Audi's next design chapter is underway, and it's centered around the vertical grille that dominated last year's Concept C. The unconventional design has sparked both praise and criticism online, with some comparing it to Charlie Chaplin's iconic 'toothbrush' mustache style.
In an interview with Auto Motor und Sport magazione, Audi's new design boss Massimo Frascella confirmed that this distinctive vertical grille will be a staple on future models, moving away from the trapezoidal singleframe grille of years past. The Concept C serves as the opening statement of this new chapter, showcasing a tall, rectangular grille centered on the nose, and Frascella revealed that tweaks will be made to ensure each model stands out while maintaining a common thread across the line-up.
Audi's design boss also emphasized the importance of individual character in each car, creating a unique identity through proportions, lines, face, and eyes. The new design language will also influence interior design, with a more restrained approach scaling back large displays and retaining physical switches and dials for key functions.
The first new model from Audi, expected to hit the market, is an all-new TT based on the Concept C, featuring an all-electric powertrain and compact proportions. With Frascella at the helm, Audi is poised to push its design philosophy into a new chapter, one that prioritizes individuality and innovation.
Audi's decision to adopt a vertical grille as a staple across their models reflects a shift towards a more cohesive brand identity, while still allowing for individual character in each vehicle. This approach can lead to a more streamlined design language, making it easier for customers to recognize and distinguish Audi cars from other brands.
