BMW/Mercedes/Audi Design philosophies
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Mr. Mercedes
Premium
I think we've all given Audi a bit too much credit prematurely. If you look at the R8, in no way does it represent 'Vorsprung Durch Technik'. There's nothing about the design that say's it was influenced by technical requirements or the application of new technologies. Even the LED's have been implemented for the sake of seeking attention, not for technical advancement. It's all a bit too try hard and tacky, and even then the car doesn't take your breath away.
Also, look at the new ‘Cross Coupe’ concept, it's carries on with the existing Audi design language, but in no way is it as thoroughly resolved as their current range. It also bring NOTHING new to the table in terms of design.
AUDI hit a masterstroke when they applied the BOLD grill to a somewhat staid design language and range of vehicles. It provided the perfect balance. Their dilemma now lays with evolving a range of worthy successors and moving the design forward. And it’s clear they are struggling with this greatly. The A5 is a nice looking car, great looking even, but it's design is in NO WAY pure Audi. It also sits rather incongruously with the R8, TT and the new Cross Coupe concept. While some have said it represents an emotive evolution to the current design language, isn’t it a case that Audi’s current design language draws interest, appeal and emotion from its cool and crisp aesthetic…not misplaced curves and creases.
The shooting brake concept was also extremely unconvincing and had scant appeal. There’s a reason why it was CANNED. A vehicle that was also supposed to represent Audi's design future!!
Most of us are guilty to this, but I believe we’ve all be tooting Audi’s trumpet a bit too much and perhaps even prematurely.
Also, look at the new ‘Cross Coupe’ concept, it's carries on with the existing Audi design language, but in no way is it as thoroughly resolved as their current range. It also bring NOTHING new to the table in terms of design.
AUDI hit a masterstroke when they applied the BOLD grill to a somewhat staid design language and range of vehicles. It provided the perfect balance. Their dilemma now lays with evolving a range of worthy successors and moving the design forward. And it’s clear they are struggling with this greatly. The A5 is a nice looking car, great looking even, but it's design is in NO WAY pure Audi. It also sits rather incongruously with the R8, TT and the new Cross Coupe concept. While some have said it represents an emotive evolution to the current design language, isn’t it a case that Audi’s current design language draws interest, appeal and emotion from its cool and crisp aesthetic…not misplaced curves and creases.
The shooting brake concept was also extremely unconvincing and had scant appeal. There’s a reason why it was CANNED. A vehicle that was also supposed to represent Audi's design future!!
Most of us are guilty to this, but I believe we’ve all be tooting Audi’s trumpet a bit too much and perhaps even prematurely.
much like when i said previousely that the audi concept of rectangualr lights surrounding a gaping grill can only go so far.
audi are hitting the limit of how creative you can be with the design langauge they have oversued so extensively
their trademark design elemnts are too obvious and too massive, moreover too essential to their full design to be molded or modifeied extensively
it\s not like the kink or the merc grill, where the first is not open to reinterpretation but does not massively influence a whole design, and the second which can be redrawn in a trillion ways
audi has put itself in the corner of design, they need to find a way back
they can keep their grill, but they totally need to reinterpret their language
i am not a particular fan of the R8, it is interesting, but not cohesive, it does not ocnform to a aprticular design direction audi will be taking, it is a mishmash of very normal audi concepts with some "adventureous" twists
the cross coupe whatever it may be has only proven this, da silva is pushing this concept to the extreme, is it a lack of vision or sheer idiocy on behalf of management, i do not know, but i do not see how this can be stretched further one generation down the road, much worse if one thinks 2 generations down the road
we must also consider that audi is also not in the position to pull a BMW, it does not have the market credentials to pull soemthing that risky, but it can develop and evolve its lines instead on playing on how many parallelipeds one can imagine around a grill, and whether the emblem wil be on the grill, above it, etc.....
