Audi has unveiled the Concept C, an all-electric roadster that marks a new era in the brand's design. More than just a show car, it's a "design manifesto" and strategic turning point for Audi's overall design direction going forward. The brand calls it "radical simplicity" because it's reminiscent of the TT of yesteryear, but with an entirely new aesthetic and structure.
The Concept C is a two-seat roadster based on a platform dedicated to electric vehicles, with a vertical frame and horizontal four-element lighting signature at the front. The body is sculpturally rigid and unified, with a low stance and a cabin structure that has been moved to the rear, with the battery placed in the center of the vehicle. This emphasizes the sports car's distinctive proportions and center of gravity.
The exterior is boldly sculpted with little ornamentation except for a single character line. Although a convertible model, the hardtop is electrically retractable and maintains a coupe-like silhouette when closed. The rear conveys a technical and understated feel with its horizontal slat structure and clean lines.
Design inspiration was borrowed from the 1936 Auto Union Type C and the third-generation A6, which were modernized and linked by a strong, vertically oriented front end. These design elements will be expanded into a signature identity across Audi's electric vehicles in the future.
The interior is even bolder. The dashboard and doors are architecturally sculpted, and the physical buttons are made of anodized aluminum for a sophisticated tactile feel. Digital elements are minimized. The 10.4-inch display is only exposed when needed and avoids information overload except for basic driving information. This "shy tech" approach is a departure from Audi's traditional cluttered UI.
The steering remains a traditional round steering wheel, emphasizing metallic details and precise tactile feedback. The entire interior is tone-on-tone to match the titanium color of the exterior, with natural material finishes and indirect lighting accentuating the space's solid structure.
Head of Design Massimo Frascella has dubbed the new philosophy "The Radical Next" and says it will be rolled out across all Audi models in the future. "It's time to stop adding everything and think about what we need to take away," he says, emphasizing that "technology is not an end, but a means to progress.
Audi CEO Gernot Herlner also said that "too many model variants and options blurred the brand's identity and confused customers," and that "going forward, we will approach it with a simplified structure and a stronger character."
The Concept C was developed with a production sports car in mind and is targeted for a 2027 launch. It shares a platform with the next-generation Porsche 718 and has a midship structure dedicated to electric vehicles.
