From Land Rover To Audi: The Design Journey Of Massimo Frascella

Marc Lichte has been the Audi design boss for a decade and is now leaving for another position in the company. That's why, starting June 1st, the designer Massimo Frascella will do design concept and model development for Audi.

It is anticipated that Massimo Frascella, for the most part, will work on shaping Audi's upcoming electric vehicle. By 2026, Audi aspires to manufacture its own line-up of EVs only.

For their models with conventional engines, they extended their lifetime until then, but he will be working on prototyping zero-emission vehicles. However, Audi doesn’t push out the concept of standard cars; they promise to make gas, diesel, and hybrid models even better by 2032 at least.

Mica is aiming to develop an automobile design that is minimalist and timeless, hence the exclusion of designs associated with fleeting trends. According to Gernot Döllner, the head of Audi, a new design language for their brand will be created by the new Chief Designer, Massimo Frascella.

Furthermore, the last few years saw Audi draw out new concepts for both the outside styling and interior experience design under the "Sphere" concepts. The Grandsphere is expected to be the next release from the A8, a battery-powered full-size luxury sedan. Other terms included in the product line are the open-top Skysphere, and that is all.

His effect on future Audi cars is not so clear yet. However, Frascella's workplace is hosting a tough task as Audi is growing its market line. This effect is already visible across the automotive sector, with the TT being cut from the range and others following to be phased out.

The brand is making a bewildering entry into the flagship SUV position with the range-topping SUV, Q9, fighting with BMW and Mercedes. On top of all, the Audi E-Tron SUV will be released in 2023, along with an elegant Sportback edition in 2024.