Audi Revisits Design Approach and Does Not Rule Out New RS Models
Audi America is reintroducing physical controls and revising the design of its models; new RS models for the U.S. remain a possibility rather than an announced program.
What happened: Philip Brabeck, Senior Vice President of Product Management at Audi of America, discussed with journalists the changes aimed at restoring the brand's more recognizable character. These include moving away from excessive digitalization, improving ergonomics, and introducing a new design with references to past models.
Modern Audi vehicles are already bringing back door handles, buttons, and dials. The Audi Q3 was mentioned as an example of this approach in the discussion; its large controls and gear selector are expected to appear in the Audi Q7 and Audi Q9 as well. According to the company's vision, complex technical solutions will be used not for the sake of technology itself but to make the vehicles more user-friendly.
The possibility of expanding the RS lineup in the U.S. was discussed separately. Brabeck noted that Audi previously had to make significant efforts to bring RS models to the American market. Among them was the C5 RS6 with a wide body, whereas the first-generation RS6 Avant was not sold in the U.S. However, no specific future models, their release timelines, or plans to reintroduce V8 engines were mentioned in the provided interview excerpt.
This shift in strategy comes during a challenging period for Audi. The brand currently lacks hybrids, and some of its electric vehicle plans for the American market have been postponed. The Audi Q9 and the limited-edition Nuvolari, which will be produced in a run of 499 vehicles, are cited in the article as signs of a potential change in the brand's approach.
