What happened to Audi?

[@Flynbourne]

The best thing to say about current Audi design is that at least it’s not BMW.

[@aurorajones8481]

I like BMW... i dont like their current stupid design language. Germans... Only Porsche is doing it right and that's because they just tweak what they have which is "classic" so that's unfare. MB sucks w/ the jelly beans they have a few greats like the new GT but across the german lines its meh.

[@mziwendukuntsele671]

@@aurorajones8481 What do you think of the latest Macan EV?

[@34milan]

audi took over the bold look bmw had. bmw fell off and can’t return the same

[@PEACEOUTXX1]

Audi still makes slower cars then bmw.. cry harder. The new m2,m3,m4,m5 all look great. Only bad bmws are the EVs. Their great cars are still great though and that's why they sell more cars then audi and mercedes year by year.

[@TheEryk03]

@@PEACEOUTXX1 M2, M3 and M4 are ugly as a sin. M5 looks better but it looks like Skoda.

[@PedroHenriquePS00000]

Audi shoud go retro, their old linup is fire, they should bring that looks back

[@TheEryk03]

Old Audis looks old.

[@leomux2004]

I think they could get inspiration from their old lineup, but make a new one, Audi is all about technology, its literally on their slogan "leadership through technology", so yes, maintain the design cues but make it brand new, the whole problem of audi is looking too old.

[@PedroHenriquePS00000]

@@leomux2004 honestly in 2024 going to 2025 i think weve got enough tech already... Honestly we are overdosing on tech to be honest... we need more analogue feeling cars... from ALL major car makers

[@ethanb4ughan]

​@@TheEryk03I disagree. I think Audi have one of the best aging lineups. The old R8 still looks fresh in this video

[@TheEryk03]

@@ethanb4ughan R8 isn't that old and R8 is out of the world. One of the best looking cars ever.

[@kcplanespotting8812]

The a8 looks way better than the competition

[@blackcow8114]

the R8 was the best piece of design ever

[@brandonbeckham8803]

The interiors are just as bad. Killed the luxury feel and is not just nasty plastic, gloss black and screens. I wasn’t driving back in the 90,s and early 2000s so I can’t say I’m super drawn to those but I think 2014-2022 was the golden age for Audi design

[@Takuat13]

I would say 2007- 2022 was the golden age for Audi. I mean that Audi S5 when it came out was the peak of Audi for me. It's still my dream car!

[@carlosconesa]

Got a used A3 from 2020 pre re-styling, love the proportions and interior.

[@KevinUrban-u1z]

These car companies seem to think the bigger the grille the more cars they will sell. SMH... I agree with going retro style. The a3 8v grille is beautiful. Very 1950s-60s Ferrari Maserati looking. The mk1&2 TT looks like a barbie mobile then the mk3 with just the grille change looks bad ass.

[@alessandromaresta2364]

The biggest problems for me are: engines are not as powerful as in the past, too many electric versions and lastly some models have zero personality, especially the small ones

[@Johnny91832]

RS engines are more powerful than ever what are you talking about.

[@vito7pt]

He's talking standard 😉​@@Johnny91832

[@bwoisness]

In the US they want to charge $750 a month for a lease on a S3. Just a few years ago I was paying $500 a month. Im not paying $900 a month with insurance for small 4 door sedan. Thats their problem.

[@plastiquemaraj8839]

The problem is the split headlight design. The only car manufacturer that manages to do it nicely is polestar and genesis, because they have a design (light signature). Audi, bmw and others make the top one nice and just stick a rectangle under it and call it a day. They think that it’s hidden when it’s clearly visible and it makes it look like an afterthought

[@Anti-Taxxer]

That monstrosity that BMW calls its new 7 Series is not what any carmaker, including Audi, should aspire to be.

[@arisaga822]

I had the misfortune of seeing one in the flesh on the road. I now have eye cancer.

[@Pwnulolumad]

Lmao I agree

[@dampmaky]

icl in black it kinda muffles the front ends garishness a bit, rest of the design looks cool I like it

[@p0pxcornx300]

9:05 thats a Q3 actually

[@kilove1]

Exactly

[@Vedantsinghvi1611]

That probably is the problem too! Too similar cars!!

