Massimo Frascella, previously serving as Head of Design for Jaguar Land Rover, will assume the role of Head of Design at Audi, succeeding Marc Lichte effective June 1. Frascella, a graduate of the Istituto d’Arte Applicata and Design in Turin, has a background at Stile Bertone, Ford Motor Company, and Kia.
Under Frascella’s stewardship, Audi is poised for significant design and functional enhancements across all vehicle segments. To enhance efficiency, the company has restructured its design department to directly report to the Chairman of the Board of Management.
Frascella succeeds Marc Lichte, who has led Audi Design since 2014. Lichte, originally from Arnsberg/Sauerland, Germany, joined Audi from Volkswagen AG, where he oversaw the Exterior Design Studio. During his tenure, Audi introduced new models and made strides in the electric vehicle domain with the Audi e-tron series and the Q4 model family.
Massimo Frascella expressed his profound excitement about joining Audi, describing it as a particularly significant moment for him. He feels deeply privileged to take on the position of Chief Creative Officer and lead an exceptionally skilled team in steering the brand towards unprecedented levels of innovation and distinction. Frascella firmly believes in the emotive strength of design to inspire, forge connections, and instigate change. He is committed to fostering and championing creativity as the pulsating core of Audi’s identity.