Audi has announced that Massimo Frascella will assume the role of their new head of design starting June 1, following his recent departure from Jaguar Land Rover (JLR). Frascella will succeed design veteran Marc Lichte, who has overseen the styling of all Audi models for over a decade. Lichte will now transition to a new role within the VW Group, the specifics of which have not been disclosed.
Massimo Frascella, 52, is a graduate of the Istituto d’Arte Applicata & Design in Turin. He began his career at Bertone before transitioning to roles at Ford and Kia. In 2011, he joined Jaguar Land Rover, where he ascended to the position of head of design for both Jaguar and Land Rover brands.
During his tenure at JLR, he played a pivotal role in the development of influential models such as Land Rover’s new generation Defender and the flagship Range Rover, as well as the development of Jaguar’s upcoming electric models set to debut in the near future.
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Massimo Frascella
Speaking about his new role, 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. I believe in the emotional power of design to inspire, connect, and drive change, and I am here to nurture and promote creativity as the beating heart of our brand.”
The Italian designer emphasizes “simplicity” as the core of his car design philosophy, stressing his passion for creating designs devoid of unnecessary embellishments and not merely following trends. Instead, he aims for a timeless and sophisticated design language for Audi.
Simplicity seems compatible with Audi’s design language, which has faced criticism in the past for opting for a safe approach with new generation models. However, Lichte has been known to infuse more emotion into designs, with creations like the Audi R8 and the fully electric e-tron GT being among his sexiest creations. It remains to be seen how Frascella’s involvement will evolve the new styling language that was recently previewed by Lichte’s Sphere series of concepts.
Audi CEO Gernot Döllner thanked Marc Lichte for his service and welcomed Massimo Frascella into his new role. The automaker expects that over the coming years “multiple surges in technological innovation are set to decisively change shapes and functions across all vehicle segments”, which is why the design department will now report directly to the Chairman of the Board of Management.
