Over the past decade or so, Audi has become synonymous with class-leading design and engineering. In doing so, it transcended its prior status as an also-ran to emerge as a powerful force in the premium segment, and that reinvention spurred the stale competition into action. One need only look to the BMW i8 to see daring innovation in action, or to the Mercedes-Benz S-class coupe for sheer automotive beauty. Audi clearly needed to up its game even further, and inner turmoil—notably in the design department—wasn’t helping the cause. READ MORE ››
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