At the start of 2024, Massimo Frascella, formerly the design head at Jaguar Land Rover, took over as Audi’s new design boss, succeeding long-time leader Marc Lichte. Now, Audi has announced that Frascella’s first concept car is about to debut. Unlike past concepts, this new design will have a clear goal: it will directly influence a future production model.
Details about the upcoming concept remain scarce. However, Audi CEO Gernot Dollner described it as “a bold step” that will shape the brand’s design language. He said the new concept “looks to the future, focusing on Audi’s strengths with clarity, without copying the past.”
Dollner also explained in an interview with Autocar that Audi will no longer show purely experimental designs. “Every concept we present will be tied to a real product decision,” he said, emphasizing a new practical approach.
Although Dollner did not reveal the concept’s style or body type, he expressed strong confidence in Frascella’s vision. “We have a clear direction for Audi design,” Dollner said. “I’m very impressed with what he has achieved in just one year.”
The End of an Era: Marc Lichte’s Legacy
Marc Lichte led Audi’s design department for ten years before handing over to Frascella. Over nearly three decades at Volkswagen Group, Lichte influenced the design of more than 150 vehicles. His most celebrated work includes the e-tron GT, widely regarded as Audi’s most striking current model, as well as the eye-catching Grandsphere and Activesphere concept cars.
Because of Lichte’s deep impact on Audi’s current design style, vehicles he guided will continue to appear in the coming years. Industry experts expect it may take until 2028 before Frascella’s first fully designed Audi reaches the market.
