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Audi design to get a ‘shakeup’ call

Automaker hires designers from SEAT, Alfa Romeo to create 'something new without breaking tradition'

Published April 15, 2013
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A major shakeup is underway in Audi’s design department. Fueled by the resources of the Volkswagen group, the automaker is setting it sights on the top spot in the luxury market, and it’s prepared to make some big changes to get there.

It’s no secret that Audi has faced criticism recently for the similarities between its models.

Chief designer Wolfgang Egger says that’s about to change. He told CarandDriver that the days of  “scalable design” are over and he’s making high-level personnel alterations at Audi’s Ingolstadt design studio to usher in the new era.

Former Bentley chief designer Dirk van Braeckel is now responsible for Audi motorsport and original equipment. Egger has also hired designers  from SEAT, Alfa Romeo and elsewhere.

The new design will debut on the next generation Audi Q7, and will bring “something new without breaking tradition,” Eggers said.  Audi’s Crosslane Coupe concept, which premiered at the 2012 Paris Auto Show, gives a hint of what’s to come.

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