At the start of 2024, Audi appointed Massimo Frascella, former design head of Jaguar Land Rover, as its new design chief, succeeding Marc Lichte after a decade at the helm. Now, Audi has revealed that Frascella’s first concept car under his leadership is imminent—and notably, it will carry production intent, signaling a clear path to a future road-going model.
Details about the new concept remain scarce, but Audi’s CEO Gernot Dollner has described the upcoming vehicle as “a bold step” forward for the brand’s design language. Speaking to Autocar, Dollner emphasized that the concept “will look to the future and the strengths of Audi design, for clarity and to bring that to the future, not copying the past.”
Dollner also confirmed a strategic shift in Audi’s approach to concept cars, stating, “We won’t show studies anymore. When we show things, [they] will be substantial. Every concept we show will have a product decision behind it.”
While Dollner offered no clues on the concept’s form or body style, he expressed confidence in Frascella’s vision. “We have a clear vision for Audi design,” Dollner said. “I’m really happy and impressed with what he has already brought in his first year at Audi.”
Marc Lichte, who led Audi’s design for the past ten years, was instrumental in shaping the brand’s current aesthetic, contributing to the design of over 150 vehicles during his 28-year tenure with the Volkswagen Group. His notable achievements include the acclaimed e-tron GT—widely regarded as one of Audi’s most striking production models—as well as the eye-catching Grandsphere and Activesphere concept cars.
Despite Frascella’s recent appointment, Audi will continue to roll out vehicles reflecting Lichte’s design philosophy over the next several years. Industry insiders anticipate that the first fully Frascella-led Audi design may not reach the market until around 2028.
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