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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 Prologue Avant Concept points to the future of wagon design in Geneva [w/video]

The new generation Audi R8 and its LMS GT3 racing version are grabbing much of the attention at the Audi stand at the Geneva Motor Show. However, if you are more interested in seeing the brand's future design direction, just take a look at the Prologue Avant Concept that's also on display. Audi traditionally uses the Avant name for the company's wagons, but that's tweaked slightly here. The vehicle is certainly a five-door, but from some angles it looks more akin to a Porsche Panamera-like hatchback. Compared to the B-pillarless Prologue Coupe (that we recently drove), the stretched roof flows all the way to the angled rear hatch, and the result is a very elegant design. The interior tends towards minimalism with just a few screens showing the driving info. The Prologue Avant also ditches the Coupe's petrol-fueled hybrid for a 3.0-liter, twin-turbo diesel V6 plug-in hybrid with a total of 455 horsepower and 553 pound-feet of torque, which is linked to an eight-speed gearbox. Audi claims the setup reaches 62 miles per hour in 5.1 seconds and allows for 33 miles of pure electric driving. To get a sneak peek at what's next from Audi, take a look at the Prologue Avant Concept on the floor of the Geneva show in the gallery above.

2015 Audi S8

You've gotta hand it to the Audi A8. Last year, Mercedes-Benz launched the truly stunning S-Class, putting the rest of the high-dollar luxury flagship class on notice. With the brand-new S-Class turning heads and garnering all sorts of praise from the automotive press, classmates like the BMW 7 Series, Jaguar XJ and Audi A8 started to look, well, old. But Audi didn't see fit to just let its big sedan carry on and let the Mercedes take the cake.
So when Audi refreshed its A8 line for the 2015 model year with only minor updates, I kind of shrugged it off as just a quick way to keep the big sedan fresh until an all-new, hopefully S-Class-trumping version arrives. But then I drove the S8 pictured above, and I'm no longer so sure the Merc's shadow is as big and imposing as it once was.
Spoiler alert: the Audi S8 is simply fantastic.