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EnI · **Re: New Teutonic design language -** 04-02-2006, 10:36 AM

Yesterday I visited (more accidentally than planned) the Zagreb Motor Show (Croatia). And of course my focus was on German cars – especially Audi, BMW & MB. I had a lot of time to examine the design of the cars. Before did the examination I had find BMW design best, followed by Audi, and MB being not interesting – in the last place. Here are my thoughts made upon precise examination:

Audi:
Audi’s exterior design is definitely a step further from the previous one. Current exterior design (interior design is another story) is now definitely worth of premium brand. The single grille and V shaped hood look very modern and bold. The new Q7 shows the best execution of these two features. Overall the Audi design can be described as simple, modern, elegant, low-profile. It’s not as plain as I thought, but it is definitely very simple. Not many special details, simple flowing lines, very tasteful, not risky. It can be easily be said Audi is currently an automotive equivalent for Apple - design wise. Kind a minimalistic. Audi’s exterior design is easy to digest. It’s there – simple & classical beauty, but nothing special. The front parts are the boldest & most interesting views, side profiles are nothing very special, rear design is the weakest point (especially the rear of Q7 – it is even less impressive in person; not fitting to the rest of the car).
Audi’s interior design looks a bit old-fashioned. Dashboard is kind a evolution from 90’s. Even the one in A6, A8 & Q7. Especially the A6 & Q7. Not even mention the A4 & A3. It simply lacks class. Do not get me wrong: the materials, and the fit & finish are superb in Audi cars, but the design is – sorry to say that – dull & unimpressive . It doesn’t match the exterior design’s class. I was disappointed by interior design – especially when compared with MB & BMW.
Overall I can say Audi still lags behind BMW & MB design wise. Exterior one is way better then interior one. The main problem here is the design does not follow the brand core philosophy – while by BMW & MB does. Btw, what is Audi’s core philosophy / value?

Mercedes-Benz:
MB’s exterior design – the new one (SLK, CLS, A, B, S, R, ML, SLR & also facelifted CLK) is a first class design. I call it automotive neo-baroque of 21st century. A lot of curves, details, heavy decorations, but very nice simple flowing. Very sculptured. Even more than BMW. MB’s exterior design is the exaggeration of details & style - a true baroque design. Also there is a diversity of design among different models – which Audi kind a lacks. The best executions of neo-baroque design are definitely the CLS & the new S-class. MB cars have no design weakness – all the exterior parts (front, side & rear) are balanced & consistent in style.
MB’s interior design follows the neo-baroque style of exterior – on even higher level. Even more heavy decorations, over-designed element etc. The CLS and the new S-class interior s looks already a bit kitschy with all the curves, chrome & wood. I definitely would not call the interior design modern. It isn’t. It is kind a retro-classic – in neo-baroque style. It’s very classy, for the people who like a rich design.
Overall the MB design impressed me – it really was a nice positive surprise. It is a very consistent with brand philosophy – screaming luxury & rich design. It’s interesting & rich in details, but not complex. A bit over-styled perhapsed. It’s Audi-antidote. I found MB design very mature. I got the impression they know what they want, what they are doing, and where they are heading.

BMW:
BMW’s exterior design is the most interesting, modern, bold & fresh among the examined designs. The stance is extremely sporty, aggressive & bold, yet very elegant. The lines are very complex, they make your brain working. But when examined closely all the lines makes sense – they are flowing perfectly, but not simply. The new BMW design is very 3D – can not be judged based on car pictures. The creases – which look very prominent in pics – are not as exposed when seen in person. So the cars are not as sculptured as the MB ones. The exterior design screams dynamism, power & aggressiveness – every part of the car: front, side & rear. But I found X3’s front & 1er’s rear the weakest executions. Was very impressed by facelifted 7er & Z4 – especially Z4 Coupe is a true “killer”. The “flame surfacing” is a great tool for creating dynamic design – I can not imagine it on MB cars: it would not fit the MB design philosophy very well.
BMW’s interior design nicely follows the dynamic stance of the exterior. It’s very modern & fresh & complex. Fit & finish & materials are not perfect, but they are good enough. A bit over-designed with details. While MB has classic over-deisgn, BMW has modern over-design. Yet interior design tells clearly you are driving a dynamic & very modern car, yet a luxury & elegant one.
Overall I confirmed my impression of BMW having the best design language. BMW found a perfect design language for the brand. It fits the brand just superbly. It’s dynamic, interesting & fresh. Very complex & a bit over-designed. But definitely not ugly or disjointed.

Conclusion:
In the end I found BMW design being the best, followed by MB, and Audi in the last place. While Audi cars have best fit & finish (in & out), the design is still something they’ll have to work on. It lacks the theme & design philosophy. Design is also not connected with the brand’s image: which is also not well defined yet. They wanted to be modern & minimalistic, but they failed achieve this – at interior design. BMW and MB did their task better. MB are on the right way – I’m seeing their comeback – under condition they improve the reliability of the cars. Design (interior & exterior) is interesting, follows the brand philosophy, and is well executed. It screams luxury and rich style: fitting well to the MB brand. But BMW is currently the leader of the automotive design. Their design language can be too complex for someone, but they can get Audi instead. BMW design fits the brand best: sporty, aggressive, dynamic, fresh, modern. Also the design diversity within the model line is well executed.
So, MB & BMW are on the right way – they know what they stand for, and both targeting different target groups with their design language. While Audi are still searching for their identity – and the design reflects that.
But - regarding the question about the new teutonic design - Audi is still the true representative of classic teutonic design language: function over form. While BMW & MB (and even VW) have already left this boat, and gone to the more interesting boat: form & function.

Btw, I was very impressed by Citroen C6 design & Nissan design in general.