Chief Creative Officer Massimo Frascella in front of the Audi Concept C

eMove360° Interview: Massimo Frascella on Audi’s new design philosophy

Audi presents its new design philosophy – a bold step that aims to change the way the company thinks. In the latest issue of eMove360° magazine, Chief Creative Officer Massimo Frascella talks about the profound change, its significance for the brand, and the path to the new design language, which he succinctly describes as “radical simplicity is at the heart of our philosophy.”

Mr. Frascella, around a year after you started in Ingolstadt, Audi is presenting a new design philosophy. What will the brand stand for in the future?

Massimo Frascella: Our vision is a call to our entire company – and a prerequisite for making our brand distinctive again. It is the philosophy behind every decision we make, and we want to roll out its principles across the entire company. We call it: “The Radical Next.”

So design is no longer just a shaper of form, but also a pacemaker?

Frascella: Exactly! We understand design in a comprehensive sense – for us, the term encompasses all aspects of the Audi experience. We want to strengthen our brand so that it arouses desire and has a cultural impact.

So “Vorsprung durch Technik” remains a central brand promise?

Frascella: Of course! In the 1980s, when the Audi 100 quattro drove up a ski jump, it was a symbol of technical superiority and the will to make the impossible possible. For us, technology is a means to progress, not an end in itself. We don’t want to hide it or show it off—it should inspire without dominating. Technology is a matter of course for Audi, understated yet functional and present when the customer wants it. It will be a seamless part of the experience.

The Audi TT has fans all over the world, and you also seem to have a very special relationship with this car.

Frascella: That’s right. When the first Audi TT arrived at the dealership in Turin in 1998, I took a day off just to look at it in peace. I stayed there for hours, looking at the car from every angle and feeling every surface. The staff probably thought I was crazy. But for me, even back then, the TT was more than just a car. It was a message: You don’t have to be loud to be heard. You don’t need exaggeration to make an impression. You need clarity—and, more importantly, the courage to follow it.

Clarity is a word you often use. What does this strong focus on reduction mean for Audi?

Frascella: Radical simplicity is at the core of our philosophy. We achieve clarity by reducing everything to the essentials. We live in a world that is often loud, fast-paced, and overloaded. The danger of losing oneself is greater than ever. It is our responsibility to be better and to do what really matters. And the result of that must always be an emotion.

Describing feelings is nearly impossible. Please try anyway: What does “feeling Audi” mean?

Frascella: Audi is the inexplicable harmony of technology and emotion, where the rational and the irrational coincide.

What is at the heart of this new attitude?

Frascella: The answer to a powerful question: How does Audi feel to the customer? Our answer can be found in four principles: clear, technical, intelligent, and emotional. They form the foundation for everything we do.

Now we see your first work. A pure finger exercise?

Frascella: The Audi Concept C is a first manifestation of “The Radical Next.” Proportions, surfaces, and details have been clearly refined, creating a confident reinterpretation of the brand identity. The study has a clear, sculptural presence, as if the vehicle were made from a single piece of metal—free of distractions, defined by tension and pure form. The Audi Concept C is a tangible interpretation of the new design philosophy, a symbol of the conviction that will transform our company and the entire brand.

Massimo Frascella has been Chief Creative Officer at AUDI AG since June 1, 2024. In this position, he is responsible for the holistic design of all customer touchpoints with the Audi brand. In addition, he oversees the areas of exterior, interior, color & material, user interface, and user experience design (UI/UX design for short), the design of racing cars, and the overall design strategy.

Frascella learned the holistic craft of automotive design at the legendary Stile Bertone, the Italian design studio known for developing concepts and production vehicles for global automotive brands, which has had a significant impact on automotive history worldwide from its base in Italy. From there, his career took him to Ford Motor Company in the UK, Lincoln/Mercury, and then Kia in California, USA. In 2011, Frascella joined Jaguar Land Rover, where he held senior positions and most recently served as Head of Design for the two heritage brands.

This article is published in the current eMove360° Magazine. Download the PDF for free or order a print version.