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For years, Audi was the undisputed benchmark in luxury interiors. Now, suddenly it isn’t. What happened?

The automaker still has cars and CUVs with gorgeous interiors laden with rich materials and bristling with advanced technology. It hasn’t taken a step backward. The problem is it has not stepped forward as fast as key competitors.

Over the past 10 years, Audi has been rapidly expanding its product portfolio and the number of segments in which it competes.

At the same time its design resources were being spread over more vehicles, almost every automaker in the world was studying Audi cockpits and doing its best to emulate them.



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After Years Of Defining The Industry, Have Audi Interiors Now Lost The Edge?

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