This 10 Things about Massimo Frascella series stems from an in-depth feature published by Autocar Magazine. Meant as an in-depth take on Audi’s Chief Creative Officer, it delved both into what brought him to Audi and where he plans to take the four rings during his tenure. Using that as a starting-off point, this series aims to highlight the key points while expanding them more in the Audi-specialist context this website aims to provide.
Part #1 began with Frascella’s taproot – the Audi TT (Mk1).
Part #2 focused on his background, broader than simply JLR and involving some TT Mk1 designer icons.
Part #3 took a closer look at his appreciation for the 2000s era Audi range that sold alongside the TT.
Part #4 examined where Audi goes from here.
Part #5 weighs screens versus switchgear.
Part #6 is decidedly not retro
The plan for this series is to cover two installments per day over five days. For this next installment, we examine his shifting of emphasis on touch screens to more focus on the tactile superiority of switchgear.
#7 HOW DOES HE EXPAND UPON CONCEPT C?
How Massimo Frascella expands upon the design introduced by Concept C is the question at hand. In the early 2000s, that first TT inspired but didn’t literally define the A2, A4, A6 and more. Today, there’s even more of a challenge because a two-seater sportscar isn’t exactly a gargantuan 7-passenger SUV… though today’s Audi covers that broad a spectrum.
Shared restraint is apparently the key. “This principle of reducing complexity in the form will be applied to all of them. That’s a way to connect the cars together.”