Audi Appoints Former Kia and Jaguar Land Rover Executive as New Head of Design

'Simplicity' is Key... "Cutting the Fluff and Not Following Trends"

Audi has appointed an Italian designer who previously oversaw design at Jaguar Land Rover as its new Head of Design.

On the 20th, Audi announced the appointment of Massimo Frascella as the new Head of Design. Born in Torino, Italy, he began his design career at the Italian automotive design specialist company 'Stile Bertone.' He later worked at Ford and Kia before joining Jaguar Land Rover in 2011 as a senior designer, eventually becoming the Head of Design.

Frascella's design philosophy centers on 'simplicity.' He stated, "I prefer designs that eliminate unnecessary elements and do not excessively follow trends," adding, "I will focus on refined design language that remains timeless despite the passage of time."

Audi plans to determine the next-generation design direction for its models together with Frascella. It is expected that the design and functionality across all vehicles will undergo significant changes incorporating technological innovations. Recently, Audi restructured internally so that the design department can report directly to the Chairman of the Management Board.

Gernot D?llner, Audi's Chief Executive Officer (CEO), emphasized, "Design has always been the core and DNA of the Audi brand," and added, "As technological innovation progresses actively, it is very important to visually and tactilely realize 'progress through technology' in the interior and exterior design of mass-production models." He further explained, "Frascella's design philosophy, which pursues clarity, refinement, and perfect proportions, aligns with the image of the Audi brand."

Massimo Frascella, newly appointed Head of Audi Design (Photo by Audi)