The man behind the hugely successful Land Rover Defender and more recent Range Rover iterations left the UK to join Audi in the summer of 2024 and since then he has been busy at work setting the German brand on a new design direction — one that isn’t afraid to ruffle a few feathers, it seems. In addition to this, Frascella reiterated what he believes is the importance of "tactility", claiming that “big screens are not the best experience” and that enormous touchscreens that now span the entire width of many modern car dashboards is "technology for the sake of technology". This mix of digital and analogue, the tactility, the perception of quality that is so important for Audi, the precision, the metal parts… we talk about the Audi click.
Author: Leon Poultney
Published at: 2026-01-28 22:00:00
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