Genesis Design Boss Promises No Russian-Doll Syndrome Like Audi

THere is a lot to be said about this. IT IS POSSIBLE to have certain design elements that define a brand BUT still be able to have different styling between classes of cars. For Decades - the Styling Masters at General Motors had no problem doing that. EVERY year - there was a new style - but YOU could tell a Pontiac from a Buick. I believe that BMW could have their Kidney Grill to identify it as a BMW much as Mercedes has its two grills - but still have cars that are more different.

So the problem is - there needs to be something UNIQUE about the different classes of cars. At one time - the Mercedes E-class had single headlamps - on the Fenders - but otherwise looked like a Mercedes. (Their tail lamps were also a identifying feature).

What Audi and BMW really need to do - is decide what market they want to be in. Right now - they style their cars to look SMALLER than they actually are - and while that is nice if you are buying a small car - people who buy large expensive cars want something that actually LOOKS its size or more.

There's certainly a lot to be said about brand design and what works and doesn't work. The "Russian doll" syndrome can be attributed to all three German luxury brands.

Clearly, it's working for Mercedes in the US and globally. You then have Lexus whose models don't resemble each other outside of grilles, and their sedans don't even come close to their German rivals (the ES technically doesn't have a German rival).
The problem with Audi isn't this "Russian doll" syndrome. It's a lack of inspired design. To me, their designs have become passionless and cold, as if designed by robots.
The problem with BMW isn't the "Russian doll" syndome. It's a lack of true distinction from previous generations both inside and out.
Mercedes' strength with design is you can tell them apart from previous generations and that's probably the more critical key than whether they look just like their brand brethren. I know several S-Class sedan owners and not a single one complains that the C or E Classes looks similar.

I don't know why, because the C, E and S all look a like. I can't tell them a part from a distance from any angle. I know the C and S are different because of size if they are close but outside of that, who knows. This goes for sedans and coupes, they all look alike.

C and E class aren't similar, they are virtual clones other than one being slightly larger. And yes interior is different, until C class refresh comes out.

Which Genesis? There are three of them and they are definitely not same sausage different lengths styling.

Interesting remarks coming from the guy that spearheaded the "Russian Doll Syndrome" if he had such strong opinions now about his former plan why the $(#@ didn't he do something when he was at Audi and other VAG brands... smells like sour grapes to me, his opinion is nothing more than a parroting of what evey living soul in the German car business has been saying, the designs are boring and dated, nothing changes. His designs are boring and dated... Hypocrite

Genesis should be trying to build a significantly distinguishable "shared" brand exterior design to their
lineup. They have to first successfully distance themselves from their mainstream parent brand products and then offer designs that are almost-instantly recognizable to the average consumer. Otherwise, the brand becomes white-noise among all the entry-level luxury & premium competition. See Buick, Acura, Infiniti.

But they kinda want to first put out good exterior designs - between the sedans & SUVs - that look fairly similar