The recent changes in top management and the change of head of the design department at Audi AG demonstrate the brand's significant changes in the face of the electrification transition and the planning of its future product line. The new chief designer, Massimo Frasicella, will succeed the current chief designer, Mark Licht, on 1 June, while the latter will remain within the group to take on other tasks.
A graduate of IAAD in Turin and has extensive experience in the automotive industry, having worked for Jaguar Land Rover for many years in various roles. Audi CEO Gernot D Lll has high hopes for him, believing that design has always been at the heart of the brand, especially during the technological transformation phase, when it is necessary to inject new design concepts into the upcoming series models.
As the electrification wave continues, Audi has proposed a number of concept studies and plans to introduce a series of new generations and new electric models. Among them, the pure electric Q6 e-tron and Q8 e-tron models will be launched soon; At the same time, classic models such as traditional fuel A4, A6, and Q7 will also be updated on a large scale.
According to officials, Frazella is likely to focus on developing and producing a wider range of electric vehicles, while the old Lichte may be engaged in other areas within the group. Under Marc Lichte's leadership, Audi Electric Vehicles has achieved remarkable results – the e-tron, e-tron GT and Q4 model series.
These changes show that Audi is responding to market trends and accelerating the shift to a sustainable** approach: it plans to sell only electric cars from 2026 onwards. The introduction of a broader paradigm is welcome to ensure that companies are able to meet consumer demand in a timely manner and look forward to the challenge
Overall, Marcimour Fra Cable-Stayed selected excellent design ideas and experience to provide more fresh insights to Andrizo. In addition, with the increasing global concern about climate issues, it has become a consensus among experts to make good use of renewable resources to develop environmentally friendly vehicles. Therefore, we believe that under Fressel's control, Andrizzo will inevitably show extraordinary strength and reach new heights.