The trouble is, they've lost direction. They've reached saturation point when all they can do is tinker with sizes and heights.
"How long would sir like his Audi to be? 4m, 4.5m? Perhaps a 4.25m length would be best?"
Do Audi really need an A1, A3 (in saloon, estate, cabriolet versions), A4 (4 versions inc Allroad), A5 (3 versions), A6 (3 versions), A7 (shock horror, only 1 version at the moment), A8 (again only 1 version) and then there's Q2, Q3, Q5, Q7 & Q8. Then there's the TT and the R8. Then factor in S and RS versions of them and it's a non-sustainable range.
Standards have dropped, prices have increased and I'd rather not be associated with the Audi brand any more when on the road, as Audi Man 2018 is not something to aspire to.
And design wise, who told them they could only use a ruler now, apart from the wheel arches??