There is so much talk about how Audi is too understated for Americans. Americans want all the "look at me" status they can get.
What is more troubling is that Audi executives, specifically Johan de Nyschen have openly stated that Audi must be less understated here in the United States, the world's largest car market.
Looking at rival BMW's designs, it is easy to see that BMW has gone to the curvy shape with the 7-series, 6-series, 5-series and Z4. Pretty much the entire BMW lineup is full of curves and sales numbers are absolutely phenomenal. BMW is the leader in premium-luxury sales worldwide, even ahead of Mercedes.
Audi has clearly broken their understated mold with the R8. Some will say it looks like a longer TT, but it is definitely a car that will attract a whole lot of attention.
The A5 is not any more exotic looking than any other Audi. It is understated and gets caught up in the "only way you can tell an A4 apart from an A6 or A8 is by looking at the size of the car"
If Audi wants to increase its U.S. sales and be mentioned in the same breath as BMW and Mercedes-Benz in terms of annual world-wide sales, then it must be more daring in its design throughout the lineup and not leave exotic design for the flagship sports car.
Audi knows this and is aware of what needs to be done. Unfortunately, with the A5 the uninspiring and awfully similar look to the BMW 3-series coupe is yet another model where Audi could have capitalized on more radical design but failed to.
This cycle must change in the near future.