Akmal Azhar
A New Design Philosophy Takes Shape
Audi’s CEO, Gernot Döllner, has confirmed that a bold new design direction will make its debut later this year, ushering in a visual transformation for the brand. The first concept car, shaped under Audi’s new design chief Massimo Frascella, is set to be revealed before the end of 2025. This concept will mark the beginning of a new era in Audi’s aesthetic language.
Massimo Frascella’s Vision of Simplicity and Emotion
Frascella, who joined Audi from Jaguar Land Rover about 18 months ago, is bringing a design philosophy grounded in clarity, simplicity, and timeless emotional appeal.
According to Döllner, this upcoming concept is not a retrospective tribute but a bold look forward. It represents Frascella’s vision for a clean and expressive future, aimed at reinforcing Audi’s design identity in a fresh and modern way.
No More Empty Concepts—Only Production-Oriented Design
Döllner made it clear that Audi will no longer present show cars with no future. Every concept from this point forward is intended to preview production models.
This signals Audi’s shift away from creating abstract or experimental designs just for show. Instead, it will focus on real, buildable vehicles that communicate Audi’s renewed commitment to design authenticity and innovation.
What to Expect from the First New Concept
Details about the vehicle itself—whether it’s a sedan, crossover, or something else—remain tightly guarded. However, Döllner promises a “bold step” both in visual identity and brand character.
The new concept will embody the values Frascella champions: emotionally resonant, clear in its lines, and uncompromisingly modern.
Long-Term Rollout Through 2028
While the first concept will preview the next chapter in Audi’s evolution, a full transition across the model range will take time. Audi typically follows a three-year development cycle, meaning the new design language will be phased in until around 2028.
In the meantime, the company continues to launch new products, with twenty models already in the pipeline through 2027. Döllner describes these upcoming models as strong contenders in the market, though he admits the design language needs a deeper transformation.
Frascella’s Early Impact and Audi’s Future
The CEO praised Frascella’s leadership and influence, noting that the early collaboration between design and executive leadership has already yielded exciting results.
As Audi prepares for a future increasingly defined by EVs and high-tech interiors, the new design language will be crucial in keeping the brand emotionally engaging and visually distinctive
Yusri Ng
