Massimo Frascella, Audi’s current head of design, embodies a rare story of automotive passion fulfilled. His journey to leading one of the industry’s most influential studios began with a formative experience: an early obsession with the original Audi TT.
From Turin Dealership to Ingolstadt’s Studio
In 1998, Frascella, then an aspiring designer, took a day off to visit an Audi dealership in Turin and see the newly launched TT. Little did he know that this encounter would shape his 27-year career, culminating in his appointment as Audi’s design chief. He recalls that the TT was so captivating, he spent hours studying it in person—a testament to its rule-breaking appeal.
Over time, his peers recognized his talent and predicted his eventual move to Audi. Frascella’s early work consistently drew comparisons to the brand’s aesthetic, with people often telling him, “You should work for Audi.” This prediction came true, as he moved through roles at Bertone, Ford, and Kia, refining his skills on models like the Lincoln, Mercury, Sorento, Sportage, Rio, and Soul.
A Proven Track Record of Revival
Frascella’s career highlights include a tenure at Jaguar Land Rover, where he rose to become head of design for both brands. Most notably, he spearheaded the critically acclaimed revival of the iconic Defender. His success demonstrates an ability to modernize legacy models while maintaining brand identity—a skill Audi will undoubtedly leverage.
The TT’s Lasting Influence
His appointment at Audi is widely seen as the realization of a decades-long vision. Frascella’s first major project, the Concept C, is a clear nod to the TT’s design language. He points to the original car’s simplicity and clean lines as key influences but emphasizes that the TT represented a broader trend within Audi: a commitment to minimalist, yet striking design.
Frascella’s story highlights how formative experiences can shape an entire career. His passion for the TT has translated into a leadership role, positioning him to redefine Audi’s aesthetic for a new generation.
