Audi To Develop New Look, Emphasize Quattro Advantage | Edmunds.com
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Audi To Develop New Look, Emphasize Quattro Advantage


Just the Facts:
  • Insiders at Audi design tell Edmunds that the brand is about to embark on a path toward a new design language, a new face and a strategy that will emphasize the brand's Quattro four-wheel drive.
  • As the face of Audi models is reshaped, the German cars may get a more horizontal look in contrast to the vertical emphasis of the grille on cars such as the 2015 Audi S8.
  • The new design impetus will also create more difference between individual models in the Audi lineup.

DETROIT — Insiders at Audi design tell Edmunds that the brand is about to embark on a path toward a new design language, a new face and a strategy that will emphasize the brand's Quattro four-wheel drive.

As the face of Audi models is reshaped, the German cars may get a more horizontal look in contrast to the vertical emphasis of the grille on cars such as the 2015 Audi S8.

The new design impetus will also create more difference among individual models in the Audi lineup.

Launch timing and more specifics were not provided because the overall design change is still under development.

But one definite plan is to develop styling that emphasizes Audi's long-held Quattro all-wheel-drive advantage.

Audi pioneered four-wheel drive for mass-market road cars and sells significant numbers of high-performance Quattro models that draw on the heritage of the original 1979 Audi Quattro Coupe. But Quattro models are hard to identify other than by their badging — the labeling on the exterior of the car — and the plan is to highlight their capability with more muscular styling, as the first Quattro did.

Edmunds says: In the not-too-distant future, car shoppers may be surprised to see a completely different Audi look in showrooms.

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