by New Audi concept from the new head of design
In early 2024, Jaguar Land Rover’s head of design Massimo Frascella moved to Audi, replacing longtime chief designer Marc Lichte. It has now become known that the first concept car created under Frascella’s leadership will be presented soon. Furthermore, Audi promised that all its future concepts will have production potential, meaning the new development will influence the series model.
Details about the new concept have not been disclosed yet, but the company’s CEO Gernot Döllner stated that it will be a “bold step” for the brand and its design language. He added:
“We will no longer just show sketches. Every concept we present will have a specific production solution.”
Lichte’s successor and his influence
Marc Lichte led Audi’s design for ten years before Frascella’s arrival. During his 28 years at the Volkswagen Group, he participated in the creation of over 150 cars. His most famous work is the e-tron GT, which is considered one of the most beautiful modern Audis. Lichte also designed the impressive Grandsphere and Activesphere concepts, which caused a great resonance.
Since Lichte shaped Audi’s modern design philosophy, his influence will remain noticeable in new models for a long time. The first cars entirely developed by Frascella may not appear until 2028. For now, the company is betting on innovation and clarity of forms, avoiding copying the past.
