After appointing several top management positions, Audi CEO Gernot Döllner is also installing a new head of the design department. JLR’s current chief designer, Massimo Frascella, will replace Marc Lichte as Chief Designer on June 1st, although Lichte will remain with the Group.

Frascella (52) has held senior positions at JLR since 2011, most recently as “Head of Design for both brands”, Audi writes in the press release. JLR has changed its design structure into a ‘House of Brands’ (Range Rover, Defender, Discovery, and Jaguar) of which Gerry McGovern is the Chief Creative Officer. Frascella was his right-hand man.

At Audi, the designer will be nothing less than “setting the course for the coming generations of Audi models”. The car industry’s transition to electrically powered cars that can (potentially) drive autonomously is imminent. Both technological evolutions require and enable a new design.

High expectations

Audi boss Gernot Döllner has high expectations of his new chief designer. “Design has always been part of the brand’s core, of the DNA of the Audi brand. That is why, especially during this phase of technological transformation, ‘Vorsprung durch Technik’ must be visible and tangible in the interior and exterior of all coming series models,” says Döllner.

“Massimo Frascella will ensure Audi vehicles embody the brand’s identity through an unmistakable and emotional design language. Clarity, precision, and perfect proportions are at the center of his design philosophy – qualities that seamlessly fit into the image of the Audi brand,” he adds.

Simplicity

Frascella says the essence of his design approach is ‘simplicity’. “I am passionate about creating designs free from superfluous ornaments and do not merely follow trends. Instead, we will rely on a timeless and sophisticated design language,” the new Audi designer says.

“I am deeply honored to assume the role of Chief Creative Officer and to guide such a talented team in shaping the brand’s future to new heights of innovation and distinction.”

In recent years, Audi has presented several concept studies for upcoming technology changes, which outline the brand’s future with the four rings. These studies were designed under Marc Lichte, Head of Audi Design since 2014.

Lichte’s tenure at Audi also saw the creation of the brand’s first independent EV model series, like the e-tron, the e-tron GT, and the Q4 model family.

Musical chair

Lichte will no longer be allowed to implement this, at least not at Audi. According to the press release, he will take on other tasks within the Group. His successor, Massimo Frascella, will probably focus entirely on electric cars. From 2026, Audi wants to launch only new models that are purely electrically powered on the global market.

Audi boss Döllner, who succeeded Markus Duesmann on September 1st, 2023, is implementing his ‘Audi Agenda’. He wants to future-proof the premium brand, for example, with ‘Software Defined Vehicles’ and more efficiencies and synergies in planning and development.

As a result, there were numerous personnel changes at the management level a few weeks ago; maybe the Board of Management will follow next. Meanwhile, the new wind in Audi management has already created turbulences at Audi Brussels, where they fear there will be no successor for the actual Q8 e-tron produced there and that the factory will die.