German automaker Audi is preparing to make one of its most significant design changes in decades—one that goes far beyond styling tweaks. With a focus on electric vehicles, future-ready aesthetics, and market-specific branding, Audi is signaling a clear break from the past.
Earlier this year, the company launched a bold new sub-brand in China called AUDI, showcasing a radically different design language. Now, CEO Gernot Döllner confirms that similar changes are on the way for global markets, including Europe and the U.S., as Audi unveils a new design philosophy intended to shape every model moving forward, reports Auto Blog.
In an interview with Autocar, Döllner shared that Audi will no longer showcase wild concept cars that never reach production. “We won’t show design studies anymore,” he said. “When we show things, [they] will be substantial. Every concept we show will have a product decision behind it.” That means future concept vehicles will be tied directly to real models, not just futuristic ideas.
This change is being led by Massimo Frascella, Audi’s Head of Design. Döllner praised Frascella’s early impact, saying, “He and I agree on a clear vision for Audi design.” The aim is to move forward with clarity, staying true to what makes Audi unique but avoiding designs that recycle the past. “We would look to the future and the strengths of Audi design… not copying the past,” the CEO added.
Audi’s design DNA, such as the bold Singleframe grille and striking LED lighting, has shaped its identity since the 2000s. But today, many automakers have adopted similar looks, especially in the world of SUVs. This has made it harder for Audi to stand out visually. Even new models like the 2026 Q3 and the latest A6 sedan show signs of repeating familiar styling cues from earlier generations.
That’s why this redesign is so important. Audi plans to introduce a completely new concept that will inspire the next wave of production cars across all body types. While the company hasn’t revealed the specific model that will debut the fresh look, many believe it will be a crossover or SUV, reflecting today’s buyer preferences.
Customer Expectations and the Competitive Edge
This design overhaul also reflects how car buyers are changing. Today’s customers expect more than sleek styling and performance, they want vehicles that are sustainable, digitally advanced, and tailored to their lifestyle. From interactive interiors to advanced driver-assistance systems, design now goes hand-in-hand with user experience.
At the same time, competition in the premium electric vehicle space is heating up. Brands like Tesla, Mercedes-Benz (with its EQ line), and Chinese challengers like BYD and NIO are pushing bold new designs and innovative tech that appeal to a younger, more tech-savvy audience. To stay ahead, Audi knows it must look forward rather than lean on its legacy.
CEO Döllner echoed this need for relevance, emphasizing that future concepts will be tied to production—not just imagination. And with Frascella’s design leadership, Audi hopes to craft a new visual identity that stands out in a rapidly evolving market.
Audi is embracing this bold step to make its vehicles more distinctive, modern, and forward-looking. With Frascella leading the design and Döllner focused on production-ready concepts, the future of Audi is about to take a very different shape, one that reflects innovation, not just legacy.
