Concept with production intent to be shown this year, the first Audi under its new design boss
Audi is set to reveal a new concept car later this year that will preview an all-new look for the brand under design boss Massimo Frascella.
Frascella joined Audi from JLR 18 months ago and his impact on the German brand will be seen for the first time before 2025 is out, CEO Gernot Döllner has confirmed.
Döllner did not reveal the size or type of car the concept would preview but did say that Audi would only produce concept cars that have true production intent and it would be “a bold step” for the brand and its design.
“We won’t show studies anymore,” said Döllner. “When we show things, [they] will be substantial. Every concept we show will have a product decision behind it.”
The new design for Audi “would look to the future and the strengths of Audi design, for clarity and to bring that to the future, not copying the past”.
While the new look would take some time to make its way to the road, perhaps 2028 at the earliest working on a three-year production cycle, Döllner said the new Audis in the meantime – the brand is in the middle of rolling out 20 new cars over three years – are machines he is “positive about and excellent products” but “we need a bigger step as a brand”.
Döllner praised the impact Frascella was having on Audi and said that the pair of them had “a clear vision for Audi design”.
He added: “I’m really happy and impressed with that already he has brought on in a year at Audi.”
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