[@TheEryk03]

​@@Vedantsinghvi1611 Why everyone see what model it is? He simply doesn't know. Besides, in this comment section you can find a lot of people complaining that new Audis require completely different things than old ones and that Audi should go back to its old design. You mo. .rons just keep complaining about Audi in every possible way. Even if you completely contradict yourself.

[@p0pxcornx300]

@nope they are very different, just Look up a q5 from that timespan

[@MMaster1908]

Indeed

[@herbie53opf]

The chinese market is killing car design

[@doggodproductions2259]

Killing the R8 was an awful decision. Audi was already losing their identity, then they go and kill off their halo-car. Surely, they could bring it back with all the EV nonsense they've been doing and stay within the dumb "fleet emissions" rules in the EU, and it doesn't even need to be a V10. Go for a V8 like the original, use the one from that Huracan-replacement that revs to 10k (the Temerario? I can't remember the name of the Huracan replacement).

[@doubleclutchonline5811]

"Focused too much on EVs..." Well that sucks. Especially since Audi's EV's aren't competitive. I don't think that's the problem. Audi has no convertible. No coupe. No sports car to replace the R8. The brand has become very boring, while also being very overpriced.

[@MrModikoe]

Its so mind boggling how these brands are killing off their beautiful designs in the name of futurism...

[@nitroxylictv]

Nobody is buying EV's and the 0.001% of new car buyers that get EV's are buying Tesla.

[@KevinUrban-u1z]

100%

[@LarryKippings]

Just took delivery of a brand new RS6 Performance. 4 weeks in, so many issues….. Auto headlights come on in broad daylight (requires new sensor), rear suspension issues (clunking/squeaking/poor handling), reverse camera stopped working, Apple CarPlay won’t connect intermittently, rattle in dashboard, car went into Neutral on its own accord when driving. Worrying start to ownership.

[@lucwijngaard8413]

Meanwhile people are still using their C6 and mainly C7 RS6's, hope you get to enjoy it soon without having to worry too much about all the problems!

[@LarryKippings]

@ I own a C7 too, that car is bullet proof.

[@diemes5463]

Their grill used to emphasize the width of the car, now the car is being consumed by the grill.

[@fortheloveofnoise]

IQ is declining, creating this hellscape we live in.

[@arandominternetperson4462]

2:59 The A8 is sure a good looking dinosaur. Especially next to that 7 series.

[@impinas]

Seriously though, the 7 looks hideous and the Merc is just ok.

[@malcolmpuhawan3695]

Who knew that if you sell cars that are too expensive for a lot of people...that it won't sell well

[@janijoni5115]

The new audi's don't even look bad(except for the new A5 and Q8 etron). I actually like their designs

[@N7Sound]

This is not a Q5 but a Q3

[@AndreasSchmidt-e6c]

Walter de Silva stands for great Audi Design, Marc Lichte stands for the misinterpretation of de Silva‘s work - hopefully Massimo Frascella will do better …

[@senseikanacke69]

Cant be worse than marc lichte but it will be really diffilcult to build a transition the angular and soulless design with a huge grill to a more flowing and aesthetic design

[@hendrikvandermerwe4978]

Audi went from selling vehicles "reasonably priced" to super over-priced. They price their vehicles as if the spare wheel is solid gold! I own a 2022 Audi SQ5 and really like it. I bought it used with only 10K miles on it and because I got it for about 1/2 the new price. Look at the price of the new 2025 Q3 - $60K + for the base model and then shoot up. Audi is killing themselves, sadly, and these fools think that pricing their vehicles it will save the company. It will not, it's going to kill the company!

[@countersmart]

The golden era for Audi was 2000- 2010...A3, A5, TT, R8, Q7.. all best in class for design and looks..since then the designs have been less appealing

[@user-lg5uh8sr3d]

In Europe the situation is worse than this because regulation, all these european brands will die

[@TheEryk03]

Maybe not die but they will be all Chinese.

[@ChristianGustafson]

TTRS RIP

[@stevehunter7402]

Every manufacturer is ruining their cars with oversized front grille and fake air vents. I’m not a fan of any unnecessary or nonfunctional plastics. For Audi, I think their design peaked with the 2017 A6 that you have shown. Everyone has gotten out of control with giant screens, panoramic roofs and interior lights

[@rewind8822]

How dare you not include the 2012-2018 Audi A7

[@fatbardh2]

The 2018-2024 is great too, but more aggressive, meanwhile 2012-2018 is very elegant

[@jonathonalsop2120]

The hyena scratching its bottom is a classic.

