Massimo Frascella has been appointed as the new Head of Design at Audi. Starting from June 1st, he will succeed Marc Lichte, who will assume a new role within the team. Frascella is an alumnus of the Turin Institute of Applied Arts and Design, and his career began at Stile Bertone. Positions at Ford Motor Company and Kia followed suit. Since 2011, the 52-year-old Frascella has held leadership positions at Jaguar Land Rover, most recently as Design Director for both brands.
Massimo Frascella stated: "Joining Audi is a very special moment for me. I am honored to take on the role of Chief Creative Officer and lead such a talented team to shape the future of the brand to innovative and exceptional new heights. I believe in the emotional power of design to inspire, connect, and drive change, and here I nurture and promote creativity, which is the beating heart of our brand."
Frascella's philosophy: "Simplicity is the essence of my design approach. I am passionate about creating designs without unnecessary adornments, rather than just following trends. Instead, we rely on a timeless and sophisticated design language."
Alongside Massimo Frascella, the company is now charting the course for future generations of Audi models. In the coming years, several waves of technological innovation will decisively reshape the shape and functions of all automotive market segments. To this end, Audi recently restructured its design department, reporting directly to the Chairman of the Management Board.
Gnort Dorna outlines his goals: "Design has always been a core part of the brand, the DNA of the Audi brand. That is why, especially in this phase of technological transformation, all upcoming series models must embody the characteristics of 'Vorsprung durch Technik', both inside and out. Massimo Frascella will ensure that Audi vehicles reflect the brand's identity through a clear and emotional design language. Clear, precise, and perfect proportions are at the core of his design philosophy-qualities that seamlessly align with the image of the Audi brand."
Former Head Marc Lichte has been responsible for Audi Design since 2014. Born in 1969 in Arnsberg, Germany, he joined Audi from Volkswagen, where he led exterior design studios. Lichte's time at Audi saw the introduction of a new generation of bestselling series and the brand's first standalone electric model series - the Audi e-tron, the e-tron GT, and the Q4 model series.
Audi CEO Gnort Dorna emphasized: "Marc Lichte, together with his team, has evolved brand design for the electric car era. We thank Marc for his creative thinking and visionary insight as a brand ambassador over the past decade."
