RE: Audi takes over Italdesign Giugiaro
Monday 6th July 2015
This is very sad news for a Monday morning. Giorgetto Giugiaro, the designer credited with cars as beautiful as the De Tomaso Mangusta, Lotus Esprit and Maserati Ghibli, has left his company Italdesign Giugiaro. Worse still, entire control will now be in Audi's hands. Oh dear. There's probably a joke in there about familiar designs.
It wasn't just the supercars remember...So how has a company like Giugiaro's found its way entirely into Audi's hands? Five years ago a 90.1 per cent share was sold to Ingolstadt, leaving 9.9 per cent remaining for him and his son Fabrizio. Now, at 76, Giugiaro has relinquished his remaining share; both he and Fabrizio have resigned from the board, with Giugiaro also ditching his position as honorary chairman. He's gone.
Audi takes over Italdesign Giugiaro
Design icon Giorgetto Giugiaro leaves his own company and Audi takes on the remaining stake
It wasn't just the supercars remember...
Giugiaro without Giugiaro when he's still alive and well. Hmm. Conspiracists will love it. Italdesign issued a statement saying that Giugiaro's departure "won't influence" the company's progress or affect its "growth path". Interestingly one of Giugiaro's perhaps less well remembered designs is the original Audi 80. Pity the new A4 has just been announced, they could have saved themselves a job...
There's little more than that to add now but this can hardly be the end of the story. More info as it's available but, for now, enjoy some of Giugiaro's best work in pictures.
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[Source: autonews]
Discussion
Get over yourselves, Audi has produced a design of car that is exceptionally successfull and in my eyes look fairly sharp and conservative. But oh no pistonheads frenzied mob are out in force to tell us that we shouldn't buy Audi products because they don't like the design language. And now to make matters worse the PH journalists have jumped on the bandwagon to increase their popularity. It really is sad.
Shambler said:
Get over yourselves, Audi has produced a design of car that is exceptionally successfull and in my eyes look fairly sharp and conservative. But oh no pistonheads frenzied mob are out in force to tell us that we shouldn't buy Audi products because they don't like the design language. And now to make matters worse the PH journalists have jumped on the bandwagon to increase their popularity. It really is sad.
I love that your comment had an advert for an Audi RS3 on the right hand side when I loaded this page 
I think though, your comment says it all though.
If Audi styling is that good, why do they need to take over a design house.
Since Audi's design is obviously very successful, why do they need to take over a design house.
The point is that a design house responsible for some very pretty cars is now gone, and the only thing they are likely to produce is a range of conservative and similar looking exec saloons and baby exec hatches, such a waste.
I'll take a moment to admire my Alfa 159 when I return to it after work today
Shambler said:
Get over yourselves, Audi has produced a design of car that is exceptionally successfull and in my eyes look fairly sharp and conservative. But oh no pistonheads frenzied mob are out in force to tell us that we shouldn't buy Audi products because they don't like the design language. And now to make matters worse the PH journalists have jumped on the bandwagon to increase their popularity. It really is sad.
No one is saying that you shouldn't buy Audi but that their designs are indeed conservative and lack any excitement. For sure they will sell tons of them and remain very profitable. Shambler said:
Get over yourselves, Audi has produced a design of car that is exceptionally successfull and in my eyes look fairly sharp and conservative. But oh no pistonheads frenzied mob are out in force to tell us that we shouldn't buy Audi products because they don't like the design language. And now to make matters worse the PH journalists have jumped on the bandwagon to increase their popularity. It really is sad.
Worst "I'm proud of my Audi" post ever.You love the "design language" - a language which would seem to be make all the cars bar the R8 look so much like one another you have to squint to determine whether it's an A3, A4, A6...
If you can't work out why we're a tad sad that a design house has now completely been assimilated to presumably produce lookylikey cars, then well... there you go.
Fetchez la vache said:
...we're a tad sad that a design house has now completely been assimilated to presumably produce lookylikey cars...