[@5amH45lam]

Go eWoke, get eBroke.

[@ら乙凡从乃口几丿凡长]

what does wOkEnEsS even have to do with it dumbass

[@fatbardh2]

The current RS7 is one of the best car designs ever, Rs5 looked great too... until they announced the new s5 🤢

[@loephaengsavanh7380]

The RS7 is a hideous slim/high car vs the etron-gt. The etron-gt looks exotic next to a pedestrian RS7....compare the proportions

[@fatbardh2]

@loephaengsavanh7380 etron gt looks nice, but it's a two door supercar, I was referring more about normal cars, rs7 is both a beast and you can carry your family in it

[@sarunassurvila7857]

⁠@@fatbardh2he clearly did not see the rs7 in person. Maybe a wallpaper at his friend’s house.

[@_e5598]

Just bought a '13 S8. Last gen Audi's are some of the best looking ICE cars ever made. New ones look cheap.

[@point4894]

CHINESE... It's answer on your question. Like BMW, which designed in Shanghai studio...

[@titanirael9966]

Audi had the best minimalistic design and was so effective. Now it is overmoderned garbage like Mecedes and BMW. Audi is filled with arrogance and ignorance of the fact why people bought these cars for...

[@faheemabbas3965]

The upcoming new Audis having GM-style interiors (new Traverse, Suburban) will NOT help them.

[@sueddo2634]

The problem was delusional pricing with zero interest in customer appreciation. You're paying A8 pricing for entry level Audi's now and by far Audi has one of the worst dealership experiences.

[@douglastaylor8039]

The problem is reliability. Pretty on the outside but garbage, planned Obsolescence parts on the inside. The plan is to keep you in the dealer repair shop and steal your money.

[@nukiolbartes6279]

this is exactly the problem.. german car manufacturer think they can fix everything by changing design, hiring designers, making shiny marketing video about their design language. i am designer and i worked at audi, but the problem goes much deeper than how the car looks.

[@Trollollolollol]

DEI hires

[@a.m.9357]

Audi needs to stop fiddling with childish, fancy, dancing headlights and indicators and instead start producing the most reliable best quality cars ever made (meaning beating Lexus on reliability and fit and finish).

[@TheEryk03]

@@a.m.9357 In europ and china Lexus is not selling. And those markets are the most important for Audi not dated us.

[@Flynbourne]

Yeah what is it with this headlight obsession.

[@crouchb15]

vw as a whole is down, except porsche

[@TheEryk03]

No it's not.

[@sebastian5903]

That's so stupid. They are still selling many cars. It's fake news in the media

[@MultiKdizzle]

It is and they closing European factories for this first time in history ​@@TheEryk03

[@prodbyterryheyns9132]

No it's not, Porsche is lazy to design

[@왜옹-z8h]

All german brands are going down

[@lamentable.mp3]

The B8 A5 pre facelift is one of the best Audi designs, the headlight shape and design, the haunches on the line going from headlight to taillight, just looks amazing and perfect.

[@ZXNE.]

2016 Audi RS7 one of the best looking cars ever for me

[@brentblasi7899]

You have to pull the whole front end to change the water pump. It's engine maintenance and plastic parts.

[@gillpatrick6646]

Not today BMW owner 😂!! On this side of the Audi fence, we call it the “Service Position” .

[@JoaoABRodrigues]

Audi? And BMW... And Mercedes... And.. And.. And...

[@andrebartschat9267]

the SUV is not a Q5. it is the Audi Q3 Facelift Version from the 1. Generation. 😁

[@richierembo3728]

Was looking to see if somebody already made this comment haha

[@plastiquemaraj8839]

9:00 that’s a q3

[@STORM3SHADOW]

Their design language still looks miles better than BMW's!!! 😆

[@VorsichtStufe]

Km, but I agree

[@aymanlockhartable]

Peter Schreyer had been at Audi since the early 1980s, but the TT was the first car that really put him on the map. Peter Schreyer and Gregory Guillaume did beautiful design with KIA Stinger.

