Opinion: Audi's Design Renaissance

For the last decade or so, Audi seemed to have tread a conservative path when it came to design. While the German marque consistently delivered on performance, technology, EV progress and build quality, its styling had begun to stagnateâ€"evolving only in careful increments, which some saw as a reluctance to take risks. This strategy worked for the first e-tron which ensured it still looked like a car not an outlandish contraption just because it didn't need a traditional grille. But for its ICE range, the incremental upgrades made the Audis look more like rebadged Volkswagens than flagship cars for VAG's premium segments. But now, after several years of playing it safe, it appears Audi has rediscovered its creative spark, presenting a bold new aesthetic approach.

Take, for example, the 2025 Audi Q5 and SQ5 which were revealed this week. With sleeker, more muscular lines, these models exude a modern sophistication that was long overdue. The design looks purposeful, yet unmistakably Audiâ€"retaining the brand's identity while introducing sharper edges and dynamic curves. The wider grille and sophisticated headlights convey a newfound aggression, stepping away from the relatively understated look of its predecessors.

Then there's the Audi Q, which inspired the the design of the new Q5. It breaks away from the traditional mould, embracing a more contemporary and expressive design. Its coup-like silhouette, enhanced by a flowing roofline and bolder proportions, signals Audi's desire to push boundaries. I even said I'm my review of the Q6 that I prefer it design to the Porsche Macan that it shares all of its underpinnings with - and that's a bold statement to make. This is no small feat for a brand often seen as evolutionary rather than revolutionary when it comes to design.

The Audi A6 e-tron, it's sedan sibling, is another example of this rejuvenation. As one of Audi's forays into the electric business sedan market, its design perfectly embodies the future-forward thinking required for this segment. While it's traditional rivals already have people polarised on the design, the A6 e-tron looks gorgeous and it's ultra-sleek profile, dominated by smooth surfaces and minimalistic elements, deviates sharply from the more traditional lines of the internal combustion engine models.

Even the facelift of the A3, traditionally seen as an entry-level model, showcases this revitalised design language and has a desirability quotient that extends beyond the badge on the grille. Subtle yet significant updates to the headlights, grille, and body sculpting bring an added layer of sophistication. While Audi has always excelled at producing premium interiors, the exterior now seems to match the luxury and modernity of what lies inside, giving the new Audis a much-needed dose of visual appeal.

This design evolution across Audi's portfolio indicates a more daring direction, shedding the over-reliance on conservative, evolutionary steps that defined the previous era. Instead, Audi seems intent on capturing attention again, not just for its technological advancements, but also for the striking way its vehicles look on the road. This bold aesthetic shift could establish Audi as a design leader in its respective segment, reinvigorating excitement around the brand's lineup.

This renewed focus on design signals a pivotal moment for Audi. After years of favouring evolutionary changes that bordered on safe and predictable, the brand is embracing bold creativity and visual dynamism. With models like the Q6, the A6 e-tron, and the new Q5 leading the charge, Audi is sending a clear message: it's no longer content to merely refine the old but is ready to redefine the future. By breaking free of the design complacency that had crept in, Audi seems to have found its way back to creating vehicles that not only perform, but also turn heads in a way that feels fresh, modern, and unmistakably confident.