In a significant shift within Audi’s design direction, Marc Lichte, who has guided the aesthetic evolution of the brand for a decade, transitions to a new, yet-to-be-disclosed position within the organization. This strategic realignment, highlighting Audi Design’s ongoing evolution, takes effect on June 1, marking the beginning of a new era under the stewardship of Massimo Frascella. Frascella, renowned for his influential work on Land Rover’s iconic models such as the Defender, Discovery, Velar, and Range Rover, is set to take the reins of Audi’s design department. This change heralds a fresh approach to the aesthetics of Audi’s forthcoming vehicles, including an exciting lineup of electric vehicles (EVs), emphasizing Audi Design’s innovative future.
With Audi’s commitment to exclusively launch electric vehicles from 2026, Frascella’s immediate focus will be on pioneering designs for these zero-emission models, showcasing Audi Design’s commitment to sustainability. Although the designs for combustion engine models slated for release before 2026 are already in the pipeline, Audi ensures that its current lineup of gasoline, diesel, and plug-in hybrid models will continue to receive updates and facelifts, committing to their production until 2032, a testament to Audi Design’s dedication to excellence across all powertrains.
The ambition under Frascella’s leadership is clear: to sculpt vehicles that eschew transient trends and unnecessary embellishments in favor of a timeless, sophisticated design ethos, a philosophy that reinforces Audi Design’s vision. Audi’s CEO, Gernot Döllner, expresses confidence in Frascella’s vision to craft a distinctive and emotionally resonant design language for the brand, underscoring the strategic importance of Audi Design in shaping the future of mobility.
Audi has already been teasing the future of its design through its “Sphere” concept vehicles, offering a glimpse into the potential direction of its model range. Among these, the Grandsphere concept stands out, previewing what could become the electric successor to the A8 in the full-size luxury sedan segment. This concept, alongside others like the Skysphere, Urbansphere, and Activesphere, showcases Audi Design’s exploration of diverse vehicle categories, from open-top luxury cars to potential electric pickup trucks, highlighting the breadth and depth of Audi Design’s creative exploration.
The challenge for Frascella, with his rich background at prestigious design houses and automotive brands, is considerable. Audi’s expansive model range presents a unique opportunity to redefine luxury and performance in the electric age, though this also implies a strategic refinement of the lineup, including the discontinuation of models like the TT and R8 and the non-renewal of the A1 and Q2 for future generations. Moreover, Audi Design is looking to expand its portfolio with the introduction of a flagship SUV, possibly dubbed the Q9, aimed at rivaling luxury behemoths such as the BMW X7 and Mercedes GLS. The imminent arrival of the fully electric Q6 E-Tron and its Sportback variant further underscores Audi Design’s commitment to electrification and innovation.
Frascella’s design philosophy, characterized by a preference for simplicity and clarity, suggests a departure from the increasingly elaborate designs seen in some competitors. This approach could redefine luxury car design, focusing on functionality, elegance, and sustainability, a direction that Audi Design is poised to lead.
As Audi embarks on this new chapter, the automotive world watches with anticipation. The integration of Frascella’s design ethos, combined with Audi Design’s technological prowess and commitment to electrification, promises to usher in a new era of automotive excellence. The transformation under Frascella’s guidance is not just about aesthetics but a reimagining of what luxury mobility means in an increasingly electric future, cementing Audi Design’s role at the forefront of automotive innovation.
