He previously worked for Jaguar Land Rover
Audi has announced that Massimo Frassella will take on the role of new head of design from 1 June following his recent departure from Jaguar Land Rover (JLR). Frassella will succeed design veteran Marc Lichte, who oversaw the design of all Audi models for more than a decade. Lichte will now move to a new role within the VW Group, the details of which have not been disclosed.
52-year-old Massimo Frassella graduated from the Institute of Applied Arts and Design in Turin. He began his career at Bertone and then moved on to positions at Ford and Kia. In 2011, he joined Jaguar Land Rover, where he rose to the position of Head of Design for the Jaguar and Land Rover brands.
During his time at JLR, he played a key role in the development of the next-generation Land Rover Defender and flagship Range Rover, as well as the development of future electric Jaguar models set to debut in the near future.
Speaking about his new role, Frassella said: «Joining Audi – this is a special moment for me. I am honored to take on the role of Creative Director and lead such a talented team in shaping the future of the brand to new heights of innovation and excellence. I believe in the emotional power of design to inspire, connect and drive change, and I am here to develop and promote creativity as the beating heart of our brand.
The Italian designer emphasizes «simplicity» as the basis of his car design philosophy. He plans to create a timeless and sophisticated design language for Audi.