Future Audi Models to Look Less Alike

Volkswagen AG’s Audi unit has started to more sharply differentiate the individual designs of its models as the carmaker becomes more successful in emerging markets.

The company initially used common design elements across its lineup to help build brand recognition as it expanded into new markets. The strategy worked, CEO Rupert Stadler tells Autocar, which he says enables Audi to now move away from the cookie-cutter approach to further grow sales.

The process started with the all-new Q2 compact crossover in late 2016, and it is expected to accelerate with the rollout of upcoming electric models, design chief Marc Lichte adds.

He notes that EVs lend themselves to greater variability with the elimination of bulky engines that dictated front-end proportions. The first wave of new EVs is due next year with the E-tron quattro SUV.