Audi's New Design Boss Wants To Make Cars Simple Again
Making Audi Distinct Again
Audi has been introducing intriguing new designs with the Concept C and Nuvolari, seen as spiritual successors to the TT and the R8. These designs appear to be highly intentional under the leadership of Massimo Frascella, who became Audi's chief creative officer in 2024. In an interview with the UK's Car Magazine, Frascella shed light on the brand's new design direction, which is built around "extreme solidity" and "absolute simplicity."
These principles can be seen in the Concept C and Nuvolari, with the latter looking so clean and minimalist that it could almost be mistaken for another concept car despite being headed for production. Both cars also carry some of the same bold, design-led appeal as the Jaguar Type 00, perhaps unsurprising given Frascella's previous role at JaguarLand Rover before joining Audi. His goal is ambitious: to help Audi change car design this century in the same way past models like the original Quattro and TT did in the last one.
The Design Formula
Frascella told the publication, "In my view, Audis should exude extreme solidity and absolute simplicity. The secret sauce is the perfect coexistence of radii and tensions, incredibly controlled but never organic, a strong sense of solid metal supported by very precise geometric shutlines."
The chief creative officer said future Audi models will borrow elements from the Concept C, including the "super-precise" wheel arches, scaled-back glass area, and broad-shouldered plan view, among others. Its minimalist interior will also help guide upcoming models, marking a clear contrast with rivals such as Mercedes-Benz, which has leaned heavily into screen-heavy cabins with features like its pillar-to-pillar Hyperscreen.
The Nuvolari, the first production model to showcase Audi's new design philosophy, will be limited to 499 plug-in hybrid twin-turbo V8 units, with reports suggesting a convertible variant could also be in the works.
Beyond The Halo Car
But while Audi's new design direction is interesting, Frascella suggested that the bigger challenge is applying it to the brand's crossover and SUV lineup, including the Q3, Q4, Q5, Q6, Q7, Q8, and Q9, along with a large body-on-frame SUV related to the Scout Traveler. Those models will carry the brand's sales volume, while the Nuvolari is described as more of a "nice-to-have," likely because it functions more as an image-building sports car, much like the R8, which was discontinued in 2024.
Whatever the German marque's future lineup looks like, Frascella appears more interested in collaboration than internal rivalry within the Volkswagen Group, saying he does not believe competition improves creativity.
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This story was originally published June 7, 2026 at 10:15 AM.