[@c3vzn]

The cars have been old for ages. They’ve only just revealed all new models. Check in after a year I’m sure the sales will pick up.

[@AndrewTSq]

The new models are so expensive. The Audi A6 now starts at $80k here, I can not see any sensible person buy that car. And since Audi already starts to sell parts of their F1 team that has not even debuted yet tells me they are in financal trouble.

[@TheEryk03]

@@AndrewTSq Because it is electric. And all new cars are expensive. Thanks to soci... alists give. Thanks to them.

[@AndrewTSq]

@@TheEryk03 i think thanks to Trump won that we might see a change in EVs being pushed. Audi also raised prices on their ice now to try to make the evs cheaper.. which failed if the starting price of an A6 is 80k. Those batteries and ev motors are expensive.

[@TheEryk03]

@@AndrewTSq First, Trump is not the EU government. Second, manufacturers have to pack expensive hybrid systems into their combustion cars that raise production costs, and they have to pay horrendous fines for the CO2 emissions of those cars. Now you know why cars are so expensive?

[@AndrewTSq]

@@TheEryk03 I think we all wish Trump was in EU gov. Right now, I think its better to not be a part of EU (or the third reich) and yes you do not see the bigger picture, if USA leaves the Paris agreement, and they open up (a big market) for ice cars, I am sure car companies like Audi will go to USA market instead of trying to produce over priced EV that no one wants in Europe. Do you smoke something btw?

[@goran2009]

Do you know what happened? They burned the bridge with Russians, they said no to cheap gas from Russia. They decided to ruin their own country to support Ukraine… No money, no investments, no idea where to go… Hope its all worth it :)

[@anthonyrowland9072]

Russian can go home any time...

[@RYUSHIR0]

To me the main problem is the pricing, for the price they want for their products tou can have something that offers more!... design wise i like it, mostly the recent ones like the new A5 and so!

[@TheEryk03]

@@RYUSHIR0 What you can get for the price? Any example?

[@Average_Bruh]

​@TheEryk03 The new A5 starts at over £40k, the S5 starts at over 70. 10k more than the LCI M340i all while being less powerful, significantly heavier and not as dynamic. So yeah, Audi charging big money for their new cars even though the competition is less expensive and somewhat more desirable.

[@ronaldwilliams3328]

There is something about Audi that doesn’t hit the mark, older designs much more interesting, there an s4 in front of my apartment now, nice but nothing grabs you, looks so much like a Passat, I’ve leased 3 of them and a lot of vw s, love vws and Audis in the past but now kind of boring

[@TheEryk03]

Look how wrong you are... You mentioned as an example S4 that remember 2015 so the concept is almost 10 yo. It is nothing new about it.

[@ronaldwilliams3328]

Yes, it is a used Audi A 6, I don’t know the year

[@Swartkin]

i think the problem with audi is that they are focusing too much on a market that just works for one brand (tesla), most people buy ICEs, and as they keep focusing on electric and ignoring their ICE vehicles, sales will decrease

[@mrsoisauce9017]

I mean, Europeans are very concerned about the climate crisis, which is a great majority of the reason why so many European manufacturers have jacked up production of their EVs (which are probably a lot more popular in Europe than in America where they’re subject to the perspective “oil=freedom”). I don’t think that mindset is going away any time soon

[@ahogQ]

​@mrsoisauce9017 I am European and I wish we had someone here who would say no to all this madness. It's ruining people's lives and destroying the economy.

[@mrsoisauce9017]

@@ahogQ what madness? And what’s ruining people’s lives?

[@qwxntmFPS]

i really like the design of the rs-etron gt and really wish they'd use that as a base for more cars

[@ismenqn5556]

First time seeing the new s6, genuinely almost had a stroke.

[@loukasantoniou8054]

the fact that audi designs feel like "dinosaurs", is what i love about audi designs. They look as modern as they should. I m not that much in favor of their new desing langauge.

[@leedoc512]

All of the recent designs looks like they've been put into a hydraulic press and stopped midway.

[@Swiss4.2]

Please make a design review of the D3 generation A8. I think that generation; especially with the split-grille is one of the best looking "modern" Audi's ever made. The D3 is the design successor to the E38 in my opinion.

