Audi’s Design Shift

New Era for Audi Design

In a shakeup reminiscent of passing the baton in a relay race, Audi’s design language is experiencing a transformation under the guidance of Massimo Frascella. Previously the design head at Jaguar Land Rover, Frascella has now taken the reins from Marc Lichte, who spent a formidable decade shaping the look of Audi’s lineup. Lichte’s tenure at Audi was marked by the creation of over 150 vehicles, including the stunning e-tron GT and the striking Grandsphere concept.

Frascella’s Vision

The first concept car under Frascella’s leadership is just around the corner. This isn’t merely a design study. Audi has made it clear that future concept cars will be production-ready, which means they are more than just eye candy. Expect to see Frascella’s vision hitting the roads soon, showcasing a fresh take on Audi’s design ethos.

Gernot Dollner, Audi’s company boss, has hinted that the upcoming concept car will be “a bold step” into the future. It promises an innovative look that’ll preserve the clean and modern designs that Audi is known for, while not dwelling too much on past aesthetics. Dollner further assured that every concept they showcase will have a product decision behind it, eliminating the “look, don’t touch” feel of concepts seen in the past.

Inspired by Lichte

Marc Lichte’s legacy looms large over the Audi design department. His most notable work, the e-tron GT, is a testament to his innovative approach to marrying performance with aesthetics. As Audi continues to channel Lichte’s influence, Frascella’s designs will take a while to become evident on the market. It’s expected around 2028 for his first Audi-branded vehicle to arrive. Until then, his impact will define future generations of vehicles.

The Driving Experience

Concept cars often give an insight into what’s next driving-wise, even if they’re not exactly as they seem. Audi’s current lineup, spearheaded by Lichte’s designs, is known for its engaging driving experience that’s both luxurious and performant. The e-tron GT, for instance, offers an exhilarating mix of speed and comfort, pushing traditional boundaries of performance sedans. With Frascella at the helm, this forward momentum is expected to continue, bringing a dash of unpredictability and excitement for Audi enthusiasts worldwide.

Looking Ahead

Frascella’s proven design philosophy at Jaguar Land Rover—where he masterfully blended sophistication with ruggedness—suggests that his leadership will steer Audi into a realm where bold, futuristic designs don’t sacrifice practical performance. This mix could very well enhance Audi’s appeal, making it a brand that excites both traditionalists and new-wave drivers alike. As the year progresses, keep an eye on Audi’s reveal of the concept and savor the transformation journey from draft to driveway reality.