The process for establishing a corporate identity for a range of cars can, simplistically, be summed up as “Choose a size and shape of front grille that nobody else seems to be using, then after five or so years, make it much, much bigger”. Hence, the brand new Audi A4 Seems morphed almost imperceptibly from its previous form, thanks to the inevitability of Audi sticking with their safe, recognisable family nose treatment.
Once a corporate identity has become established and is acknowledged as meaning something worthwhile, it becomes very valuable and is jealously protected. Therefore, it’s very important that it’s well chosen. It needs to be strong and striking. With this in mind, I was pleased to see VW doing something outside the norm on their GTE, though whether this look will reach production remains to be seen.
If this is to be Volkswagen’s new visage, what do you think of it?
When Lexus first displayed the Hannibal Lecter styled grille that they’re currently running with, I groaned with “Oh, no, I’m going to end up seeing that shape everywhere”. It’s like that catchy pop ditty that, on initial release hits the radio and ends up being played every bloody hour of every bloody day.
You just can’t escape it.
Similarly, every new Audi looks so much like an Audi it actually gets a bit wearing. AUDI! AUDI! AUDI! In your rear-view mirror, AUDI!!! My own, aged Audi doesn’t shout its name anywhere near as loudly as they do now. Whatever new corporate ID VW goes with, they’re sure to want something as recognisable and memorable as, well, Audi.
I’m going to reserve judgement for now. Right now, in this colour and on first acquaintance on a slinky, seductive looking car, I think the above looks fantastic. But when I see the same thing every day on every street, on every VW hatchback, sedan and SUV, will my eyes tire of seeing it, just like they did of seeing the Audi grille about five years ago?
(All images copyright Chris Haining / Hooniverse 2015)
By RoadworkUK
RoadworkUK is the online persona of Gianni Hirsch, a tall, awkward gentleman with a home office full of gently decomposing paper and a garage full of worthless scrap metal. He lives in the village of Moistly, which is a safe distance from London and is surrounded by enough water and scenery to be interesting. In another life, he has designed, sold, worked on and written about cars in exchange for small quantities of money.
Jeff Glucker
It’s nice…on this car. Grille’s gotta match the temperament of the car, though. It would look just plain silly on a Beetle or Golf. Sometimes a car could stand to be friendly, ya know?
http://tanshanomi.com/temp/image-macros/iseenoproblem.png
Looks like something from Kia to me.
I see a bit of Honda myself.
Can we PLEASE go back to when there was no such term as “corporate design language”? Back when a couple of guys would sit down and just design a individual car’s lines pretty much in a vacuum? There was so much more variety then. Okay, the mid-sized sedan was usually styled similarly to the full-size sedan, but nobody felt the need to re-proportion the same grille for their econo hatchback, their luxury sedan and their sports coupe. It’s as if car designers are lazy, and keep modifying same existing cad file for every car they build.
http://farm5.static.flickr.com/4022/4342428873_97cca186c3.jpg
Engineers have sway over the dynamics involved with air flow and ventilation.
Just because you don’t see the design language doesn’t mean it isn’t there. Pontiac was the only GM division with split grilles, division-wide.
It’s no uglier than most modern snouts, which is to say it is not at all appealing.
I like this grille, it’s a grille. Hate the over-cooked brake-ducts (or whatever those things are supposed to be). Also, it’s got those same wheel arches every-farking car on the planet has to have, and which I detest. I think a box-flare from the trailing edge of the headlight opening would look amazing on this and tone down or lose the brake ducts and this would be fantastic.
Angry headlights are indeed popular as the Regular Car Reviews dufus has reminded us. What I see here is a closer familial design resemblance to Audi, which is not good if Audi wishes to continue its Premium position.
This nose appears too low to meet US Pedestrian safety standards. Is this a US spec car?
Are there such things? I thought pedestrian crash standards was a European thing.
No, USA has been adopting many European standards.
I don’t think there are any US pedestrian crash standards that are an adoption of Euro or Asia standards or home grown. At least I can’t find any in my cursory research. But it seems to be on NHTSA’s wish list to come up with one global standard and adopt it here.
This piece makes mention of it in the “exterior design” segment:
http://www.torquenews.com/1083/2015-mazda6-touring-ideal-tech-savy-drivers-looking-sporty-sedan
Curious. The hood panel spreads out all the way to the wheel arches. Pretty sure that won’t get past hte Concept car stage of development.
It’s actually a design that has evolved over time. Makes sense and looks sharp. I like it.
Still not buying a VW, thank you.
Well this is a refreshing change from the opinions I normally receive!
I have two uncles and a teacher who think everything VW makes has had God’s personal blessing, and is also his gift to humanity.
As a relatively unbiased, decently well informed, car guy, this starts to grate on your nerves a little. So, yeah, thanks for a change in pace!
I was born in Germany and was surrounded by a VW crowd for too long. One after the other they switched to Mazda, Ford – you name it. Every single one of them was as orthodox as you experience it. Until they find out it is quite relaxing to save on maintenance, or just see your garage guy on your own schedule.
Just ask them to point out a VW that has both headlights AND all 3 taillights working…
How can you dislike a car with this much chrome on the front?
It’s difficult, but possible.
http://www.lepoint.fr/images/2013/06/11/1574102-ford-f150-jpg_1458464.jpg
Such a careless application of chrome!
It looks like a caricature, a toy. The Ford logo seems larger than the license plate!
I haven’t yet seen one of these in the flesh though, it might be better in real life. Strangely I have seen a few Raptors driving around. And Rams.
(location: the Netherlands and Germany)
With some slight modifications I’d drive it. Mainly concerning the stupid [ ] brackets. The grille looks so much better without them. But a little retro treatment wouldn’t hurt either.
For those who DO like it, you can get matching cufflinks here:
http://shop.hrc.org/jewelry-watches.html
http://shop.hrc.org/media/catalog/product/cache/1/image/9df78eab33525d08d6e5fb8d27136e95/H/R/HRC11985_1.jpg