Fast Technology reported on February 18 that recently, Audi officially announced that starting from June 1 this year, Massimo Frascella (Massimo Frascela) will be in charge of the design of all new models in the Audi lineup, including the upcoming electric vehicles.
And Marc Lichte, who has been at the helm of Audi's design department for 10 years, will step down to take on a new role within the company.
Incoming Massimo Frassichella has been at Jaguar Land Rover in senior roles since 2011 and most recently as head of design for both brands, and is at the helm of Land Rover Defender, Discovery, Velar and Range Rover.
According to Audi, the company is setting the direction for the next generation of Audi models through frascella and that in the coming years many technological innovations are coming that will decisively change the design and functionality of all series segments, and for this reason, Audi has recently linked its design department directly to the chairman of the management board.
Fraccella himself said:
Coming to Audi is a very special moment for me. I am very honored to be here in the role of Chief Creative Officer and to lead a team of talented Audi designers who are shaping the future of the brand in the most innovative and unique way.
I believe in the emotional power of design, which can inspire, connect, and drive change. I'm here to drive creativity, which is part of the core of the brand. ”
"The essence of my approach to design is simplicity, a passion for a design without frills, one that not only follows contemporary trends, but also embodies timeless aesthetics and sophistication," he says. ”