just my 2 cents
audi are hitting the limit of how creative you can be with the design langauge they have oversued so extensively
their trademark design elemnts are too obvious and too massive, moreover too essential to their full design to be molded or modifeied extensively
it\s not like the kink or the merc grill, where the first is not open to reinterpretation but does not massively influence a whole design, and the second which can be redrawn in a trillion ways
audi has put itself in the corner of design, they need to find a way back
they can keep their grill, but they totally need to reinterpret their language
i am not a particular fan of the R8, it is interesting, but not cohesive, it does not ocnform to a aprticular design direction audi will be taking, it is a mishmash of very normal audi concepts with some "adventureous" twists
the cross coupe whatever it may be has only proven this, da silva is pushing this concept to the extreme, is it a lack of vision or sheer idiocy on behalf of management, i do not know, but i do not see how this can be stretched further one generation down the road, much worse if one thinks 2 generations down the road
we must also consider that audi is also not in the position to pull a BMW, it does not have the market credentials to pull soemthing that risky, but it can develop and evolve its lines instead on playing on how many parallelipeds one can imagine around a grill, and whether the emblem wil be on the grill, above it, etc.....
just my 2 cents
and coming back to the ocean drive and CS
well the concept here is radically different, MB has already introduced us with the design langauge it will be using the coming decade
it is the S class design reinterpreted for various models
big, brash, in some ways vulgar, not always cohesive, but perfectly conveying the classical MB cliche of "the paycheck in my mont blanc wallet is 10 times as big as yours" more so than ever even.
the OD concept, is a reinterpretation of the S class design, refined where it was at lacks and with added value of a "radical" age old idea of chopping the roof off a 4 door.
it might eb a purported range topping flagship, but it sits perfectly within the currently established MB tradition
as for the CS, well it is a whole different can of worms here
the CS as opposed to the OD and audi, is introducing a new design language primarily, by showing us cues from eveyr major upcoming BMW model (7er, X6, F5 etc....) and also ushering in the diea of a range topping sleek sporting panamera and rapide competitor that will bridge the gap with RR (knwoing bangle i am inclined to think that the seraphe will share some fleeting cues with this also to render everything full circle whilst loosing none of the RR genes BMW have established so well)
the CS design is unto itself an adventure, a showcase of bold ideas and lines that have not been attempted before on mainstream vehicles, (the 2 hump roof, the sleek roofline, the butt etc...) this takes the idea of the bagle butt to another level, it\s not just about reinterpretting an idea, or revolutionizing it, we are looking into introducing whole enw concepts, like the side skirts and the very interesting concave convex progressions above the wheel arches
don't take the BMW as a whole, although it is a great case unto itself, see it as its parts, every design elemnt, which will progress into perfection and cohesion in the hands of a lebanese guy, or syrian woman, in their respective model designs
and here lies the fundamental difference between all 3 concepts
well the concept here is radically different, MB has already introduced us with the design langauge it will be using the coming decade
it is the S class design reinterpreted for various models
big, brash, in some ways vulgar, not always cohesive, but perfectly conveying the classical MB cliche of "the paycheck in my mont blanc wallet is 10 times as big as yours" more so than ever even.
the OD concept, is a reinterpretation of the S class design, refined where it was at lacks and with added value of a "radical" age old idea of chopping the roof off a 4 door.
it might eb a purported range topping flagship, but it sits perfectly within the currently established MB tradition
as for the CS, well it is a whole different can of worms here
the CS as opposed to the OD and audi, is introducing a new design language primarily, by showing us cues from eveyr major upcoming BMW model (7er, X6, F5 etc....) and also ushering in the diea of a range topping sleek sporting panamera and rapide competitor that will bridge the gap with RR (knwoing bangle i am inclined to think that the seraphe will share some fleeting cues with this also to render everything full circle whilst loosing none of the RR genes BMW have established so well)
the CS design is unto itself an adventure, a showcase of bold ideas and lines that have not been attempted before on mainstream vehicles, (the 2 hump roof, the sleek roofline, the butt etc...) this takes the idea of the bagle butt to another level, it\s not just about reinterpretting an idea, or revolutionizing it, we are looking into introducing whole enw concepts, like the side skirts and the very interesting concave convex progressions above the wheel arches
don't take the BMW as a whole, although it is a great case unto itself, see it as its parts, every design elemnt, which will progress into perfection and cohesion in the hands of a lebanese guy, or syrian woman, in their respective model designs
and here lies the fundamental difference between all 3 concepts
Imhotep Evil
Torque Titan
Sleek roofline and butt not atempted before ?! 
6er, 7er, z4 coupe, 8er.
