After a decade of steering Audi's design direction, Marc Lichte is passing the torch to Massimo Frascella, acclaimed for his work at Land Rover. Frascella's tenure promises a departure from excessive ornamentation, focusing instead on timeless sophistication across Audi's upcoming electric fleet.
Set to commence his role on June 1, Frascella brings a wealth of experience, having sculpted iconic Land Rover models like the Defender, Discovery, and Range Rover. His mandate aligns with Audi's ambitious pivot towards electric vehicles (EVs), slated to dominate the brand's lineup by 2026.
While combustion engine models are still in the pipeline until 2026, Frascella's primary focus will be on shaping Audi's zero-emission future. However, traditional powertrains won't be forgotten, with Audi committing to conventional vehicle production until 2032, ensuring a comprehensive strategy amid the EV transition.
Frascella's design philosophy emphasizes stripping away excess adornments, steering away from fleeting trends toward a design language characterized by timelessness and sophistication. Audi's CEO, Gernot Döllner, expresses confidence in Frascella's ability to craft an unmistakable and emotionally resonant design ethos.
Recent Audi concepts, such as the Grandsphere, hint at the brand's design trajectory, signaling a departure from convention with innovative interpretations of future electric vehicles. Frascella's preference for simplicity suggests a divergence from rivals like BMW, favoring elegance over ostentation.
Despite Audi's expansive lineup, Frascella faces the challenge of streamlining the brand's offerings. The discontinuation of models like the TT and impending farewell to the R8 signal a strategic shift. Meanwhile, new additions like the rumored Q9 SUV with three-row seating underscore Audi's commitment to competitive innovation.
As Audi steers toward electrification, the impending launch of the Q6 E-Tron and its Sportback variant underscores the brand's continued evolution. Frascella's appointment heralds a new chapter for Audi's design identity, promising a balance of innovation, simplicity, and timeless appeal in the electric era.
.jpg)
.jpg)