Land Rover Defender designer defects to Audi

Audi has recruited Massimo Frascella as its new head of design, replacing veteran design lead Marc Lichte.

Frascella, who began his career working for Bertone, also worked for Ford before he joined Jaguar Land Rover in 2011, where he was credited with penning the latest Discovery (2016), Velar (2017), Evoque (2019) and the current Defender, Range Rover and Range Rover Sport.

The former JLR design boss is also believed to be the chief architect behind the Jaguar brand’s reboot as a pure-electric brand, with Frascella overseeing the design of a new family of vehicles created to move Jaguar upmarket to challenge the likes of Bentley.

Commenting on his role heading up Audi, Frascella said: “Joining Audi is a very special moment for me. I am deeply honoured to assume the role of Chief Creative Officer and to guide such a talented team in shaping the future of the brand to new heights of innovation and distinction.

“I believe in the emotional power of design to inspire, connect, and drive change, and I am here to nurture and promote creativity as the beating heart of our brand.”

Instead of chasing trends, Frascella says he will aim for “simplicity” in his new role at Audi and “rely on a timeless and sophisticated design language.”

Former Audi design boss (2014-2024) Lichte, who is taking a job elsewhere within the Volkswagen Group, hasn’t made life easy for Frascella since he’s already revealed the design direction of all future Audi models via a series of Sphere concepts, which previewed replacements for the TT coupe and roadster (Activesphere), the A8 limousine (Grandsphere) and even the unusual shape-shifting Skysphere that debuts a new flagship coupe.

All of those concept cars were designed around some of the innovative tech that will be embraced by the premium German brand in the near future.

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