Audi is currently working on a new design language.
Under the acronym ‘AQR’, where A stands for Audi (saloons and hatches) Q for Quattro (SUV models) and R for sports cars, Sielaff’s team are specifiying new design values, like the slope-back angle for the grille on the three types of models, headlamp shape and body surfacing.
“We know that some people think our saloons look too alike and are well into a project to change that,” he says, “we will mainly do that with the proportions of those cars”.
The AQR system, for example, will ensure that all Audi’s saloons will have a more sloped-back grille, while the Q models will feature more upright grilles.
“And it will mean differences, say in the way the headlights meet up with the grille; the design details will be different,” says Sielaff.