Audi’s head of design, Massimo Frascella, has made it clear: the future of Audi will stand out with vertical grille designs, replacing the familiar wide horizontal look. Frascella believes that these upright elements give every Audi a unique identity, making the brand easy to spot even in heavy traffic.

While other luxury carmakers are moving toward ever-wider grilles, Audi is choosing a vertical direction, creating an impression of sleekness and mechanical agility. But there is no one-size-fits-all here—the vertical grille will be adapted for each model line. Small A-series cars will look distinct from sporty coupes or large sport utility vehicles. Even with these differences, a thin thread of identity will link every Audi, balancing unique proportions, signature lines, and lighting details. According to Frascella, every car should have its own character, and Audi plans to tailor the shape of the grille to match the dynamic profile and size of each model.

Audi knows this radical new face might split opinions. Some will love it as a symbol of progress, while others may see it as a dramatic break from tradition. But Audi is betting big that a daring design is the only way to stay on top as competition heats up from new electric rivals.

It is not just about looks, either. The new grille will act as a hub for hidden radar sensors and cameras that power Audi’s advanced driver assistance systems, all while staying invisible. The vertical shape also improves airflow at the front of the car, helping boost battery range in electric models and reducing noise at high speed. Digital lighting tech will take center stage, too, with signature light patterns that welcome drivers as they approach the car. Whether this fresh design turns into a global icon or stirs debate, it is clear that Audi’s next chapter will look very different—and might just set a new trend for the industry.