I think maybe you're worrying needlessly. One thing VAG have proven themselves adept at is brand management and looking after their investments.If they wanted a design house to produce Audi clones, well, they already have Audi's in-house design department so why would they buy another?
Regardless of underpinnings, does a Bentley look anything like an VW Golf? Or a Lambo? Which Skoda product does the Veyron look like?
Going by previous form, I imagine this design house will carry on doing what it's been doing but perhaps with slicker management, producing bigger profits. We won't be seeing an 'Audi A4 Giugiaro' any time soon.
Zoin said:
One thing VAG have proven themselves adept at is brand management and looking after their investments.
I know Zoin, but the article states it's now owned by Audi, rather than VAG. Skoda and Seat make cracking cars, but specifically Audi's general design language is just a bit monotone for their A cars.The original 100 design was truly groundbreaking. I can't remember an audi design being Groundbreaking in recent years other than maybe the Mk1 tt..., hence why the disapointment that a once great design house will potentially get it's wings clipped. If given a chance, designers love to use their designs to push boundaries, and make people stare and double-take. I can't see them having those chances in Audi.
I'm not an Audi hater... hell, I'm looking for a new tt for the Mrs at the moment...
The Brera concept was one of the most beautiful cars I've seen. Pity the production version was so compromised.
Not sure why this is being regarded as such a big deal. Audi already owned 90%, so the only real difference is that Mr. Giugiaro and son don't have to get up for work in the morning and have more money to count. In so far as Audi's "design language" is concerned, for my money it's very succesful. Yes, it may be a bit dull now, and familiarity breeds contempt but I'd say most Audis today are better looking than their equivalent German competitors. You don't have to like it, but you have to acknowledge that part of Audi's success over the past 15-20 years has been down to how the looks of the cars have contributed to the average punter's perception of the brand. A big part of that has been down to finding a formula and sticking to it through three or four generations of model. Possibly it's time to shake things up a tad now, and possibly this purchase marks a step toward making that happen.
Not sure why this is being regarded as such a big deal. Audi already owned 90%, so the only real difference is that Mr. Giugiaro and son don't have to get up for work in the morning and have more money to count. In so far as Audi's "design language" is concerned, for my money it's very succesful. Yes, it may be a bit dull now, and familiarity breeds contempt but I'd say most Audis today are better looking than their equivalent German competitors. You don't have to like it, but you have to acknowledge that part of Audi's success over the past 15-20 years has been down to how the looks of the cars have contributed to the average punter's perception of the brand. A big part of that has been down to finding a formula and sticking to it through three or four generations of model. Possibly it's time to shake things up a tad now, and possibly this purchase marks a step toward making that happen.
Fetchez la vache said:
I know Zoin, but the article states it's now owned by Audi, rather than VAG. Skoda and Seat make cracking cars, but specifically Audi's general design language is just a bit monotone for their A cars.
The original 100 design was truly groundbreaking. I can't remember an audi design being Groundbreaking in recent years other than maybe the Mk1 tt..., hence why the disapointment that a once great design house will potentially get it's wings clipped. If given a chance, designers love to use their designs to push boundaries, and make people stare and double-take. I can't see them having those chances in Audi.
I'm not an Audi hater... hell, I'm looking for a new tt for the Mrs at the moment...
I entirely agree with your views on Audi's design history. I bought a Mk1 TT 14 years ago simply because of the groundbreaking design and I'm currently toying with the idea of an 80s or 90s Audi 80 Coupe. As for the current crop... it's just a real shame.The original 100 design was truly groundbreaking. I can't remember an audi design being Groundbreaking in recent years other than maybe the Mk1 tt..., hence why the disapointment that a once great design house will potentially get it's wings clipped. If given a chance, designers love to use their designs to push boundaries, and make people stare and double-take. I can't see them having those chances in Audi.
I'm not an Audi hater... hell, I'm looking for a new tt for the Mrs at the moment...
But getting back to the Giugiaro takeover, bear in mind that the Lambo brand is managed by Audi, not the VW parent. So there is definitely hope of indenpendence where it matters e.g. wild-looking designs and n/a engines for Lambo. Like the VW parent company, Audi know what makes money. Forcing Giugiaro to churn out boring designs which Audi's own in-house team could do? Wouldn't make sense, a waste of money, so I don't believe Audi would do it.
