Massimo Frascella has been appointed the new Head of Audi Design, succeeding Marc Lichte, who will assume a new role within the group.
Frascella, a graduate of the Istituto d’Arte Applicata & Design in Turin, Italy, brings extensive experience from previous roles at Stile Bertone, Ford Motor Company, Kia, and most recently, Jaguar Land Rover.
Frascella said, “Joining Audi is a very special moment for me. I am deeply honored to assume the role of chief creative officer and to guide such a talented team in shaping the future of the brand to new heights of innovation and distinction.”
Under Frascella’s leadership, Audi Design is looking to define future generations of Audi models. The automotive industry is undergoing significant technological advancements, leading to changes in the shapes and functionalities of vehicles across all segments. Recognizing this, Audi has restructured its design department to report directly to the chairman of the board of management.
Frascella said of his design philosophy, “Simplicity is the essence of my approach to design. 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.”
Lichte led Audi Design since 2014 and was involved in introducing new generations of Audi’s popular models. During his tenure, Audi also launched its first standalone electric model series, the e-tron, e-tron GT and Q4 model family.
Audi CEO Gernot Döllner said, “Together with his team, Marc Lichte shaped the evolution of the brand’s design into the age of electric mobility. We thank Marc for having been a creative mind and visionary for the face of the brand for a decade.
“Design has always been part of the brand’s core, of the DNA of the Audi brand. 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.”
