"Massimo Frascella sits down across from me with the measured calm of someone who has learned to find clarity in chaos. It's the eve of one of the most significant moments in Audi's modern history. Tonight, the brand will reveal its Formula 1 entry to the world. Tomorrow, the automotive press will dissect every surface, every line, every strategic implication. But right now, in this moment, Frascella is fully present."
""We have so much going on and it's a very exciting time," he says when I ask if he's still taking it all in. The understatement is characteristically Italian. There's so much happening simultaneously at Audi under his creative direction that parsing it into a single narrative almost feels reductive. But when I push him on what the single point of focus is right now, his answer is immediate."
""Well, for me personally, it's part of the journey that I'm having at a personal level within the broader business," he explains. "It's like a third act after what we've been presenting in Milan and in Munich. So this is sort of a next act that expands. It broadens the whole business towards Formula 1, which is a huge, huge universe.""
Massimo Frascella sits with measured calm, finding clarity in chaos on the eve of Audi's Formula 1 reveal. Audi prepares to show its F1 entry, with the automotive press poised to inspect every surface, line, and strategic implication. Frascella emphasizes presence and focus on the immediate moment while expressing excitement about the opportunity. He frames the F1 entry as a 'third act' in a broader journey following showcases in Milan and Munich. The move broadens Audi's business toward motorsport, expanding design ambitions and brand narrative under Frascella's creative direction.
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