Audi is gearing up to unveil a groundbreaking new concept car later this year, offering a sneak peek at the brand’s fresh new look under the guidance of design boss Massimo Frascella. Frascella, who made the switch from JLR to Audi 18 months ago, is set to make a significant impact on the iconic German automaker with this upcoming reveal.
CEO Gernot Döllner has confirmed that the concept car will showcase a design that will shape Audi’s future aesthetic, with a focus on innovation and a departure from past styles. Döllner emphasized that these concept cars will not just be for show, but will have a clear pathway to production, representing a bold step forward for the brand.
The new design language for Audi will aim to blend the brand’s traditional strengths with a forward-thinking approach, steering away from retro design cues and instead embracing a modern, progressive aesthetic. While the full transition to this new look may not happen until around 2028, as Audi typically operates on a three-year production cycle, Döllner expressed confidence in the brand’s current lineup of new models.
With Audi currently in the midst of launching 20 new vehicles over a three-year period, Döllner praised the quality of these offerings but emphasized the need for a more significant evolution in the brand’s design language. He commended Frascella for his impact on Audi’s design direction, noting their shared vision for the future of the brand’s aesthetic.
“I’m truly impressed with the progress that Massimo has made in just a year at Audi,” Döllner remarked. “Together, we have a clear vision for Audi design that will set us apart in the industry.”
As Audi prepares to unveil this groundbreaking concept car, anticipation is high for the brand’s bold new direction under Frascella’s leadership. Stay tuned for more updates on this exciting development in Audi’s design evolution.