[@VorsichtStufe]

Still better than BMW's design

[@chen_490]

Its critical to have an overly fussy frontend / headlight design to prevent pattern parts from being a viable alternative.

[@Johnny91832]

the "bad new days" kills off all modern BMWs. Audi can still design cars whereas bmw hires designers before they finish design school.

[@Brik2246]

i mean i agree. the current lineup is a weak one but the biggest problem in the vw group is germanys politics

[@jamesaron1967]

Audi is my favorite German marque. Sad to see they've gone the overdesigned route that's currently afflicting the BMW lineup. IMO, Audi's design peaked last decade with few exceptions. The first RS5 shown in this video was a great-looking car. Great engine, too. In the current line-up, only the e-tron GT looks great to me, but that's an EV.

[@ghepardogts]

So much embellishment. In the past Audi’s pure yet sophisticated design dropped of confidence. They lack that conviction now and just add everything they can. No supermodel can pull off wearing everything at once.

[@Jasenkob]

The 2025 S5 looks like there is a small car sticking out from the front of the car, like a ford fiesta incorporated into the design of the front end 11:50

[@senseikanacke69]

Perfectly said makes the front look soo small

[@skofijak]

That A6 looks unreal, in a bad way...

[@hilfdsgfuiw]

I hate their elongated backsides. E-Tron GT is easily the best looking of the bunch.

[@marco-co7bp]

Nice video man, hopefully they can still change!

[@RedLeo-pf9yo]

I’ve been interested in the Audi A8 for the last 11 years, but during that time I have picked the Lexus three times over the Audi because of physical parents. I’m talking about the LS 460 which is now the LS 500 The Audi A8 physical appearance is to plain Jane , I like the LS 500 more aggressive look.

[@ahmednjidda6182]

Forcing EV on buyers and elimination of new ice models is what's killing companies these days, plus it's almost impossible to buy a reasonable base model of any car. People will just buy used cars for cheap that serves the purpose.

[@yvesb513]

Audi has just been late in releasing new models. So it's logical that there has been some struggling recently but new models are coming and sales will pick up for sure. I don't think they are even that much bad looking (except the A6 E-tron which is horrendous), but once the old models will be renewed, they will be fine. So that's not a big deal imo

[@snowcountry322]

Yeah..the front air intakes look incongruous with the rest of the car.

[@Andersljungberg]

This might also have something like the youtube channel carwow. talked about rules that make cars uglier according to him. Please note carwow is a British KZbin channel, it is about sensors and they have to be placed somewhere. he also claimed that there were rules regarding air resistance

[@TheEryk03]

I hear all the time that "old audis were better"... in 1999 I was listening such mo. rons talking about A4 B5 in 2006 I was listening those about B7 in 2010 B8, in 2015 about B9 and nothing new... same about B10. You will like the B10 when B12 comes out. Audi is just 15 years before your taste. Especially your Americans outdated taste.

[@Khan-ts2ji]

That’s a good thought. But first impressions matter, and Audi is a bit behind on that. Moreover, the brand identity also seems to be fading a bit, especially with the new A6. It doesn’t look like Audi to me. However, I am starting to like the new A5 design more.

[@TheEryk03]

@Khan-ts2ji naah. You are just a bit behind.

[@jaromor8808]

i guess the sales numbers will decide, right?

[@TheEryk03]

@jaromor8808 We have recession all brands sell less.

[@Kevin_Oskar]

@@Khan-ts2ji The new A5 is just the A4 rebranded as A5 though.

[@thanosianthemadtitanic]

make audi great again

[@Housee01]

The black car looks way better than the other one in thumbnail pic

[@lostgleammedia]

These companies need to start making beautiful cars again. Make the designs balanced again

[@aurorajones8481]

When they started the huge grills it died for me. The first gen big grills was ok but then it got tired old and now its just gross. No design effort all grey no color. I mean that figuratively as well.

[@DavidBarwick-hb7eo]

I allways liked audi but hate the big grills.

[@diZrupt0r]

Why do you think the US is so far behind in EV-adoption? Here in Norway we passed 90% of all new cars sold were EVs some time ago. Charging is not an issue for people and they are past the initial range-anxiety. So when will the US reach 90%?

