Marc Lichte, who has led Audi’s design for a decade, is stepping down to assume a new role within the company starting June 1.
Massimo Frascella, known for his work on Land Rover models, will now oversee the design of all future Audi models, particularly focusing on electric vehicles as Audi shifts its focus to EVs, with a commitment to launch only electric models from 2026 onwards. However, Audi still plans to release facelifts for conventional vehicles until 2032.
Frascella aims to create designs that are timeless and sophisticated, devoid of unnecessary adornments, and not merely following trends. Audi’s CEO is confident in Frascella’s ability to create a distinct and emotionally resonant design language.
Audi has teased its upcoming models through various “Sphere” concepts, such as the Grandsphere, which is expected to succeed the A8 as a flagship electric sedan. Other concepts include the Skysphere, Urbansphere, and Activesphere, which hint at potential future models.
Frascella, with a background in design at Bertone, Ford, and Kia, emphasizes simplicity in his approach. Audi is expected to streamline its lineup by discontinuing models like the TT and R8 while also introducing new ones like the Q9 SUV with three-row seating to compete with rivals like BMW and Mercedes. Additionally, the Q6 E-Tron is set for release in 2024, followed closely by a Sportback variant.