Friday, February 28, 2014

Geneva Preview: Audi TT MKIII

Toughest job in the automotive design? A tossup between creating the next generation of a retro inspired model and creating the next generation of a style icon. In both cases you have to make progress, give your creation a fresh new look but you are limited with how far you can push the boundry. Go too far and you break the lineage and upset some people, do too little and you are guilty of being lazy and unimaginative. Surely a sought out challenge for many designers, but the reality is that aside from the Beetle, Mustang and 911 there are few other examples of sucess with multiple generations of a unique design. The Audi TT faces the same dillemma, the first generation had as big of an impact on automotive design as any. The second generation brought a modern design that was undoubtedly stylish yet didn't capture the hearts in the same way. Sportier dimensions were offset by a look that made the TT blend in a bit more with the rest of the Audi lineup. In just a couple of days we'll find out what Audi brings for round three, from first glance the shape is very much second generation but the previously released sketches hint at some first generation influence. It certainly doesn't look like the newest TT will betray its namesake but will it advance its game enough to satisfy the critical?


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