Audi R&D Chief Discusses the Future of Audi Design and Says An RS Model Will Top Almost Every Model Range

C/D: Let’s talk about styling. How will Audi design evolve?

UH: It will surely be changed; it will be developed. The face will evolve without losing its brand character. This is a process that is happening right now and that will take a while to materialize. My focus is the next generation of the A8.

C/D: You are the driver behind the standardization of architectures in the Volkswagen Group. On the other hand, you are now leading a team of engineers at Audi that has often taken pride in its independence. How does this go together? How will Audis be different from their related VW Group cars?

UH: Audi engineers are still quite independent. An Audi must have a unique aura, a unique execution, and it must offer its own powertrains. There is a focus on Quattro, and there will be RS versions topping almost every vehicle range.
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scenicbyway12 - 3/27/2014 9:24:20 PM

-1 Boost

"The face will evolve without losing its brand character."

Translate: where going to change the grill ant rest of the car will be the same.

cidflekken - 3/28/2014 2:20:01 AM

-1 Boost

True translation: We're going to add more ridiculous angles to headlamp designs, and nonsensical designs to the LED lights strips (the hashtag design of the new TT is so off-putting among others, it's ridiculous), and call that "unique design". Then we'll allow that to be the main selling point. The grille? We'll just copy Hyundai from now on.

GermanNut - 3/28/2014 11:30:52 AM

+1 Boost

You obviously forgot this part:

"He has also emphasized the need for a new styling language with more differentiation between the model lines."

chewy - 3/27/2014 11:29:32 PM

+1 Boost

Lots of tidbits but no secrets given away. New V engine family is interesting though.

MattDarringer - 3/28/2014 8:54:43 AM

-2 Boost

Audi needs to go RWD and "quattro" is just a bandaid to make the FWD (nose heavy) architectures not be such handling pigs. Yes an Audi with quattro "can" handle as well as a RWD BMW, but the driving experience is NUMB. What the interview showed was that VWAG is the new GM of the 70s with stasis, massive component failures (DSG), and a cluelessness about what is needed.

dumpsty - 3/28/2014 12:53:01 PM

+1 Boost

So Lambo, Bentley, Porsche, VW is doing horribly bad in the global markets?

Nobody wants any of those hogs, right?

gkearns56 - 3/28/2014 4:00:40 PM

+1 Boost

Could not disagree with you more. Their Quattro is legendary, won many awards. There was a time in racing when some felt Audi had a distinct advantage with their Quattro system and didn't want them racing with it. It's a fabulous system and I'm glad I have it on my her - that I love.