Audi Design sets the course for future model generations: On 1 June, 52-year-old Massimo Frascella will take over from Marc Lichte, who will assume new responsibilities within the Group. Frascella, a graduate of the “Istituto d’Arte Applicata & Design” in Turin, began his career at “Stile Bertone”. Further stations in his career were the Ford Motor Company and Kia. Since 2011, Frascella has held senior positions at Jaguar Land Rover, most recently as Head of Design for both brands. Frascella’s credo is: “The essence of my approach to design is simplicity. I am passionate about design without superfluous ornamentation and which does not simply follow contemporary trends, but embodies timeless aesthetics and sophistication.” Coming to Audi, says Frascella, “is a very special moment for me. I am deeply honoured to take on the role of Chief Creative Officer and to lead a highly talented team of Audi designers to shape the future of the brand in the most innovative and distinctive way. I believe in the emotional power of design to inspire, connect, and drive change. And I am here to push creativity as part of the brand essence.”
As the next years are set to see numerous technological innovations that will change the design and function of all series-produced vehicles, Audi recently anchored its design department directly in the organisation of the Chairman of the Board of Management. Audi CEO Gernot Döllner outlines his ambition: “Design has always been part of the brand essence, the DNA of the Audi brand. That is why, especially in this phase of technological transformation, the following applies: Vorsprung durch Technik must be visible and tangible in the interior and exterior of all future series models. Massimo Frascella will ensure that Audi vehicles embody the identity of the brand with an unmistakable and emotional design language. Clarity, precision and perfect proportions are at the centre of his design philosophy – qualities that fit seamlessly into the Audi brand image.”
Frascella’s predecessor Marc Lichte had overseen Audi Design since 2014, coming from Volkswagen AG, where he ran the exterior design studio. As Head of Design at Audi, Lichte introduced the next phase of electric and combustion models to the company. During his tenure, he created new generations of series bestsellers as well as the brand’s first independent electric model series – the Audi E-Tron, the E-Tron GT and the Q4 model family. The Audi A8 luxury saloon and the RS 6 and RS Q8 sports cars also bear his signature.
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