All Audi Models to Feature New Vertical-Slat Grille

Massimo Frascella, Audi's Head of Design, confirmed that the brand will adopt a new design language across its entire lineup, inspired by the Audi Concept C. The defining feature is a signature narrow, vertical-bar grille. While this grille will serve as a unifying design element, Audi will tailor its execution according to each model’s positioning and proportions to ensure “every car has its own personality.” Frascella emphasized that the vertical orientation enhances Audi’s distinctiveness among luxury brands, which predominantly use horizontal grilles. However, this bold design may also spark controversy due to its avant-garde nature, and its market acceptance remains to be seen.