Massimo Frascella Takes Helm As Head Of Audi Design

Mobility Outlook Bureau
16 Feb 2024
04:28 PM
2 Min Read

The move comes as Audi aligns its design strategy to navigate the technological transformations expected in the coming years.

Massimo Frascella Takes Helm As Head Of Audi Design mobility outlook

Audi is poised for a new era of design excellence as Massimo Frascella steps into the role of Head of Audi Design. Scheduled to assume the position on June 1, Frascella is set to succeed Marc Lichte, who will transition to a new role within the group.

A seasoned professional in the automotive design landscape, Massimo Frascella brings a wealth of experience to his new role. An alumnus of the Istituto d'Arte Applicata & Design in Turin, Frascella commenced his career at Stile Bertone and has held notable positions at Ford Motor Company and Kia. Since 2011, he has been at Jaguar Land Rover, culminating in his recent role as Head of Design for both prestigious brands.

Expressing his enthusiasm for joining Audi, Frascella stated, '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.'

Frascella emphasises his design philosophy, stating, '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.'

Audi's decision to bring in Frascella signifies a strategic move to set the course for the upcoming generations of Audi models. In a period where technological innovations are expected to redefine the shapes and functions of vehicles, Audi has recently restructured its design department to report directly to the Chairman of the Board of Management.

Gernot Döllner, Audi CEO, outlines the vision for Audi's design under Frascella's leadership: '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.'

Döllner underscores the importance of Frascella's role, stating, 'Massimo Frascella will ensure Audi vehicles embody the brand’s identity through an unmistakable and emotional design language. Clarity, precision, and perfect proportions are at the center of his design philosophy – qualities that seamlessly fit into the image of the Audi brand.'

Marc Lichte, the outgoing Head of Audi Design, led the department since 2014. Under his tenure, Audi introduced new generations of best-selling models and the brand's first standalone electric model series, including the Audi e-tron, the e-tron GT, and the Q4 model family.

CEO Gernot Döllner acknowledges Lichte's contribution, stating, '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.' As Audi enters a new phase of design leadership, the automotive world eagerly anticipates the creative direction and innovations that Massimo Frascella will bring to the iconic brand.

Also Read

Audi Delivered 1.9 Million Vehicles in 2023

Share This Page