6er, 7er, z4 coupe, 8er.
yes, if you study the curvature on the roofline, it is holistically different form the CLS, and more akin to a 90's 8er, i think that on a 4 door, this the first time such a roofline is applied
and the butt, well it's odd, bizarre, sexy, and new, i haven't seen it before except on the H2R which was breaking ground
and the butt, well it's odd, bizarre, sexy, and new, i haven't seen it before except on the H2R which was breaking ground
Imhotep Evil
Torque Titan
I belive the Citroen C6 (and some previous models too) and the Rover SD1 use this formula too.
But it's roots go back to the Kamm prototypes of 30s/40s.
Basicaly the roofline went down and at one point a cut was applied.
Imhotep Evil
Torque Titan
Well the thing is that some big markets, like USA and Germany, prefered the conventional 4 door sedan, and the Kamm back/Coda tronca was left to 2 door sport cars.
7saen
Autobahn Adventurer
Re: BMW unveiled "Concept CS" !
This was what I wrote before the posts disappeared. Thanx to Rob for saving the posts
------------
So this is the new Design direction BMW are going. I'm happy that it's an evolution from the flame suface theme. It's sleek and more muscular than the currrent desgign language. I like that.
Now to talk about the design elements: I like everything about it except for the front. I always like the idea of a large front grill, because I believe that large grills are the key for a undeniable presence. best example for that is Rolls Roys and old Benzes. But I hoped for a more V-shaped grill, than this rectangular out line. The lights are.. well.. not what I would do. I hink slimmer lights would do it much better. But anyway.. this is a concept and designer like to play with shaped and elements to messure the public reaction.
Actually although I don't like the front very much, it was the direction I was expecting BMW to go to in the future. Those of you who say one of my interpritations of the X6 would know what I'm talking about.
The side design is great, what I don't like is the -for BMW standards- long front overhang. Otherwise it's brilliant. The shoulder line is really cool and was expected from BMW for some future model.. I thought maybe the Z8 or Z4 successor would get a similar thing.
IMHO the Hofmeister Kink ruins the coupé-like roofline. For a so-called 4-door coupé a flowing roof line into the rear is a must, to emphasize the characteristics of a coupé, but I'm aware that this couldn't work with BMW as the H-Knik is a main design element for a BMW just like the kidney grill.
Though I think they could have left the upper line of the side windows chrome-less. this was the roof line won't be very influencd by the sape of the windows. What I mean is an L-shaped chrome strip that starts from the point where the upper window outline meets H-Kink, runs underlining the windows and ends right under the side mirrors.
Now coming to the best part: the ass.. i mean the rear!
It couldn't look better IMO.. it's just perfect. i like the fact that BMW are returning to the L-shaped rear lights as a main design element. Very strong and beautifully modelled rear design. It also has the hight I miss in the front.
The interior is really nice. What I like the most is that it will ende the era of the angular ugly interiors BMW are offering now.. I could never like them or classify them as luxury or even sporty interiors!
Final score 8/10
This was what I wrote before the posts disappeared. Thanx to Rob for saving the posts
------------
So this is the new Design direction BMW are going. I'm happy that it's an evolution from the flame suface theme. It's sleek and more muscular than the currrent desgign language. I like that.
Now to talk about the design elements: I like everything about it except for the front. I always like the idea of a large front grill, because I believe that large grills are the key for a undeniable presence. best example for that is Rolls Roys and old Benzes. But I hoped for a more V-shaped grill, than this rectangular out line. The lights are.. well.. not what I would do. I hink slimmer lights would do it much better. But anyway.. this is a concept and designer like to play with shaped and elements to messure the public reaction.
Actually although I don't like the front very much, it was the direction I was expecting BMW to go to in the future. Those of you who say one of my interpritations of the X6 would know what I'm talking about.
The side design is great, what I don't like is the -for BMW standards- long front overhang. Otherwise it's brilliant. The shoulder line is really cool and was expected from BMW for some future model.. I thought maybe the Z8 or Z4 successor would get a similar thing.
IMHO the Hofmeister Kink ruins the coupé-like roofline. For a so-called 4-door coupé a flowing roof line into the rear is a must, to emphasize the characteristics of a coupé, but I'm aware that this couldn't work with BMW as the H-Knik is a main design element for a BMW just like the kidney grill.
Though I think they could have left the upper line of the side windows chrome-less. this was the roof line won't be very influencd by the sape of the windows. What I mean is an L-shaped chrome strip that starts from the point where the upper window outline meets H-Kink, runs underlining the windows and ends right under the side mirrors.
