Audi Concept C - Static studio shot, exterior, side view, detail

Design and Brand

Design goes far beyond the product at Audi. It shapes Brand, Product and Experiences, creates cultural relevance and gives the brand a clear and unmistakable identity.

Animation of a glittering ring with the words “The Radical Next” in the centre.

The Radical Next

At its essence, Audi is an unmistakable combination of clarity, technicality, intelligence and emotion. These four principles form the foundation of our new design philosophy.

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The Audi Nuvolari viewed from a diagonal angle above.
Nuvolari: Super sports car with 1,001 PS
Audi R26 Concept - Indoor studio shot, exterior, side view
Audi unveils design for Formula 1
Audi Concept C - Static studio shot, exterior, top-down perspective
Audi design philosophy
Massimo Frascella - Chief Creative Officer

“Radical simplicity at the heart of our approach”

Massimo Frascella, Chief Creative Officer

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Biography of Massimo Frascella

Latest Media releases

Audi Concept C - Static studio shot, exterior, side view
Archived content
09/04/2025
audi.com

Strong portfolio, new clarity: Audi at IAA Mobility

Audi Concept C - Chief Creative Officer Massimo Frascella in front of the Audi Concept C
Archived content
09/02/2025
Company

“Radical simplicity at the heart of our approach”

A timeless design icon: The Audi TT turns 25 - The first-generation Audi TT Coupé.
Archived content
05/02/2023
Company

A timeless design icon: The Audi TT turns 25

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Videos

Audi A2 e-tron – Trailer (Studio)
Audi A2 e-tron – Aerodynamics – Animation
The Making of Audi Nuvolari
Audi SQ9 – Interior and illuminated glass roof – Animation
The design of the Audi A6 allroad
The reveal of the Audi Nuvolari – Footage (on location)
As of: 10/14/2026