Audi’s New Signature
The successor to the electric Audi TT debuted with a highly controversial new grille. This vertical grille, first seen on the Audi Concept C a year ago, sparked lively discussions online. Many compared it to a “toothbrush” mustache or even the humorous German term “Rotzbremse.”
Despite the criticism, Audi’s head of design confirmed that this distinctive vertical grille will become a signature feature for all future models of the brand. This marks a departure from the trapezoidal Singleframe grille that dominated Audi’s design for many years.
We have developed the individual elements in such a way that they can be used flexibly, so that models in the A segment differ significantly from sports cars or off-roaders – but are connected by a common thread.
The Man Behind the Changes
Italian designer Massimo Frascella, who took over as head of Audi design in mid-2024, is responsible for this new visual direction. He was a key figure in the creation of models such as the Land Rover Defender and Range Rover Velar. Now he has been tasked with taking Audi’s design philosophy to a new stage.
The Concept C, which is the precursor to the brand’s new sports car, serves as the opening of this new chapter. It features a tall, rectangular grille at the center of the front end, reminiscent of an interpretation of Audi’s classic face with a hint of Bugatti design.
Interiors Are Also Set to Change
Frascella will change not only the exteriors of future Audis. The Concept C also demonstrates a more restrained approach to cabin design. The trend towards ever-larger displays will be softened, and physical switches and dials will be retained for key functions.
The first new Audi model to hit the market with a completely new design language will be the fully electric TT successor, based on the Concept C. It is reportedly not inheriting the TT name, but will retain the familiar proportions of a two-door coupe.
The transition to a new design language is always a risky step for an automaker, especially when it comes to such a recognizable detail as the grille. Audi’s decision to abandon its traditional grille in favor of a vertical structure indicates the brand’s desire to radically update its image in the electric era. The success of this strategy will depend on how quickly the public gets used to the brand’s new face and whether designers can effectively adapt this theme for different models, from compacts to SUVs, while preserving their individuality.