Now coming to the best part: the ass.. i mean the rear!
It couldn't look better IMO.. it's just perfect. i like the fact that BMW are returning to the L-shaped rear lights as a main design element. Very strong and beautifully modelled rear design. It also has the hight I miss in the front.
The interior is really nice. What I like the most is that it will ende the era of the angular ugly interiors BMW are offering now.. I could never like them or classify them as luxury or even sporty interiors!
Final score 8/10
SDNR
Kraftwagen König
Interesting. But I will stand by Audi on this one, I still believe they have done extremely well. The R8 is not a disaster, it might not be as exciting as the BMW concept, but the R8 is not a concept vehicle so we shouldn't compare it with the CS.
I still think the RSQ from 2004 is one of the most exciting concepts for a long time -- it is not just an exercise in flashy styling either, those spherical wheels are a technical revolution too.
SDNR
Kraftwagen König
I apologize if this has been posted before but it is an interesting article
Audi's Design Guy Looks Inward
The auto maker's Walter Maria de'Silva predicts a revolution in interior design, from ergonomics to materials
Italy's Walter Maria de'Silva proved he could change the fortunes of an auto maker in the 1990s with his bold restyling of Alfa Romeo -- a coup that revived the sporty Italian brand. But the challenge was even greater when Volkswagen offered him the job of chief designer for its premium Audi Group, overseeing the Audi, Lamborghini, and Seat brands, in 2002.
De'Silva's task was to inject Audi's cars with excitement and emotion -- without diverging too radically from the brand's clean, simple lines and understated "Bauhaus" look. Some auto industry experts shuddered at the potential collision between Italian design and German engineering. But Audi wanted de'Silva to design cars that would turn heads and lure customers from premium rivals BMW and Mercedes-Benz (DCX). And de'Silva delivered.
Audi's latest generation of cars, from the sprinty A3 sportback to the class-beating A8 sedan, are winning top ratings and fueling double-digit sales growth. Audi's new look is edgier, and the gaping front grill exudes raw power.
But de'Silva preserved Audi's classic attention to perfect proportions and form-follows-function simplicity. De'Silva, now sketching the next generation of cars for Audi, spoke with BusinessWeek's Senior European Correspondent Gail Edmondson about the future of auto design from his unadorned office at Audi headquarters in Ingolstadt. Edited excerpts of their conversation follow:
Edgy concept-car designs never intended for the market are now increasingly found cruising down the street. Why is that?
The investment in a concept car is so high, they [almost] have to be used as a base for a production model. In the technology, architecture, design, and construction, concept cars are made with the same attention as making a car for production.
Small cars used to be boring utilitarian boxes. Now they have to win beauty contests to be successful. What happened?
Cars that make you dream used to be top-of-the-line sports cars and luxury sedans. Slowly we understood how important design was. So design language -- this emotional aspect of cars -- is now being applied to everything from a Smart [mini] to the largest sedan. The functional car made to just go from point A to point B is almost nonexistent.
The Europeans seem to enjoy global leadership in auto design, but that wasn't always the case. What ails American car design today?
I was a child in the 1960s, and U.S. cars made everyone dream -- it was their incredible size and exaggerated design. The U.S. did marvelous cars. The Corvette is an icon. That was something that influenced a lot of European design.
But U.S. car design doesn't make people dream anymore. It's perhaps a reflection of the social-political moment we are living.
I'm not trying to make a political statement, but the country and the culture seems in a defensive mode, which puts a brake on expression through art, architecture, fashion, and design. I see an effort on the part of U.S. auto makers, but I see also a frustration that I don't see in Germany, France, or Italy.
When it comes to car design, everyone is producing more dynamic-looking cars with lines that evoke greater emotion -- even Opel. Audi was a market leader with its new, expressive design. But what do you do when a "new look" has been copied by many others?
We are a premium brand, and we have to follow our own design philosophy. Our only motto is to be a leader not a follower in technology, quality, and design. The evolution of design is constant. What Audi did over the last three years in introducing new models and new design no other auto maker has accomplished in the same amount of time.
I see a period of consolidation ahead. But we are already working on the architecture of the next platform. It's a huge step forward -- the architecture is even better and the cars will be even more beautiful. The proportions will be even better.
