Audi’s A2 confounded the buying public and lost its maker billions, but it was a stellar achievement nonetheless.
Carmakers are for the most part, pathologically averse to matters of risk – and for good reason. The costs of failure can be ruinous. For instance, a cogent argument could be made that Fiat Auto never recovered from the commercial failure of their 2003 Stilo programme, precipitating a decline from which they have never recovered.
Not so Audi, nestled safely within the VW Group mothership, and for decades now, a significant profit centre within the vast German multi-brand automotive titan. Nevertheless, the luxury carmaker is no stranger to the bitter tang of failure, or its financial cost.
Twenty years ago Audi announced the A2, a revolutionary and futuristically styled monopod aimed at elevating the Ingolstadt carmaker’s perception as technological pioneers. Six years later, it was summarily axed, following losses which amounted to around €1.3 bn*, having failed to Continue reading “Space Oddity”
Death’s door revolves once more for VW’s retromobile. Perhaps we’ll miss it this time, but only if it promises to go away.
At the recent Geneva motor show, Volkswagen’s research and development chief, Frank Welsch confirmed the much rumoured demise of the Beetle. Many commenters had speculated since VW’s fortunes (both reputational and financial) took a dive in the wake of the firm’s emissions-revelations, that niche models like the Beetle were on deathwatch, so in many ways this news comes as no surprise.
Re-engagement with a previous (and prescient) concept leads us to speculate on Kia’s latest Frankfurt show offering.
When KIA announced the Novo concept at the 2015 Seoul motor show, it passed without much by way of comment in the mainstream press – although Driven to Write’s resident design critic did give it the benefit of his gimlet eye. At the time, Kia appeared to suggest that the Novo’s styling would influence its forthcoming compact car line-up, a statement nobody took very seriously at the time. Continue reading “Awakening the New”