Next-Gen Audi Q7 Delayed for “Emergency Redesign"

You may have noticed a new automotive industry buzzword: emergency redesign. Honda decided the 2012 Civic was in need of an emergency redesign while for the new-for-2013 Chevrolet Malibu received the same treatment. It looks like Audi isn’t being spared, either – the upcoming Audi Q7 is reportedly getting an emergency redesign because the SUV’s original design was deemed “too brutal and ostentatious.”
2015 Audi Q7 prototype rear 300x199 imageAs we reported in the September 2013 Motor Trend print issue, the next-gen Audi Q7's planned design was so negatively received that its delay may have been a factor in getting former Porsche R&D boss Wolfgang Dürheimer, then acting as head of product development at Audi, removed from his position in less than a year. The cost of the emergency redesign? About $260 million and the delay of the Q7's launch.
To that end, Audi is making quick work of the new Q7, as these spy photos show. The pixelated images show off the Audi Q7's front end, which sports Audi’s signature LED running lights (though not the new A8's Matrix LEDs), flanking Audi’s new shield-shaped grille. Like the headlights, we expect that grille to sport treatment similar to the new Q3, rather than the Allroad.


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MBCLS07 - 8/15/2013 4:44:09 PM

+3 Boost

"the upcoming Audi Q7 is reportedly getting an emergency redesign because the SUV’s original design was deemed “too brutal and ostentatious.”

In other words, the design is being watered down to appeal to more soccer moms.

HughJass - 8/15/2013 7:05:51 PM

+3 Boost

I would have surmised that it was because they discovered KIA had already copied the design that their Audi designer turncoat brought with him to KIA.

This ensures that the Q7 will have atleast 1 year of sole use of Audi designs before the Koreans can klone it.

Satriani1 - 8/16/2013 12:31:42 PM

-4 Boost

Motor Trend's story seems to be based on rumor and speculation. None of the major German car mags have so far reported on this about this "emergency redesign" (which they have done for past german cars).

Audi has long been considered an icon for exterior and interior styling -- winning many awards for its design/styling -- precisely because of Audi's high standards for the cars it puts out.

There have been occasional past stories of Audi senior management being so dissatisfied with the design work on a prototype that they re-assigned the job to another of Audi's design studios to come up with a better design. This is nothing new. It's just part of the process of an auto maker committed to excellence in design.

This is why you don't see design flops with Audi cars that you do with BMW, Mercedes and almost every other volume auto maker out there.

Satriani1 - 8/17/2013 6:37:28 PM

0 Boost

What makes an Audi exclusive?
http://www.youtube.com/watch?v=LLD6UQIozCU&list=UUyFFjOypSKO83N9TEIxwuqw