MUNICH -- Audi's chief designer, Wolfgang Egger, will move to Italdesign Giugiaro, Automobilwoche has learned.
Turin-based Italdesign is owned by Volkswagen Group, like Audi.
Egger, who has led design at the Audi and Lamborghini brands since 2007, will become Italdesign's design chief, according to Automobilwoche.
Germany's AutoBild magazine also reported the move in a release ahead of its publication on Friday.
Marc Lichte, a senior VW designer who was responsible for styling the current Golf, will be Egger’s successor, the reports said.
An Audi spokeswoman declined to comment on the appointments.
Acquired by VW in 2010, Italdesign has been designing and engineering models at facilities near Turin for major carmakers including VW, Fiat and BMW since 1971. VW models mapped out by the company include the first-generation Golf hatchback and the Scirocco coupe.
Cars conceived by Egger that won international awards last year include Audi's A6 sedan for its expressive design language and the A3 compact for interior and exterior designs.
Before joining Audi, Egger held positions at Fiat's Alfa Romeo and Lancia brands.
Egger's move is the latest in a string of high-level departures from Audi. The brand's exterior design boss, Achim Badstuebner, will join Daimler on Jan. 1 to lead Mercedes-Benz exterior design.
Egger's departure, if confirmed, would come six months after Audi's development chief, Wolfgang Duerheimer, was replaced by Volkswagen brand research chief Ulrich Hackenberg.
With some analysts saying that Audi's design had grown stale in recent years, Egger launched a new design strategy in November 2012 to emphasize technology features in auto design with a goal of underlining differences between Audi's passenger cars, performance models and SUVs.
Audi plans to create a more distinctive image for high-end models and sportier vehicles, a source with direct knowledge of the matter told Reuters.
An effort by the VW-owned brand to overtake BMW as the No. 1 in global luxury car sales risks stalling without a new technology drive.
Reuters contributed to this report