model year diesel cars following the wake of the "Dieselgate" scandal, it’s believed that Chevrolet sees its opportunity...
by - May 22, 2017
Honda recently whips out a new feature for the S660 Bruno Leather Edition. Any guesses? Well, it’s going to be an iPhone app that goes by the name Rev Beat....
by - May 22, 2017
And so it goes, Ford is not at all closing its doors to an all-electric F-150 pickup. The American manufacturer initially laid out its plans for an F-150 hybrid earlier...
by - May 22, 2017
As it is now, Nissan Motor’s Nismo road car operations is a relatively a small business, with an annual volume of 15,000 performance-oriented cars. However, Nissan is giving Nismo fans...
by - May 21, 2017
The refreshed 2018 Acura TLX will be hitting the showrooms next month with a starting price of $33,000 for the TLX 2.4L and $36,200 for the V6. Coming out with...
by - May 21, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries