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.