New Era of Audi Design Begins Under Massimo Frascella

After joining Audi from Jaguar Land Rover at the start of 2024, new design chief Massimo Frascella is preparing to reveal his first concept car for the brand, according to news from car scoops. According to Audi CEO Gernot Döllner, the upcoming concept represents “a bold step” and a clear evolution of the brand’s design language, focused on clarity and future vision rather than retro inspiration.

Importantly, every concept moving forward will carry production intent, signaling a shift away from design studies toward real-world models. While details remain under wraps, Döllner says he and Frascella already share a strong, unified direction for the future of Audi design.

Frascella replaces Marc Lichte, who led Audi’s design efforts for a decade and was behind icons like the e-tron GT and Grandsphere concepts. With Lichte’s designs still in the pipeline for the next few years, Frascella’s full influence may not be seen on the road until closer to 2028.