Audi planning to revamp its design language

Article by Christian Andrei, 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

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