Originally Posted by Mr. Mercedes

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.