In a move that has sent shockwaves through the automotive world, Massimo Frascella, the influential Design Director at Jaguar Land Rover (JLR), is set to join Audi as the new Head of Design, succeeding Marc Lichte. This transition marks the end of a storied chapter for Frascella at JLR and the beginning of an exciting new phase in his career, one that promises to reshape Audi's design philosophy as the brand navigates the future of automotive innovation.
A Storied Career at Jaguar Land Rover
Frascella's impact at JLR was monumental. After joining the company in 2011 as Creative Studio Chief, he quickly made his mark by infusing the brand with a fresh perspective that blended traditional craftsmanship with modern design sensibilities. His design portfolio includes some of JLR's most iconic and successful models, including the Discovery Vision Concept (2014), Discovery Sport (2014), Velar (2017), and the reborn Defender (2020). Each of these vehicles played a pivotal role in rejuvenating JLR’s image and cementing its position as a leader in the luxury SUV market.
Frascella's promotion to Creative Director of Land Rover in 2019, and eventually to Design Director in 2020, allowed him to further shape the direction of Land Rover and Jaguar's future. His leadership was instrumental in the development of Land Rover’s range, balancing rugged durability with luxurious features—qualities embodied by models like the Range Rover and Range Rover Sport. Additionally, Frascella played a key role in the electrification of Jaguar, positioning the brand to evolve in the rapidly growing electric vehicle market.
Frascella's Move to Audi: A New Chapter in Design
Frascella's departure from JLR was confirmed by Autocar, with JLR expressing gratitude for his significant contributions. In a statement, Jerry McGovern, Chief Creative Officer of JLR, praised Frascella for his creative vision, which helped propel the brand to new heights. Frascella himself hinted at an exciting new chapter, stating to Auto&Design: “A fascinating new adventure will soon begin.”
That adventure is his appointment at Audi, where he will replace Marc Lichte as the Head of Design. Audi, known for its sleek, cutting-edge designs and precision engineering, will undoubtedly benefit from Frascella's expertise, particularly as the brand continues to expand its electric vehicle lineup. Frascella’s experience in designing electric vehicles at JLR will be invaluable as Audi seeks to strengthen its position in the competitive EV market, aligning with its ambitions for sustainability and innovation.
The Influence of Frascella’s Design Philosophy
Frascella's career has been marked by his ability to merge aesthetic appeal with functional design—a skill that has made him one of the most respected figures in automotive design. His journey began at Stile Bertone in 1997, after studying at the Istituto d'Arte Applicata e Design (IAAD) in Turin. His expertise in design led him to roles at Ford, where he worked as a Senior Designer in both the UK and California, before ultimately joining JLR.
At JLR, Frascella was instrumental in transforming both the brand's visual identity and its product portfolio. His work on the Defender and the Velar—two models that blend traditional design with modern technology—cemented his reputation as a designer who understands how to evoke emotional connections through aesthetic innovation. His knack for creating visually stunning yet practical vehicles made him a natural fit for Audi, a brand that values precision and cutting-edge design.
Audi’s Bold New Future
Frascella’s appointment comes at a crucial time for Audi. The brand is in the midst of a transformation, with a strong emphasis on electric mobility, sustainability, and the integration of advanced technologies. Audi’s electric lineup, including models like the e-tron and the upcoming Q4 e-tron, has already set the stage for the company’s future, but Frascella’s leadership is expected to push these designs further into new territory.
At Audi, Frascella will have the opportunity to redefine the brand's design language, blending Audi’s precision engineering with his distinctive Italian flair. His work will likely steer Audi into a future where electrification, luxury, and performance are seamlessly integrated into one bold, cohesive design philosophy.
A Bright Future for Audi
As Frascella embarks on this new journey, the automotive world eagerly anticipates the innovations he will bring to Audi’s design studio. His proven track record of successful, forward-thinking designs promises to steer the brand into a new era—one where luxury, sustainability, and performance coexist in harmony.
Frascella’s legacy at Jaguar Land Rover will remain a testament to his ability to transform iconic designs while pushing the boundaries of what luxury automotive design can be. Now, at Audi, he is poised to continue this legacy by redefining the brand’s future, ensuring that Audi remains at the cutting edge of design for years to come.
In the world of automotive design, Massimo Frascella is a name to watch. With his innovative vision, Audi is poised for a design renaissance, one that could reshape the future of the automotive industry.
