The accusation began when the Audi A8 took on rather similar detailing as the smaller A4, and it was all but confirmed with the arrival of the latest A6: Audi was making the same car in different lengths. BMW, in fact, has been accused of the same thing with its sedans. Unlike BMW, though, Audi is apparently working to change that. It has begun a design overhaul called AQR that is claimed will "a set of individual themes for each of the three major model families."

The acronym AQR stands for Audi sedans and hatches, Quattro SUVs, and R sports cars, and from the way it sounds, each group will get new detailing that sets it apart from the other group. According to Audi design honcho Stefan Sielaff, "the design details will be different."

The initiative is occasioned by people saying Audi cars look alike, but based on the description of AQR, we can't tell how that's really going to change. Sielaff specifically said the project would address the proportions of the sedans in order to combat the 'one sausage of different lengths' perception, but we look forward to seeing if the sedans will really look less like one another, or whether it's that the three groups of vehicles will look more dissimilar.


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  • 83 Comments
      • 3 Years Ago
      [blocked]
      desinerd1
      • 3 Years Ago
      Differentiating A Q and R is not necessarily the right approach. They should instead differentiate more between say, A4 and A6 and A8. A lot of people buy these just because they are rich. If they spent 80 grand on an A8, it should not look like A6 which only costs half as much.
        Dante
        • 3 Years Ago
        @desinerd1
        I think you should get your eyes checked, the A8 looks nothing like the A6. Of course they do have their similarities but its called brand identity. A6: http://media.il.edmunds-media.com/audi/a6/2012/ns/2012_audi_a6_front_ns_1129101_717.jpg A8: http://reviews.cnet.com/i/tim//2010/08/19/34147987_FT_440x330.JPG
      David Ardila
      • 3 Years Ago
      I agree with this initiative. Its importat to create brand recognition but when it becomes dificult to know if its an a6 or and a4 , you have to start taking care of that. Bmw also is going that way (look the back of series 3 and series 5) . I think mercedes has found a nice balance between being easily recognizable as mercedes, and making all the models unique.
        OhReallyDough
        • 3 Years Ago
        @David Ardila
        EXACTLY. I've also noticed the new 5 series tricks me into thinking its a 7 more than i expected lol. They are all great brands but Merc definately has gotten it down right.You can tell the difference between the C,E & Sc lasses from the front, sides and rear
      Dasupersprint
      • 3 Years Ago
      Peter Schreyer has much more design liberty with Kia than he had with Audi I think
      Bill
      • 3 Years Ago
      Will the new jetta loose the a4 rear lights?
      Myself
      • 3 Years Ago
      It took them only about 10 years to realize that.... VW has gone the same way - as I said a couple of times, the Polo GTI and the Golf GTI that park down the street look as different as a night and later that night. Nothing against corporate identity, any Mazda is a Mazda, you'd never doubt that. Yet each and every is different. Or Alphas. With Audis, VWs and BMW, you literally buy them by meters/feet.
      Basil Exposition
      • 3 Years Ago
      They've got to move past those headlights. That trend is over.
      CarCrazy24
      • 3 Years Ago
      Totally agree, Audi sedans have become boring and really do look the same. It's not a big problem for A4 owners, but it is a problem when the top of the line A8 looks like the A4.
      Adrian Elliot
      • 3 Years Ago
      LOL
      hawaiian_I
      • 3 Years Ago
      "...Audi was making the same car in different lengths." Hah! "...the 'one sausage of different lengths' perception..." Hah, hah! Great funny lines! Maybe Ford should hire one of the designers from Audi. The only car not similar is the Audi TT.
      • 3 Years Ago
      [blocked]
      Matt
      • 3 Years Ago
      Honestly, they may all look alike, but I don't think it hurts their sales. The most iconic manufacturers I can think of have been doing this forever. BMW is mentioned in the article, but look at Porsche or Land Rover, both make desirable vehicles that continue to be variations on a theme.. a theme that works. What Audi needs is a theme with less taupe in it. I personally like the understated look, but I can see how many people would want a little more "look at me, I have an expensive automobile" in their new car.
        JoJo
        • 3 Years Ago
        @Matt
        most iconic....? Rolls-Royce, Bentley, Mercedes-Benz, Ferrari.......
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