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
Part #7 considers how he’ll expand upon Concept C.
Part #8 provides context on the Audi R26 F1 livery.
Part #9 digs Steppenwolf
The plan for this series is to cover two installments per day over five days. For this next installment, he shares his daily driver choice.
#10 MASSIMO’S RS Q8 DAILY DRIVER
Should you spot Massimo Frascella out running errands on his own time, you’ll likely find him driving an RS Q8. Autocar notes it’s the antithesis of subtlety and minimalism and they’re not wrong. Though reserved as measured on the scale of Urus, the RS Q8 is no wallflower, so it may not seem a natural choice for Mr. Radical Simplicity.
“A car with that level of performance needs to communicate that it has that level of performance,” Frascella explains.
That’s good to note. Consider Concept C next to the in-your-face nature of the new RS 5 and Audi performance fans wouldn’t be off-base to voice concerns over future RS cars being perhaps too subtle. Even in that C5 era harked in #3, the RS 6 was unmistakable. Future RS cars need to be unmistakable as well, so Frascella’s affinity for the RS Q8 is comforting to know.