What are the most important design trends affecting next-generation cars?
In the future I see a huge improvement in car interiors. We have to work a lot to create a kind of internal architecture and environment that is even more oriented to the customer. We are studying new seats that are more ergonomic. We can do more to enhance the simplicity of the cockpit, the dashboard, and the instruments.
And we will focus on materials -- that they are distributed in the right way and that they create the perception of quality. Information systems are another important area for interior design. The telephone, radio, and all the other buttons have to be clear and intuitive to enhance safety. Interiors will change a lot.
You shouldn't confuse luxury with prestige and exclusivity. There is a different way to interpret each. I see evolution on the exterior of cars and revolution in the interiors.
What about interior lighting?
We will see a combination of the use of music and lights in new features. We also want to study microenvironments, like dividing the front and the back of the car when it comes to noise. That would allow kids to watch TV while a passenger in the front is on the phone.
The interior of the car will be treated like the architectural space of a museum or house. That's my vision.
What do you think of Renault's Logan, the $6,000 car?
Aesthetically it doesn't do much for me. But I don't know the project so I can't say whether it could have been prettier. Low cost can be beautiful. It's a valid concept.
Audi sets the benchmark in interior auto design, but everyone is racing to copy you on better materials, intuitive information systems, and buttons with delicate feedback to the fingertips. What will the next generation of Audi's cars have that the competition won't have?
Perfection, absolute quality, the right materials. Soon we will see a more studied environment inside the car -- to give it more visible and tactical quality. It's not decoration, but architecture. It will be totally new.
What are the most striking cars on the road in your opinion?
I like the Aston Martin DB9. They've done a magnificent job. It's a big car with classy proportions. I would happily buy it. That's my test. I still like the Porsche 911. Maybe because it's been around since I was a child, and I grew up with it.
I appreciate the design of the new Fiat Punto. It's a success. It's intuitively well-proportioned. That's not easy. It has a beautiful personality, especially the front. And it's not aggressive. It's friendly.
And I have to say the Audi A6 Avant is the most beautiful station wagon in the world, just to name an Audi. And with the Lamborghini Gallardo Spyder, we did a great car. The coupe is beautiful but the Spyder is something more.
What is your dream project?
I have the fortune of working for a company with projects in 360 degrees of direction. That is a dream job. Since we are in the premium segment, there are no limits.
In the future you will see families of cars at Audi. The field from the A3 to the A8 is huge, but in the future there will be even more.
businessweek.com
Audi's Design Guy Looks Inward
The auto maker's Walter Maria de'Silva predicts a revolution in interior design, from ergonomics to materials
Italy's Walter Maria de'Silva proved he could change the fortunes of an auto maker in the 1990s with his bold restyling of Alfa Romeo -- a coup that revived the sporty Italian brand. But the challenge was even greater when Volkswagen offered him the job of chief designer for its premium Audi Group, overseeing the Audi, Lamborghini, and Seat brands, in 2002.
De'Silva's task was to inject Audi's cars with excitement and emotion -- without diverging too radically from the brand's clean, simple lines and understated "Bauhaus" look. Some auto industry experts shuddered at the potential collision between Italian design and German engineering. But Audi wanted de'Silva to design cars that would turn heads and lure customers from premium rivals BMW and Mercedes-Benz (DCX). And de'Silva delivered.
Audi's latest generation of cars, from the sprinty A3 sportback to the class-beating A8 sedan, are winning top ratings and fueling double-digit sales growth. Audi's new look is edgier, and the gaping front grill exudes raw power.
But de'Silva preserved Audi's classic attention to perfect proportions and form-follows-function simplicity. De'Silva, now sketching the next generation of cars for Audi, spoke with BusinessWeek's Senior European Correspondent Gail Edmondson about the future of auto design from his unadorned office at Audi headquarters in Ingolstadt. Edited excerpts of their conversation follow:
Edgy concept-car designs never intended for the market are now increasingly found cruising down the street. Why is that?
The investment in a concept car is so high, they [almost] have to be used as a base for a production model. In the technology, architecture, design, and construction, concept cars are made with the same attention as making a car for production.
Small cars used to be boring utilitarian boxes. Now they have to win beauty contests to be successful. What happened?