[@qboo87]

In my opinion best Audi designs are: - 80 (b4) - Coupe (b4) - A3 (8L) - 1st gen - A6 (C5) - the back was incredibly designed - 1st gen TT After these the design went south

[@ethanb4ughan]

Thankfully they have a new designer now who likes minimalism so it should change

[@anthonyrowland9072]

Every vehicle has to look like it has a aero package for Laguna Seca. They literally don;t know how to make a smoothly styled vehicle anymore. I think that was the appeal of the Challenger to a lot of people.

[@Nikdave97]

Personally, I respectfully disagree with this analysis. Audi's design from 2014-2020 has always been overly simplistic and what I would describe as bubblely (look at the TT mentioned). The new design ques are busier, but add more interesting/sexy elements that draw the eye. When you're paying 50k for a new ride, you don't want something minimalist/boring or as Throttlehouse puts it: "car....".

[@dapperlygrungy3189]

Audi is struggling because 1. It's an UNRELIABLE brand. 2. The cost to service/maintenance. 3. The UNETHICAL costs to repair out of warranty. Car brands will nickel and dime and make their cars unreliable so that they can make more money on service. Manufacture cars that lasts for years and are reliable that don't costs to maintain.

[@ch_smt]

The A6 e-tron looks so bad its just sad

[@mattm9619]

Audi customers are pretty damn loyal despite the cars often doing them dirty but they are the kind of people that can afford expensive repairs. But here in America German cars are really starting to develop a pervasive bad reputation for being unreliable.

[@chiss4181]

The Reason why Audi's profits are down is because Chinese Consumers are ditching western brands in favor for Chinese EVs and Hybrids.

[@rkan2]

The A8 was supposed to come out as an EV a few years ago already. Now they've shelved it again. Meanwhile Tesla has made the Model S for 13 years and is close to making as many cars as BMW per year!

[@PULSEVADER]

Problem with most car brands is they seen Toyota & Tesla dominate efficiency and thought they could just change their existing product that consumers loved, slap an electric motor and battery on it and sell it as efficiency without doing the due diligence that Toyota & Musk did. Also China is now dominating cost per kw. These legacy brands put themselves behind the 8ball and are trying to figure out what angle they can use to hit and not miss/lose and losing market share while doing it.

[@njdad2476]

Their interior qualities is not worth the money they cost. My wife’s Q5 interior is so plastic. The heat vent melts when it’s on. Only the seat surfaces covered in leather while the lower part is covered in some cheap material…..you need to see this to believe it.

[@sidiropoulos7796]

From personal experience, I believe ,talented designers from AUDI and other European companies now work in Chinese brands for more money and more freedom.

[@msocoolgarage]

That Q5 is a Q3 BTW, but its the same thing

[@fitz2589]

Audi and BMW used to have such clean understated designs that were timeless and now they both look terrible, only Audi is a lot better (for now)

[@carlosconesa]

I love my A3 8V compared to the current generation. Cleaner and rounder design and better quality interior.

[@sidesauce]

e-tron GT is a GREAT design - not just for an Audi EV, it's the best looking attainable EV on sale in 2024.

[@larslrs7234]

A VeeDub with four rings and different headlights is still a VeeDub.

[@mikeisaacs2314]

The Transporter Audi and 7 series were 2 best looking Sedan’s ever. And back then you could tell the difference between the 3 levels of the line up now they all look alike

[@1e2werks15]

I bet that the Audi design team is already in “emergency redesign” mode. There is nothing they build now that I really want and I currently own 2 Audis. Real bummer.

[@sds2954]

Love them or hate them but you cannot say that BMW copies and paste their designs like Audi and Mercedes. Problem with Audi is that they have such a huge lineup with their cars all looking the same. And their design are neither controversial nor beautiful. So they are stuck at boring. Thats Audi's biggest problem rn

[@MrDarrylR]

It's ownership costs. They've designed cars that are difficult and hence expensive to maintain, and prospective buyers look at that before committing. I've seen videos where mechanics had to spend a couple hours to remove radiator, intakes etc just to replace an engine sensor. Packing so much into too small an engine compartment means those who wrench won't want one, and those who don't wrench see that they're paying a hefty maintenance 'tax' in both parts and labor as soon as they're off warranty.