By After a decade of spearheading Audi’s design initiatives, Marc Lichte is stepping down from his role to take on a new position within the company, the specifics of which remain undisclosed. Set to take the reins from June 1st is Massimo Frascella, the mastermind behind the iconic Land Rover Defender, Discovery, Velar, and Range Rover models. Frascella’s expertise will now extend to shaping the aesthetic direction of all forthcoming Audi models, including the highly anticipated electric vehicles slated for release starting in 2026.
With Audi’s commitment to an all-electric future by 2026, Frascella’s focus will primarily centre on zero-emission models, while still attending to the refinement of existing gasoline, diesel, and plug-in hybrid variants. Audi’s vision extends beyond 2026, with plans to continue producing conventionally powered vehicles until 2032, underlining its commitment to versatility and innovation. Frascella’s design philosophy aligns with Audi’s vision for timeless elegance, devoid of superfluous ornamentation and transient trends. CEO Gernot Döllner expresses confidence in Frascella’s ability to craft an unmistakable and emotionally resonant design language, signalling a promising trajectory for Audi’s future lineup.
Audi’s recent “Sphere” concept series offers a glimpse into the brand’s evolving design language, with the Grandsphere concept poised to redefine the full-size luxury sedan segment. Alongside other captivating concepts like the Skysphere, Urbansphere, and Activesphere, Audi’s design ethos embodies simplicity and sophistication, a departure from ostentatious trends prevalent in the automotive industry. As Audi embarks on this new chapter under Frascella’s stewardship, strategic model cuts are underway, with the discontinuation of the TT and the forthcoming conclusion of the R8, A1, and Q2 models. Simultaneously, plans for a flagship SUV, potentially named the Q9, and introducing the fully electric Q6 E-Tron signify Audi’s commitment to innovation and adaptation in an ever-evolving market landscape.
