- This new concept car will be the first penned by new design boss Massimo Frascella.
- Frascella replaced Marc Lichte, who spent a decade at Audi and decades at the VW Group.
- Audi has also confirmed that it won’t release concept cars that don’t reach production.
At the start of 2024, the design head of Jaguar Land Rover moved to Audi, replacing long-standing design boss Marc Lichte. Now, it’s been revealed that the first new concept car overseen by Massimo Frascella is just around the corner. Not only that, but Audi is promising that all of its future concepts will have production intent, meaning Frascella’s creation will influence a road-going model.
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While little is known about the new concept car that Audi is preparing, company boss Gernot Dollner has revealed it will be “a bold step” for the automaker and its design language. He added that it “would look to the future and the strengths of Audi design, for clarity and to bring that to the future, not copying the past.”
Read: Audi Says Q6 e-tron Offroad Concept “Gives A Taste Of A Potential Vehicle”
“We won’t show studies anymore,” Dollner added in an interview with Autocar. “When we show things, [they] will be substantial. Every concept we show will have a product decision behind it.”
Dollner failed to provide any indication as to what form the concept will take, nor what body style it will adopt, but did say that he and Frascella have “a clear vision for Audi design.” He added, “I’m really happy and impressed with what already he has brought on in a year at Audi.”
Lichte’s Legacy
Lichte had been the head of design at Audi for a decade prior to Frascella taking over and played an important role in the design of over 150 vehicles while working within the VW Group for 28 years. His crowning glory was the e-tron GT, which as yours can testify having seen it from up close, is the best looking Audi currently in production. He also designed the dramatic Grandsphere and Activesphere concepts that stirred up a commotion.
Given how vital Lichte was in the formation of Audi’s current design philosophy, new vehicles overseen by him will continue to roll out over the coming years. It may not be until 2028 that the first Audi design penned by Frascella hits the market.
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