What if exotic design was Audi's design philosophy

There is so much talk about how Audi is too understated for Americans. Americans want all the "look at me" status they can get.

What is more troubling is that Audi executives, specifically Johan de Nyschen have openly stated that Audi must be less understated here in the United States, the world's largest car market.

Looking at rival BMW's designs, it is easy to see that BMW has gone to the curvy shape with the 7-series, 6-series, 5-series and Z4. Pretty much the entire BMW lineup is full of curves and sales numbers are absolutely phenomenal. BMW is the leader in premium-luxury sales worldwide, even ahead of Mercedes.

Audi has clearly broken their understated mold with the R8. Some will say it looks like a longer TT, but it is definitely a car that will attract a whole lot of attention.

The A5 is not any more exotic looking than any other Audi. It is understated and gets caught up in the "only way you can tell an A4 apart from an A6 or A8 is by looking at the size of the car"

If Audi wants to increase its U.S. sales and be mentioned in the same breath as BMW and Mercedes-Benz in terms of annual world-wide sales, then it must be more daring in its design throughout the lineup and not leave exotic design for the flagship sports car.

Audi knows this and is aware of what needs to be done. Unfortunately, with the A5 the uninspiring and awfully similar look to the BMW 3-series coupe is yet another model where Audi could have capitalized on more radical design but failed to.

This cycle must change in the near future.

MunichRobMunichRob - 2/20/2007 8:50:06 PM
+1 Boost
I couldn't agree with you more "Nut"... short & too the point, well written.


chewychewy - 2/20/2007 9:13:12 PM
+2 Boost
No, it is about marketing and brand building. Audi said it will go bold in advertising. Last year Audi only spent 100 million in ads, expect much more this year or similar amounts to the other luxury manufacturers. The A5 looks great, a car doesn't have to look ugly to be exotic. The A5 will have standard LED driving lights. YOU will be able to see it from far away, trust me. If anyone has ever seen the S6 you know what I am talking about. I am sure that the A5 will have plenty of road presence.


EvoAudiEvoAudi - 2/20/2007 9:26:12 PM
+3 Boost
i've seen an S6 in person in the dark pearl blue at night, and the LED's had an enourmess effect on the amount of looks it attracted.


chewychewy - 2/20/2007 9:29:28 PM
+3 Boost
Yep, that is what I am saying.


MercBasherMercBasher - 2/21/2007 10:56:02 AM
0 Boost
Also its about upgrading the Audi dealership experience - going into an Audi dealer is like taking a step back to the 1980s.


S4cabriofoxoneS4cabriofoxone - 2/21/2007 11:12:26 AM
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Have you been inside a new Audi dealership?

There are two in my area- one is the biggest in the midwest. They're fabulous. Larger than the Mercedes dealerships and more attentive than the BMW dealerships.


rg12345rg12345 - 2/21/2007 11:45:44 AM
+1 Boost
I got excellent dealers were I live, by far superior to any BMW/Lexus/Merc dealers. They have kids playground, huge waiting rooms with some 50-60' flat TV, a few computers connected to the web(for you), 50 types of different coffee and tee, muffins, newspapers and magazines, free wi-fi...and so on. You don't even feel you wait one hour for a service to your car ...

I also was in the competition dealers, like Lexus etc, and if anyone would compare the cars by dealer, Audi will win. Maybe not all Audi dealers are like this three I have around me, I don't know.


ronnsscoobyronnsscooby - 2/20/2007 10:06:47 PM
-3 Boost
Who gives a crap about audi, they are junk


BimmerFanBimmerFan - 2/20/2007 10:13:31 PM
+3 Boost
Audi really NEEDS a 2 door coupe, other than the TT, in its lineup of mainly all 4-door family sedans. I am not interested in anything with 4 doors, so I have never looked twice at an Audi. I have gone to BMW, instead. With the A5, BMW will probably feel some heat. Before I will ever consider an Audi, Audi will have to beef up the engine department, lose some front end weight, make RWD ONLY options instead of FWD cars with quattro...


S4cabriofoxoneS4cabriofoxone - 2/21/2007 11:14:53 AM
+2 Boost
They are going to make more powerful engines (A5 will have an estimated 220-240hp 2.0T and a 300hp 3.6), but don't get your hopes up about RWD. Audi polled executives all over the world (and dealers) to see if switching platforms to RWD would be a profitable project, and if it would help sales. Frankly, most of them said it would alienate many less-wealthy Audi buyers, because they don't care about how much it drives as much as how well it goes through the four seasons. I don't see anything wrong with my FWD A3, and I wouldn't rather have the AWD version, because it just wouldn't feel like an A3.


MunichRobMunichRob - 2/20/2007 10:28:11 PM
+2 Boost
Audi really needs a coupe to compete with the 6-series & Jag XK.


truecarlovertruecarlover - 2/20/2007 10:40:42 PM
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Audi will do quite fine with this vehicle. Worldwide Audi is recognized as an innovator but not here in the U.S. - and I think that has more to do with marketing than anything else. Audi has been stubborn in some regards in terms of responding to what the enthusiast market place wants (better handling/less heavy cars)- but only someone who is lying or biased can say that there vehicles aren't good. Enthusiasts drive the market in the U.S. because celebrities will want what the enthusiasts drive, and celebrities in turn are who boost streedt credibility and image. The only problem I really have with there styling is that (especially on the A6) the wheels tend to distract from the overall look by making them look weak.


S4cabriofoxoneS4cabriofoxone - 2/21/2007 11:17:02 AM
+2 Boost
I completely agree!

The R8 will be changing that. LA will be its hottest market. It seems that the R8 will be a car for celebrities who are "in the know"- those who know which cars are the best, not just which badges are the snobbiest. I think that credibility will drive Audi's sports car sales and, eventually, its mainstream cars will catch up here in the US.

And yes, the rims do make the cars look fatter than they are. Especially on the A6 3.2 with the 17" wheels- the 18s on the 4.2 make all the difference.


ronnsscoobyronnsscooby - 2/20/2007 10:50:42 PM
+1 Boost
What the hell kind of overpriced innovator are you talking about, the audi has no street credit


truecarlovertruecarlover - 2/20/2007 11:27:39 PM
+1 Boost
If you paid any attention to what I wrote you see I was explaining why Audi doesn't have street credibility - it's not because the cars aren't good. Read it again!!


EL34EL34 - 2/20/2007 11:13:49 PM
+2 Boost
Audi makes awesome cars and SUV's.

The S6 is a fantastic car and you know it!


1970toyotamarc1970toyotamarc - 2/21/2007 12:13:47 PM
+2 Boost
Audi should not mess with its perfect clean lines. It is the signature of the brand, like a Hoffmeister kink or 3 pointed star. Even the exotic R8 still has clean Audi lines. That's whay I'm worried about the (Elantra-esque) lines on the A5.


S4cabriofoxoneS4cabriofoxone - 2/21/2007 5:52:23 PM
+1 Boost
Elantra?

The A5 is still clearly an Audi. Look at the profiles of the A5 and R8- they're VERY similar. They both have the bulging rear wheelwell, and the sloping hood. The A5 just has a more pronounced character line, and, of course, a more mainstream shape.

But I agree with you otherwise. My car may not be curvacious, but it's beautiful.


chrisburgos15chrisburgos15 - 2/23/2007 2:09:22 AM
+1 Boost
i personally think the a5 is disappointing,,the standards arent as high as the audi q7,tt and r8. wow, wouldnt it be cool if ALL of the Audi lineup was as exotic looking as the r8?
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