With experience from creating Range Rover and Defender, Massimo Frascella is expected to create simple yet attractive designs on future Audi models.
Audi recently announced the appointment of Massimo Frascella as the new Design Director of the brand, replacing Marc Lichte. Prior to joining Audi, Massimo Frascella held a similar role at JLR, where he directly supervised the design of Discovery Sport, Range Rover Velar, Range Rover Evoque, and Defender models. Meanwhile, predecessor Marc Lichte will transition to a new role within the Volkswagen Group, but details have not been disclosed by the company.
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52-year-old Massimo Frascella graduated from the Applied Arts and Design Institute in Turin. He began his career at Bertone before moving on to work for Ford and Kia. In 2011, he joined Jaguar Land Rover, where he served as Design Director for both the Jaguar and Land Rover brands.
During his over ten years at JLR, Frascella played a key role in the development of influential models such as the Defender and Range Rover, as well as upcoming electric Jaguar models in the near future.
Speaking about his new role, Frascella said, “Joining Audi is a very special moment for me. I am extremely honored to take on the role of Creative Director and lead a talented team with the goal of shaping the future of the brand. I believe in the power of design to inspire, connect, and drive change, and I’m here to nurture and foster creativity as the beating heart of our brand.”
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The Italian designer emphasizes “simplicity” as the core of his car design philosophy, highlighting his passion for creating highly functional and trend-free designs.
Simplicity seems to align with Audi’s design language, which has faced criticism in the past for choosing a safe approach with its new generation of models. However, since Lichte took over the design department, recent models such as the Audi R8 and e-tron GT have become much more attractive. Frascella’s first project will be the design of the all-electric A8 based on the concept Sphere left by Lichte.
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