Massimo Frascella has been appointed as the new Head of Audi Design. He starts his new job on 1 June 2024, replacing Marc Lichte who takes on a new undisclosed position at Volkswagen Group. Lichte has been Head of Audi Design since 2014. He came from the Volkswagen mother brand where he designed the super successful Golf 5 among others. Frascella was recently Head of Design at Jaguar Land Rover, a post he left at the end of January.

March Lichte

Frascella will be reporting directly to Gernot Döllner, the CEO of Audi AG. “Design has always been part of the brand’s core, of the DNA of the Audi brand,” says Döllner. “That is why, especially during this phase of technological transformation, ‘Vorsprung durch Technik’ must be visible and tangible in the interior and exterior of all coming series models. Massimo Frascella will ensure Audi vehicles are going to embody the brand’s identity through an unmistakable and emotional design language. Clarity, precision, and perfect proportions are at the centre of his design philosophy – qualities that seamlessly fit into the image of the Audi brand.”

With Audi now focusing more on electric cars, Frascella will have to bring fresh ideas and stamp his authority on Audi’s design language and philosophy, which in recent times, has been more conservative and competitors’.

“Simplicity is the essence of my approach to design,” said Frascella. “I am passionate about creating designs that are free from superfluous ornaments and do not merely follow trends. Instead, we will rely on a timeless and sophisticated design language.”

Among designs that he has overseen are the current-generation of Range Rover Velar and Evoque, as well as the Land Rover Discovery 5 and Defender.

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