Audi models are no more or less similar to each other as BMW models. If a design language is successful, why change it needlessly?
Look at the flack BMW faced when it launched it's Bangle-era models. Kudos for trying but they weren't given the warmest of receptions.
Don't assume that becuase Audi own it, that the studio will only now design Audis; that's a very naive view. It's simple now another assest in their portfolio.
Look at the flack BMW faced when it launched it's Bangle-era models. Kudos for trying but they weren't given the warmest of receptions.
Don't assume that becuase Audi own it, that the studio will only now design Audis; that's a very naive view. It's simple now another assest in their portfolio.
Have to wonder why he is leaving. It seems many companies are heppier to have design departments internally but also another move by Big Auto GMBH to dominate automotive in Europe.
Is this good news?
The circulation of German personnel round the European automotive industry and subsequent the repatriation of knowledge and purchases being made by Big Auto GMBH is pretty staggering.
VW Motorsport GMBH's knitted solutions for the two cars at Le Mans providing an especially good example of the repatriation of knowledge and solutions and increasing preference for national suppliers.
Now this will extend itself into automotive design as well.
it is a shame that it is a one ways street. That JLR, who are doing so well are having to knock on the door of Big Auto GMBH is also interesting.
Why is it also that there is so little F1 interest in Germany. Especially given that this weekend there were two German drivers and a German manufactuer filling 2/3 podium places. The Austrian GP is paid for by Red Bull and the German round has been cancelled. Both Merc and Red Bull are for the moment based in the UK though.
The man designed some fantastic cars and hope he enjoys his retirement which is likely thoroughly deserved. I am sure the company will design many great Audi's in the future.
Is this good news?
The circulation of German personnel round the European automotive industry and subsequent the repatriation of knowledge and purchases being made by Big Auto GMBH is pretty staggering.
VW Motorsport GMBH's knitted solutions for the two cars at Le Mans providing an especially good example of the repatriation of knowledge and solutions and increasing preference for national suppliers.
Now this will extend itself into automotive design as well.
it is a shame that it is a one ways street. That JLR, who are doing so well are having to knock on the door of Big Auto GMBH is also interesting.
Why is it also that there is so little F1 interest in Germany. Especially given that this weekend there were two German drivers and a German manufactuer filling 2/3 podium places. The Austrian GP is paid for by Red Bull and the German round has been cancelled. Both Merc and Red Bull are for the moment based in the UK though.
The man designed some fantastic cars and hope he enjoys his retirement which is likely thoroughly deserved. I am sure the company will design many great Audi's in the future.
It was acually really sad news for a Friday...
http://www.pistonheads.com/gassing/topic.asp?h=0&a...
My perspective is simple.
Mini with Issigonis was/is an icon.
MINI without his vision is a brand
Ital Design with Giugiaro was/is iconic
Ital Design GmBh without him, is a brand.
Audi need something though.
VAG in general do.
Each brand within follow a tightly scripted very high qality design path IMO and each acts like an oil tanker when new ideas are generated or needed.
Audi's is the slowest, biggest oil tanker....and whilst their forms have matured nicely, for me the latest iteration with creases and sharper edges looks horrible, it's now down to semantics to decide whether South Korea is starting the trend or Western Europe..
http://www.pistonheads.com/gassing/topic.asp?h=0&a...
My perspective is simple.
Mini with Issigonis was/is an icon.
MINI without his vision is a brand
Ital Design with Giugiaro was/is iconic
Ital Design GmBh without him, is a brand.
Audi need something though.
VAG in general do.
Each brand within follow a tightly scripted very high qality design path IMO and each acts like an oil tanker when new ideas are generated or needed.
Audi's is the slowest, biggest oil tanker....and whilst their forms have matured nicely, for me the latest iteration with creases and sharper edges looks horrible, it's now down to semantics to decide whether South Korea is starting the trend or Western Europe..
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