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How Audi's New Concept Will Lead a Design Revolution: Interview

Audi's new design boss tells us how the Concept C came to life—and how it will influence the entire lineup moving forward.

Audi Concept C Head Designer

11:05

Photo by: Audi

By: Lorenzo Curatti

Translated by: Anthony Alaniz

Sep 15, 2025 at 4:30pm ET

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Unveiled just days before the 2025 IAA Mobility Show in Munich, the Audi Concept C quickly captured global attention—not just for its looks, but for the bold vision it signals. As a prototype set to enter production in 2027, the Concept C offers a clear preview of Audi’s future design language and serves as a cornerstone for the brand’s evolving identity.

At the forefront of this transformation is Massimo Frascella, Audi’s new design chief. An Italian native educated at IAAD in Turin, Frascella brings decades of experience from his time at Kia, Ford, and most recently, Jaguar Land Rover, where he held the role of head of design. His influence is already evident in the Concept C’s clean lines and sculptural surfaces, with subtle nods to Audi's design heritage.

Our colleagues at Motor1 Italy had the opportunity to sit down with Frascella just a few days before the Munich show. During our conversation, he shared insights into the creative process behind the Concept C, what it symbolizes for the Audi brand, and how the team approached balancing innovation with brand continuity.

Frascella also hinted at which design elements from the Concept C might carry over into future production models. From its sleek silhouette to its reimagined lighting signatures, the Concept C isn’t just a concept—it’s a statement of intent for the next generation of Audi vehicles. You can read the full interview below.

Motor1: Redefining a brand’s visual identity is a complex process. How do you then choose the things to reinterpret and the things to leave behind?

Massimo Frascella: So, we did very in-depth work in the first weeks, in the first months, to try to understand what Audi values are from a brand and design point of view. And the reference to the past is to recalibrate what those values are.

It is important not to look at what has been done in the past, then take those elements and simply bring them back in a modern way. This is a retrospective exercise that does not belong to Audi, which is instead a very progressive brand. Looking back is essential for a brand that has such a strong heritage to understand more what its spirit is. What makes the A8 D2 an Audi? What makes the TT an Audi? The answer is that there is no single element.

And, in fact, I'm pleased that people, seeing this car (the Concept C, ed.), say, "It's Audi, it can't be anything but Audi." Then there are those who see the R8 in it, those who see something else in it, but it doesn't matter: a reference was not made to design details but to broader elements.

The Concept C is clearly a change of pace. What specifically needed to change, and what should be left behind or perhaps reimagined?

Let's say that Audi is living a moment; indeed, the whole industry is living in a moment of transition. In recent years, the changes in automotive have been enormous. We saw this as an opportunity to reconsider who we are and create transformational programming for the brand.

This is an ideal time to recalibrate Audi values. I heard Gernot [Döllner, CEO of Audi] talk about this philosophy that starts with design and then applies to the whole business: reduction to the essentials, clarity, agility in processes, doing only what is important.

These are values that have actually always been Audi's. So it is an opportunity to restructure the way we work, the culture, the mindset. It's not just about design, it's about so much more.

Audi Concept C (2025)

Audi Concept C (2025)

Photo by: Audi

Does this restructuring of the design speak a universal language? In other words, will this style also be applied to the Audi brand in markets like China, for example?

Definitely yes. We always talk about "one Audi" as there is only one Audi brand. Then it is clear that globality allows you to do some tailoring, that is, to adjust the specifications for markets.

But one Audi is one Audi—it has to be recognized as such all over the world. So this design philosophy will apply to any Audi and any manifestation of the brand.

In recent years, we've seen the Singleframe grille evolve with a more horizontal emphasis—this time, however, there's a shift to a more vertical interpretation. Was this planned from the beginning?

The front view is fundamental: it's identity, it's who you are. We had very interesting conversations with the design team, and what we got was the result of an in-depth study. We really analyzed the evolution of Audi, where it transformed, how it moved relative to the design landscape, and when it was more distinctive, more personal.

The conclusion was that the most recognizable Audi has always been related to vertical elements. So it seemed to us the right evolution to bring back this very strong identity. Above all, in a scenario where many are going in the opposite direction, that is, toward horizontality, this choice gives us an advantage of distinction. Unmistakably Audi, then, something that cannot look like anything else.

Audi Concept C (2025)

Photo by: Audi

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In your previous role, you transformed an icon like the Defender into both a status symbol and a commercial success. Now, in your current role, is there a model from Audi’s past that you’d like to reinterpret in a similar way?

I don't think you can draw a parallel, partly because at a time like this, it's important to talk about the future. Audi has a somewhat more recent history in that respect, so they are two very different things.

Audi has very specific values, which align perfectly with my vision and the vision of the board of Gernot [Döllner]. There is a lot of clarity about what we want to do.

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