![]() ![]() Audi executives are weighing the options. The Neckarsulm-based performance division could remain a high-tech, low-volume company with a sharply defined focus or it could grow aggressively with more models, high-powered SUVs, and more glamour-at the expense of purism. I hear that the strategy for Audi’s Quattro GmbH, led by shooting star Franciscus van Meel, is under discussion as well. Will Audi do the same? Hopefully only in spirit, but not in style. Chris Bangle and Adrian van Hooydonk were set loose to create a very different look for the brand. You might remember that BMW was exposed to similar criticism fifteen years ago, which led to a radical departure from its proven and successful styling language. ![]() Audi wants to put the talk about the indistinguishable front ends of its cars to rest. The recent Crosslane Coupé crossover concept, with its unique interpretation of Audi’s grille shape and its sculptural lines, is no accident: In the future, there will be more differentiation between the automaker’s models. in only one official language or in English. Hard-to-please dealers are trumpeting the line as well. Many journalists and critics have weighed in over the past few years, claiming that the differences between members of the brand’s lineup are unimaginative and tough to distinguish. Audi is reconsidering its styling language. ![]()
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