Single frame - What next?

We've all had it. That funny feeling that we've experienced something before. When I see the current Audi range, I get that very sensation. The contemporary Audi design concept can be described thus: first and foremost, there's the famous single-frame grille ... and not very much else.

If your eye should happen to stray further, the rest of the vehicle comprises two air inlets next to the radiator grille, garnished according to model (more recently reverting to a rectangular shape), LEDs in the main headlight, an arched roof, rising sill lines and the popular characteristic crimp along the side profile which, to raise the level of excitement in the model portfolio since the A5, now curves upwards. It all looks nice and modern. But where's it all leading to?

Now we're back in the same situation we were in during the 90s when, as a layman, it was hard to tell an A4 from an A8. Each and every Audi features the delights listed above. The only way to tell an A4 from an A5 or and A3 (I'm talking about the facelift, of course) in your rear mirror is to look for the layout of the LEDs in the headlamp unit.

So where do the Audi designers go from here? An ever more exaggerated single-frame radiator grille cannot be the solution ... somewhere between prestigious and proletarian. It's possible that they've designed themselves into a cul-de-sac. They are either going to need a paradigm shift in styling, such as when they first introduced the single frame, or else the single frame itself will have to shrink back to make room for other features. Incidentally, the kidney grille on the new BMW 7 is afflicted with the same problem. It will be interesting to see how long it is before this starts nibbling away at the lower edge of the front bumper. Or maybe not...