All Future Audi Models Will Feature This Distinctive New Grille Design
The German automaker is embarking on a significant visual transformation under the leadership of Massimo Frascella. He took over as the head of design in the middle of 2024 and is already steering the brand in a new direction. The famous wide trapezoidal Singleframe grille is being retired to make way for a completely different geometry. This fresh look made its debut on the ‘Concept C’ vehicle which previews the electric successor to the iconic ‘TT’. This decision marks the first major stylistic shift since the departure of former design chief Marc Lichte.
This new design language features a high and almost vertical central surface. It stands in stark contrast to the low and stretched air intakes seen on current roads today. The shape pays homage to the legendary Auto Union racing cars from the 1930s. Designers aim to capture a sense of verticality that has been missing from modern automotive styling for a long time. The goal is to separate the next generation of vehicles from the horizontally oriented faces of the past decade.
Internet reactions to the reveal have been swift and divided. Many social media users have pointed out that the narrow upright shape resembles a toothbrush mustache. Despite the creation of various memes and some negative feedback regarding the “infamous” shape, the manufacturer is standing by this bold choice. Executives believe that this distinctive face will become a defining element of the brand’s identity in the electric era. The company sees this polarizing reaction as proof that the design is memorable and distinct.
Frascella brings a philosophy of reductionism to the German marque. His previous work includes the smooth and uncluttered designs of the Land Rover Defender and Range Rover Velar. He intends to apply this same simplified approach to future models by removing unnecessary decorative lines. The new upright grille acts as the anchor for this cleaner aesthetic. It eliminates the need for complex vents and aggressive angles that often clutter modern car fronts.
The head of design has clarified that this vertical motif will serve as a common thread across the entire lineup. The implementation will be modular rather than identical on every vehicle produced. A compact city car will feature a different interpretation of the upright mask compared to a large SUV or a sports car. This approach ensures that each model retains its own character while remaining instantly recognizable as part of the family. The days of the “Russian doll” strategy where every car looked the same are ending.
This shift represents a clear break from the established norms of the luxury car market. It also signals a move away from the aggressive and over-styled vents that have dominated the industry recently. The new focus is on cleaner lines and a connection to the company’s rich heritage through the Auto Union reference. Drivers can expect to see this new face rolling out on production models in the very near future.
Do you think this retro-inspired vertical design is an improvement over the current Singleframe look so please let us know your thoughts in the comments.