Cars that make you dream used to be top-of-the-line sports cars and luxury sedans. Slowly we understood how important design was. So design language -- this emotional aspect of cars -- is now being applied to everything from a Smart [mini] to the largest sedan. The functional car made to just go from point A to point B is almost nonexistent.
The Europeans seem to enjoy global leadership in auto design, but that wasn't always the case. What ails American car design today?
I was a child in the 1960s, and U.S. cars made everyone dream -- it was their incredible size and exaggerated design. The U.S. did marvelous cars. The Corvette is an icon. That was something that influenced a lot of European design.
But U.S. car design doesn't make people dream anymore. It's perhaps a reflection of the social-political moment we are living.
I'm not trying to make a political statement, but the country and the culture seems in a defensive mode, which puts a brake on expression through art, architecture, fashion, and design. I see an effort on the part of U.S. auto makers, but I see also a frustration that I don't see in Germany, France, or Italy.
When it comes to car design, everyone is producing more dynamic-looking cars with lines that evoke greater emotion -- even Opel. Audi was a market leader with its new, expressive design. But what do you do when a "new look" has been copied by many others?
We are a premium brand, and we have to follow our own design philosophy. Our only motto is to be a leader not a follower in technology, quality, and design. The evolution of design is constant. What Audi did over the last three years in introducing new models and new design no other auto maker has accomplished in the same amount of time.
I see a period of consolidation ahead. But we are already working on the architecture of the next platform. It's a huge step forward -- the architecture is even better and the cars will be even more beautiful. The proportions will be even better.
What are the most important design trends affecting next-generation cars?
In the future I see a huge improvement in car interiors. We have to work a lot to create a kind of internal architecture and environment that is even more oriented to the customer. We are studying new seats that are more ergonomic. We can do more to enhance the simplicity of the cockpit, the dashboard, and the instruments.
And we will focus on materials -- that they are distributed in the right way and that they create the perception of quality. Information systems are another important area for interior design. The telephone, radio, and all the other buttons have to be clear and intuitive to enhance safety. Interiors will change a lot.
You shouldn't confuse luxury with prestige and exclusivity. There is a different way to interpret each. I see evolution on the exterior of cars and revolution in the interiors.
What about interior lighting?
We will see a combination of the use of music and lights in new features. We also want to study microenvironments, like dividing the front and the back of the car when it comes to noise. That would allow kids to watch TV while a passenger in the front is on the phone.
The interior of the car will be treated like the architectural space of a museum or house. That's my vision.
What do you think of Renault's Logan, the $6,000 car?
Aesthetically it doesn't do much for me. But I don't know the project so I can't say whether it could have been prettier. Low cost can be beautiful. It's a valid concept.
Audi sets the benchmark in interior auto design, but everyone is racing to copy you on better materials, intuitive information systems, and buttons with delicate feedback to the fingertips. What will the next generation of Audi's cars have that the competition won't have?
Perfection, absolute quality, the right materials. Soon we will see a more studied environment inside the car -- to give it more visible and tactical quality. It's not decoration, but architecture. It will be totally new.
What are the most striking cars on the road in your opinion?
I like the Aston Martin DB9. They've done a magnificent job. It's a big car with classy proportions. I would happily buy it. That's my test. I still like the Porsche 911. Maybe because it's been around since I was a child, and I grew up with it.
I appreciate the design of the new Fiat Punto. It's a success. It's intuitively well-proportioned. That's not easy. It has a beautiful personality, especially the front. And it's not aggressive. It's friendly.
And I have to say the Audi A6 Avant is the most beautiful station wagon in the world, just to name an Audi. And with the Lamborghini Gallardo Spyder, we did a great car. The coupe is beautiful but the Spyder is something more.
What is your dream project?
I have the fortune of working for a company with projects in 360 degrees of direction. That is a dream job. Since we are in the premium segment, there are no limits.
In the future you will see families of cars at Audi. The field from the A3 to the A8 is huge, but in the future there will be even more.
businessweek.com
SDNR
Kraftwagen König
I feel Audi might be slightly loosing some of its integrity with the Cross Coupe Quattro Concept. The RSQ was so purely Audi. The essence of Audi design should be simplicity and purity. Walter Maria de'Silva said Audi had to follow its own design philosophy but I can see clear similarities with BMW here.
Imhotep Evil
Torque Titan
I don't understand why people are so surprised about the Cross Coupe Quattro Concept from Audi.
