With its ‘C’ concept, Audi is presenting its new design philosophy, which aims to redefine how the company will design its future products. Massimo Frascella (*), the brand’s design director, discusses this welcome shift toward greater simplicity and what this new design language means.
About a year after your arrival in Ingolstadt, you presented a new design philosophy. Tell us more about this new vision.
“Our vision is a call to action for the entire company and is essential to making our brand truly distinctive again. It is the philosophy behind every decision we make, and we want to apply its principles throughout the entire organization. We call it ‘The Radical Next.’”
So design is once again becoming a driving force for Audi ?
“Exactly! We’re talking about design in its broadest sense: it encompasses all aspects of the Audi experience. We want to shape a brand that inspires desire and has a cultural impact.”
Is the famous slogan Vorsprung durch Technik still relevant today?
“Of course! In the 1980s, when the Audi 100 quattro climbed a ski jump, it was a symbol of technical progress and the desire to make the impossible possible. For us, technology is a means to progress, not an end in itself. We don’t want to hide it or push it to the forefront: it should inspire without being dominant. For Audi, technology is a given, discreet but functional and there when the customer wants it.”
The Audi TT has fans all over the world. You have a very special personal relationship with this car…
“That’s true. In 1998, when the first Audi TT arrived at a dealership in Turin, I took a day off work so I could take a good look at it. I stood there for hours, looking at it from every angle, touching every surface. The staff probably thought I was crazy. But for me, the TT was more than just a car. It was a message: you don’t have to shout to be heard. You don’t have to overdo it to assert yourself. You just have to be clear. And, more importantly, have the courage to follow through.”
The word “clarity” appears in your official speech. What does it mean to you?
“Radical simplicity is at the heart of our approach. We achieve clarity by reducing everything to the essentials. We live in a world that is often noisy, fast-paced, and overloaded. Almost everything is exaggerated. The risk of losing your way is greater than ever. Our responsibility is to be better and do what really matters. And the result must always be an emotion. Audi is an inexplicable harmony between technicality and emotion, where the rational and the irrational coexist.”
What is the core of this new direction for the brand’s design?
“First and foremost, it is a response to an important question: how does the customer perceive Audi? Our answer is based on four principles: clarity, technicality, intelligence, and emotion. These principles form the foundation of everything we do.”
Is this concept just a warm-up, or will it dictate future productions ?
“The Audi Concept ‘C’ is a tangible interpretation of the new design philosophy, a symbol of the determination that will transform our company and the entire brand. It is the first manifestation of ‘The Radical Next’. It is typically Audi. The proportions, surfaces, and details have been clearly developed and represent a confident expression of the brand’s identity. It reveals a clear, sculptural presence with a strong sense of solidity, without distractions, defined by tension and pure form.”
(*) Massimo Frascella, pictured below, has been Audi’s Head of Design since June 1, 2024. He oversees the areas of exterior and interior design, colors and materials, user interface and user experience (UI/UX design), sports car design, and overall design strategy. Massimo Frascella learned the craft of automotive design at the legendary Italian studio Stile Bertone. His career then took him to Ford Motor Company in the UK, Lincoln/Mercury, and then Kia in California, USA. In 2011, Massimo Frascella joined Jaguar Land Rover, where he held management positions and, most recently, the position of design director for these two brands rich in tradition.
