And then Massimo Frascella brings the new Audi Concept C straight to the ramp CarWash. The conversation is about why Audi is showing a striking face again, what radical simplicity has to do with real luxury and the realisation which position in football is the best preparation for the job of chief designer.

Location: Audi Design Centre, Ingolstadt. The hall is spacious and flooded with light thanks to the generous glass façade. The Concept C – a sculpture made of matt metal – stands in the middle of this minimalist, technoid silence. The concept marks a radical turning point for Audi. It is far more than a mere design study; it functions as a physical manifestation of the new brand values and provides a concrete preview of series production from the end of 2027. Massimo Frascella looks relaxed. He is wearing a dark-coloured long-sleeved shirt, his sleeves are rolled up and he strolls towards the car with a metal bucket in his hand. A moment between high-end vision and the tangible ritual of washing.

Mr Frascella, hand on heart – when was the last time you soaped up a car yourself?

(laughs) It’s actually been a while. I usually see the cars under the perfect LED spotlights in the studio. But there’s something meditative about it, isn’t there? You feel the surfaces in a completely different way when you run your hand over them.

Before we reach for the sponge: You used to play football at a good level. Which position?

I was a midfielder. But not the box-to-box type who only runs. More of a passer. A playmaker. Not the fastest, but someone who runs the ball. You have to read the game, know where everyone is before the pass comes.

Was that good preparation for your job?

In a way, yes. It’s not just about finishing, like a striker. You need to have an overview of the whole pitch. You have to read the movements and the game. I never thought about it like that, but the analogy is spot on.

Is the story about you and the clarinet that you somewhat misappropriated actually true?

Yes, it’s true, my father was given an expensive clarinet that he never played. I really wanted a drum kit. So I swapped the clarinet for a drum set in the shop. We even recorded a CD later. Here at Audi (…)

→ Read the full interview in ramp #70 – Fair Enough!

Interview: Michael Köckritz
Photos: Matthias Mederer – ramp.picture

ramp #70 Fair Enough

Sometimes it seems as though the world has decided to make everything a little more complicated than necessary. These days, a cappuccino needs seven adjectives. A car needs twelve driving modes. And lately, even a walk has to be tracked. Meanwhile, somewhere, a Brit stands at the bar, raises his eyebrows with a smile, and says, “Fair enough.” Find out more