Audi Is About To Change The Look Of Every Car It Makes

Audi Wants To Make “A Bold Step” Forward

A couple of months ago, German automaker Audi launched a new Chinese sub-brand called AUDI, and its creations will look unlike anything the mothership in Ingolstadt builds. But soon, even the cars created for Europe and America will look completely different, according to Audi CEO Gernot Döllner. Speaking with Autocar, the CEO confirmed that the first concept under new design boss Massimo Frascella will be revealed this year, and this “bold step” will not just be a fantastical idea of what could be; future concepts will only be shown to the world if they have true production intent.

Audi Is Looking Forward, Not Back

“We won’t show design studies anymore,” said Döllner. “When we show things, [they] will be substantial. Every concept we show will have a product decision behind it.” The CEO added that the brand “would look to the future and the strengths of Audi design, for clarity and to bring that to the future, not copying the past.” He went on to praise the work that Frascella has already done in his first year, saying that he and the designer agree on “a clear vision for Audi design.”

It will be interesting to see how Audi maintains its individuality while moving its design forward. Its Singleframe grille outline has defined many a vehicle since the mid-2000s, and LED lighting design has been a big part of the brand’s identity. LED and OLED lighting will only get more complex, and Audi has always been at the forefront of the tech, but how it will use its innovations in a novel manner will surely be a challenge.

Why Audi Needs A Fresh Approach

Audi’s recent designs, including the 2026 Q3 that launched this week, have all been moving in the same direction over the past few years, drawing at least some inspiration from the e-tron GT EV. While the latest A6 sedan also embraces some of those styling tropes, most of its styling remains derivative of past designs under the nameplate. As for SUVs, while these have almost all adopted a split headlight design and a full-width taillight bar that was once very impactful and trendy, the playbook has been overused, and with so many nondescript SUVs of all descriptions adopting similar styling strategies, Audi’s look is no longer as unique. Just naming an automaker that doesn’t incorporate these elements is difficult.

Thus, it’s time for a fresh new concept to inform all future cars, regardless of body style. Döllner didn’t say what size or sort of car would be used to introduce the conceptual design language, but given their popularity, we suspect a crossover/SUV will debut the new looks. Audi managed to adapt elements of the original R8 supercar to several mainstream models, but we doubt Audi’s vision of the future will be grounded in something as niche as a sports coupe of any description.

Whatever we see and whenever we see it, any cosmetic changes will take time, and not all of the automaker’s range has fully evolved yet, so much of the current design language will survive for a few years to come. The Q7 three-row SUV, for example, still needs to adopt the current look. Audi’s previous design boss, Marc Lichte, was in the job since 2014 until last year, so Frascella’s perspective will certainly shake things up. Responsible for cars like the modern Defender, the Italian designer knows how to blend old with new in an authentic manner. Here’s hoping he can inject just as much appeal with the Audi design concept.