Interview
Massimo Frascella: "Reducing everything to the essential means focusing on what truly matters"
Audi chief creative officer Massimo Frascella on the power of design as a catalyst for transformation, design as more than aesthetics and his vision for interiors
When I joined Audi just over a year ago, it was clear that the moment had come to recalibrate and refocus on what defines us – our DNA. The priority was to reclaim the values that have always defined Audi – the relentless pursuit of clarity. This starts with reducing everything to the essential: it means getting rid of the unnecessary and focusing on what truly matters.
We are on a journey to become a design-driven company. In just over a year, we have built something remarkable – not only in what we have delivered, but in how we have come together. From my first meeting with our CEO, Gernot Döllner, I was struck by the clarity of intent and shared belief in what this company could become. That intent has since evolved into a collective vision that spans the entire organisation. The Audi Concept C is the first manifestation of that.
We recognise the power of design as a catalyst for transformation within the business. Our vision is a call to action for the whole company – and is essential for making our brand truly distinctive once again. It is the philosophy behind every decision we make, and we aim to apply its principles across the entire organisation. This commitment is reflected in a significant change that took place upon my arrival: for the first time, Audi Design now reports directly to the CEO.
For all of us at Audi, design is more than aesthetics. It brings everyone together and creates identity and pride. Every time we look at an Audi, we see the reflection of our collective effort. Each detail is intentional, and every role matters. This is why design stands as a visual anchor for our culture and shapes every aspect of the brand experience, every touchpoint. As we evolve, maintaining a high level of consistency across all expressions of the brand – through both product and experience – is essential. At the heart of this vision is design. It remains absolutely central.
Our most recognised models share a common DNA. We didn’t just want to borrow elements from existing models; we took the time to understand the essence of what made those models Audi and translate it into a new form. In a market where many designs are moving in a diff erent direction, this approach delivers two key values: our unmistakable identity and a clear point of distinction. ‘The Concept C really looks like an Audi', I often hear people say – and that is exactly what we aimed for.
In delivering this approach, every detail matters. Take shutlines for example. They play a crucial role – especially in a design anchored in simplicity and the solidity of form, which is quintessentially Audi. These precise cut lines are never arbitrary; they define sections, create character and give each surface a sense of purpose.
Our vision for Audi interiors embodies the same principles that define our overarching design philosophy. Our goal is to create an environment that feels calm yet inviting – where materials and quality speak for themselves. Think real metal components and the signature Audi ‘click.’
We’re also focused on delivering an interface that frees the user from distraction, where technology supports rather than overwhelms. Every element is designed to be harmonious and understated. Technology is a given, unobtrusive and yet functional and present when the customer wants it. Once again, we’re taking deliberate steps to simplify – focusing on what truly matters.
Information appears only when it’s needed – contextually and seamlessly. We aim to use technology to enhance the driving experience, not complicate it. The Concept C’s foldable screen remains hidden until needed, preserving a calm and serene environment free from unnecessary distractions. While this concept is a sports car, the principle will be applied to all future Audi vehicles.
We approach interiors with an architectural mindset – even down to the lighting. Nothing is random, every element is intentional. Light transitions from warm to cool tones emphasise dimensions, volumes, and surfaces, while guiding attention to functional areas. This isn’t traditional ambient lighting, but a system designed to highlight the interior’s structure and the tactile connection with its occupants. We call it ‘architectural light’.
Everything we do reflects our commitment to our design philosophy and its four principles: clarity, technicality, intelligence and emotion. Because, in the end, design isn’t only about how it looks or works – it’s about how it feels.
This interview was originally published in Car Design Review 12. To order your copy, please click here.
