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How Audi keeps it fresh in the design department

Audi was, even very recently, seen as a near-luxury brand, on par with niche if specific European automakers like Saab and Volvo. But early in the 21 st century, the four-ringed circus from Ingolstadt found a way to elevate itself to the level of its aspirational German rivals at Mercedes and BMW. While these brands were immersed in what we like to refer to as their Baroquecoco Period – a moment in which the exteriors of their cars gained bulges and, ahem, bangles, and their interiors failed to keep pace with the march of technology – Audi kept it simple. Its designs avoided the imperious Faberge gilding of Benz, or the Ghery-esque swoop and swoon of Bimmer. Instead, they were clean inside and out, with simple and elegant lines, comprehensible ergonomics, and subtle new signatures that were recognizable without being in any way overwrought. Customers, alienated by their rivals, flocked. Sales rocketed. And Audi became known as a formal/functional design leader – the Mid-Century Modern Architecture of the luxury vehicle world. But now BMW and Mercedes have taken note and corrected course. Both brands have discarded their dalliance with carbuncularity and are now, debatably, near the top of their game design-wise. Benz is delivering handsome stolidity not seen since the Bruno Sacco era of the Seventies and Eighties, and BMW has regained a grip on the kind of elegant sportiness characterized by Paul Bracq during the same time period. And the interiors of both brands are consistently on a level of craftsmanship, attention to detail, delight, and material selection and innovation once reserved for Bentley and Rolls. View 17 Photos This puts Audi in something of a design double-bind. First, its transaction price has escalated to the point where it lives in the same set as BMW and Mercedes. But now that those brands have caught up with (or perhaps even surpassed) the crisp Auto Union sensibility, how does it differentiate itself? "You have to have a clear design theme," says Frank Lamberty, Audi's exterior design director. "We define this as Quattro, because this is unique for Audi, this is our tradition. And Quattro means we have all the wheels powered, so we want to show that in our design. And this is different from a rear-wheel-drive car. We are coming from a front-wheel-drive platform, so everything is more balanced. Everything is in the middle, rather than leaned back. That is a clear proportion thing.

Audi service tech joyrides customer car, allegedly takes drugs on the way [UPDATE]

UPDATE: We've received and added an official statement from Audi Palo Alto. Dealerships get a bad rap. Stories about sleazy salespeople and overpriced service procedures abound, even though the reality is that most dealers are run by and employ honest, fair folks. But just because the bulk of dealers and their employees are good people, it doesn't mean some bad eggs won't slip through the cracks. Audi Palo Alto, in the heart of Silicon Valley, is finding this out the hard way after dash cam video of a service tech abusing a customer's car started blowing up on YouTube. In the video, which you can watch above, the unnamed service tech took YouTube user Carrera Chris's Audi – it's not clear what model, but it sounds like one of the company's higher-performance 3.0-liter, supercharged V6 models – for a rather spirited test drive. There are plenty of wide-open-throttle runs mixed in with some speeding – the dash cam's lower display shows 90 miles per hour at one point on the freeway – and you can hear the driver laughing throughout. None of this is too remarkable on its own, and maybe not enough to get the tech fired. Until, that is, he pulls into a parking lot and begins snorting something. The dash cam doesn't show the technician, so it's impossible to determine what substance – if any – the driver is allegedly taking. It could be coke, could be crushed up pills, or, hey, it could be a prescription nasal spray (it is allergy season, even in perpetually lovely northern California). Carrera Chris does say he found white powder in the seams of the driver's seat, so take that for what it's worth. There are five videos that include 12 minutes of footage – the one up top is a summary, while the four below show the alleged drug use and some more mundane footage. We've reached out to Audi Palo Alto's general manager, Jason Mattia. He wouldn't answer our questions over the phone, but did forward an official statement from the dealer. An unfortunate incident was brought to our attention earlier this week. We immediately began our investigation and have already taken action. We are working with the customer involved and have thanked them for bringing this matter to our attention. At Audi Palo Alto, we are proud to be a part of the San Jose community. We value and respect our customers, and our team of 75 employees strives to deliver the highest level of customer service.

MotorWeek revisits Audi's iconic Quattro

The Subaru WRX, Mitsubishi Lancer Evolution and just about every other all-wheel-drive performance car owes something to the legendary Audi Quattro, a model that was far more successful on the motorsports scene than it was in the showroom. Despite its modest sales, the UrQuattro still looms large in automotive lore, and indeed, in Audi's own sense of self. Considering the brand's semi-regular flirtation with the idea of a reborn Quattro, MotorWeek must have figured it'd be a good idea to revisit the original by digging up this archival review.
While time has the ability to cover up the warts of iconic automobiles, it should be noted that Motor Week host John Davis had more than a few critiques for the all-wheel-drive, turbocharged coupe.
Davis calls the Quattro's slalom handling "a disappointment," citing the overpowered engine and slow steering, and he had some unkind words for the brakes, as well. For our part, we're kind of wowed by the amount of ship-like body motion during testing, yet that sort of bobbing was certainly par for the course back in the early '80s.