After a decade leading Audi’s design, Marc Lichte is transitioning to a new role within the company, effective June 1. Stepping into his shoes is Massimo Frascella, known for his work on Land Rover’s iconic models. Frascella will now focus on shaping Audi’s forthcoming electric vehicles, as the brand commits to exclusively launching EVs from 2026 onward. However, Audi assures that conventional models will still receive updates until 2032.
Frascella’s design philosophy emphasises simplicity and timelessness, aiming to create vehicles devoid of unnecessary embellishments and fleeting trends. With CEO Gernot Döllner’s confidence in Frascella’s ability to craft an unmistakable and emotionally resonant design language, Audi enthusiasts can anticipate a shift toward more refined aesthetics.
In recent years, Audi has teased its future direction through concept vehicles like the Grandsphere, envisioned as the successor to the flagship A8 sedan. Other intriguing concepts include the Skysphere convertible, Urbansphere minivan, and Activesphere fastback, hinting at potential expansions into new segments.
As Audi navigates its expansive lineup, changes are inevitable. The discontinuation of models like the TT and the impending farewell to the R8 are signs of the strategic shift. Similarly, the A1 and Q2 will only see so many generations, reflecting Audi’s evolving priorities and focus towards electrification.
Looking ahead, rumours abound regarding new additions to Audi’s SUV range. A three-row SUV, possibly named the Q9, is poised to challenge competitors like the BMW X7 and Mercedes GLS. Additionally, the eagerly anticipated Q6 E-Tron, slated for release in 2024, will be joined by a sleek Sportback variant shortly after.