Home / Auto News / News article: Audi Design Chief Says Brand Will Never Do Retro Styling - AutoGuide.com News
 |  Jul 28 2010, 4:53 PM


Audi‘s design chief Stefan Sielaff told Autocar magazine that Audi will never do a retro design, for fear of becoming locked into an increasingly stale aesthetic.

In an interview with Autocar about the upcoming A7 sedan, Sielaff commented that”…doing retro is a dangerous game, because you will always have the problem that as soon as you have done such a retro car, you have to think of the next generation, and the generation after that. What are you going to do? Because you can’t get out of it. It will always be close to what you have been doing before.”

Sielaff’s interview is generally interesting, as he detailed the challenges that went into merely getting the A7 into production, but he leaves out one detail. None of Audi’s designs before the TT were really noteworthy at all. How can they do a retro design if they have nothing to look back on?

[Source: Autocar via The Car Lounge]