Audi's history showed that something like this will come. Aero, Bauhaus, humanitive/emotive.
Audi is not BMW, regardless of what some enthusiastical people around here tought. It doesn't have it's history, particularly its design history and brand identity.
Audi's history showed that something like this will come. Aero, Bauhaus, humanitive/emotive.
Audi is not BMW, regardless of what some enthusiastical people around here tought. It doesn't have it's history, particularly its design history and brand identity.
Mr. M
Tire Trailblazer
From a layman's POV (with no design knowledge whatsoever):
The ODC looks extravagant and luxurious, but it also looks like it's built for pensioners.
The Concept CS looks like a car that is supposed to compete with the CLS.
Both cars share some similarities in the curvature of the surfaces, as well their sheer sizes, but that's about it IMO.
The ODC looks extravagant and luxurious, but it also looks like it's built for pensioners.
The Concept CS looks like a car that is supposed to compete with the CLS.
Both cars share some similarities in the curvature of the surfaces, as well their sheer sizes, but that's about it IMO.
PanterroR
Lap Time Luminary
SDNR
Kraftwagen König
I'm sorry Imhotep Evil, I simply cannot agree with you. Audi does have a strong historical design culture -- they, like all German brands (AEG, Braun, WMF, Mercedes-Benz, VW, Thonet, Hansgrohe, Hugo Pott, etc, adhered strongly to the design principles from the Bauhaus -- Form Follows Function ...an emphasis on design for mechanized serial production (and with a general "Machine Aesthetic") This is the history of German Modern design.
Mr. M
Tire Trailblazer
Being bigger and wider than 7er, i don't think it's competitor is CLS...
Yup, I think it looks like a response to the CLS... But it's definitely competing at a higher-rung segment.
Imhotep Evil
Torque Titan
Audi's design trademark is the shift in design (Aero, Bauhaus, Emotive-human). It's the opposite of Porsche.
BMW is the bits, trademarks, evolved/refined since the 303 model.
- when the BMW replaced the inline 4 with the inline the bonnet became longer
- the kidney grille was there (some some say to cool off the new inline 6 engine)
- with the 328 the dual headlight were incorporated into the bonnet to improve aerodynamics, later the duals become the quads on the higher models, then on all models
- the gills were also there on BMW cars since the 1930s and continued on roadsters and coupes till today
- the Hofmeister kink camed in the early 1960s
- the coupe roof line nicely droped down appeared on the 503 of the 1950s, while in the 3200 of the early 60s that meat with the Hofmeister kink thus the
patern followed till this day.
- then we had the L/Reverse L rear lights and driver orientated front interior
Audi had nothing like this.
SDNR
Kraftwagen König
IE, BMW also followed the German Mondern principles as taught at the Bauhaus.
I'm not talking about "style" here -- it really has little to do with the style of the vehicle or any of the signature details. The Bauhaus school in Dessau was probably the single most influential art/design institution of the Modern Movement. Great emphasis was placed on conceiving objects to be produced by machines (lessoning the requirements for manual labour). This, and the strict principle that an object should express its purpose (its function) through its appearence (the aesthetics of functionalism) were of paramount importance. There was also a deliberate intention to create objects which expressed a new "Machine Aesthetic" -- objects to be produced by machines, designed with no superflous decorative details -- reduced to essential functionality (Less is more) and expressing the new industrialized world. These tenets influenced western design for most of the twentieth century -- things started to get more experimental in the 1950s but it really wasn't untill the mid 1960s that the Post-Modern revolution in design started to break with these "rules" of Modernism.
I'm not talking about "style" here -- it really has little to do with the style of the vehicle or any of the signature details. The Bauhaus school in Dessau was probably the single most influential art/design institution of the Modern Movement. Great emphasis was placed on conceiving objects to be produced by machines (lessoning the requirements for manual labour). This, and the strict principle that an object should express its purpose (its function) through its appearence (the aesthetics of functionalism) were of paramount importance. There was also a deliberate intention to create objects which expressed a new "Machine Aesthetic" -- objects to be produced by machines, designed with no superflous decorative details -- reduced to essential functionality (Less is more) and expressing the new industrialized world. These tenets influenced western design for most of the twentieth century -- things started to get more experimental in the 1950s but it really wasn't untill the mid 1960s that the Post-Modern revolution in design started to break with these "rules" of Modernism.
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