car news

This is Audi’s new design boss: previously worked for Ford, Kia and JLR

February 19, 2024

Worked at various car brands

Frascella, an alumnus of the Instituto d’Arte Applicata & Design in Turin, began his career at Bertone. After various positions within the Ford Motor Company and Kia, Frascella (52) has worked at Jaguar Land Rover since 2011, most recently as Head of Design for both brands.

Creating cars without unnecessary details

“It is very special for me to be able to join Audi. I am very honored to hold the role of Chief Creative Officer and to lead such a talented team in creating Audi’s future. For me, simplicity is the essence of design. I see it as my mission to create cars without superfluous details that do not just follow a trend. Our goal is to develop a timeless, refined design language for Audi,” said Massimo Frascella.

New design direction

Audi is charting the course to the next model generations under the leadership of Massimo Frascella. In the process, technological innovation within all segments will have more influence on design and functionality. For this reason, Audi recently reorganized its design department and the Head of Design reports directly to the CEO. Design has always been one of Audi’s core values.

Massimo Frascella

Brand identity

Especially in this age of technological transformation, “Vorsprung durch Technik” should become even more visible and tangible in Audi’s future models. Massimo Frascella’s job is to ensure that new models continue to exude Audi’s brand identity, with an instantly recognizable yet tantalizing design.

Family Face

Marc Lichte has led Audi Design since 2014. He was ultimately responsible for the Exterior Design Studio. Led by Lichte, Audi introduced successful models and Audi’s first electric cars appeared on the road: the Audi e-tron, e-tron GT and Q4 series. Audi CEO Gernot Döllner: “Together with his team, Marc Lichte has paved the way for Audi into the era of electric mobility. We are very grateful to Marc for his creativity, to which Audi owes its family face over a decade.”