On September 3, 2025, Audi pulled the wraps off its latest vision for the future: the Audi Concept C, an all-electric, two-seat sports car that signals a bold new design direction for the iconic German brand. Unveiled in Milan, the Concept C is more than just a showpiece—it’s a declaration of intent, a glimpse into the next chapter of Audi’s evolving identity, and a pivotal part of its broader corporate transformation. For car enthusiasts and industry watchers alike, this unveiling marks a significant turning point, blending heritage with innovation in ways that are both familiar and strikingly new.
The Concept C stands as the embodiment of Audi’s new design philosophy, which the company describes as “radical simplicity.” According to Audi, this approach strips away the unnecessary, focusing on clarity and essential form. The concept car introduces a new brand face, featuring a vertical grille inspired by the classic 1936 Auto Union Type C. This upright frame, which also integrates the iconic Audi rings and advanced lighting technology, pays homage to the marque’s design history while looking resolutely forward. The Concept C’s unique four-element horizontal light signature—present in both the headlights and tail-lights—provides a visual identity that’s hard to miss, day or night. Audi says this motif will become a hallmark of its future models, ensuring instant recognition on the road.
But what about the car itself? The Concept C is a two-seat electric roadster, designed not for the track but for spirited drives along winding country roads. Its proportions are driven by a central battery layout, which allows the cabin to stretch elegantly toward the rear, giving the car a solid, anchored presence. This design choice also enables the vehicle to offer the benefits of a convertible while maintaining a monolithic, uninterrupted body style. The Concept C features Audi’s first electrically retractable hardtop on a roadster—a two-part system that preserves the car’s sleek silhouette even when the roof is down. It’s a clever engineering feat that bridges the gap between open-air freedom and coupe-like security.
Inside, the Concept C continues the theme of reductionism. The interior is minimalist, dominated by clean surfaces and a titanium-inspired palette. Anodised aluminium switchgear and ambient lighting in natural hues create an atmosphere that’s both technical and welcoming. Physical controls are crafted to offer a satisfying sensory experience, while haptic feedback on the steering wheel and center console ensures clarity and ease of use. The 10.4-inch center display is another example of Audi’s “shy tech” philosophy—it folds away when not needed, keeping the focus on driving rather than distracting screens. As Audi puts it, the goal is to “minimise distractions for the driver” and deliver technology that serves without dominating.
Massimo Frascella, Audi’s head of design, led the creation of the Concept C and brought his own passion for the brand’s history to the project. Reflecting on his early fascination with the original Audi TT, Frascella told Autocar, “In 1998, when the first Audi TT arrived at a dealership in Turin, I took a day off work to just look at the car in peace. I was there for hours, looking at the car from every angle, touching every surface.” That reverence for simplicity and form is evident in the new concept, which many observers have dubbed the “TT reborn.” However, Audi is quick to clarify that the Concept C is not a direct successor to the TT or the recently discontinued R8. As Audi CEO Gernot Döllner told Autocar, “The Concept C is not a successor of the TT. It’s a different segment to the TT—it’s somewhere exactly in the middle between TT and R8. We will come up with a name once the car hits the road as a serious product.”
Indeed, the Concept C is part of an entirely new class for Audi, previewing a production model expected to launch in 2027. The production version, Audi says, will closely match the concept and will be electric only—there will be no internal combustion engine option. “We believe the electric drivetrain is a perfect fit,” Döllner explained. “It’s not a car for the race track—it’s a car for country roads, for performance driving.” This focus on electric performance aligns with Audi’s broader strategy as the company accelerates its transition to electrification and prepares to enter Formula One in 2026.
The unveiling of the Concept C also comes at a time of sweeping change within Audi. Since 2023, the company has been implementing the “Audi Agenda,” a corporate transformation aimed at streamlining processes, products, and structure. The new design philosophy—anchored in the four pillars of Clear, Technical, Intelligent, and Emotional—is a central part of this strategy. As Döllner emphasized during the launch, “Clarity is an ethos and the compass that will guide Audi through the times ahead. Our history is marked by bold leaps in innovation and state-of-the-art technology combined with an uncompromising focus on clarity in design. Our most legendary models perfectly embody this combination.”
Looking ahead, Audi’s product rollout is moving at a brisk pace. By the end of 2025, the brand will have launched more than 20 new models within 24 months, giving it what it claims is the youngest portfolio in the premium segment. The Audi A6 replacement arrived in spring, followed by a new Q3 in the summer, and the Q3 Sportback e-hybrid is set to debut at the Munich Motor Show. In 2026, a fully electric entry-level model will enter production, and new performance models from Audi Sport are in the pipeline. Audi is also investing €8 billion into its German facilities between now and 2029, underscoring its commitment to quality and innovation.
Globally, Audi continues to tailor its offerings to regional markets. Last month, the company introduced a new lineup of vehicles in China, blending electric and traditional combustion-engine options to meet local preferences. However, not all news has been smooth sailing—Audi’s U.S. operations faced a significant hurdle in April 2025, when the company paused vehicle distribution at American ports due to a 25% tariff imposed by the U.S. government. The move highlights the challenges automakers face as global trade policies shift and the industry adapts to new realities.
For now, though, the spotlight remains firmly on the Concept C. With its blend of heritage-inspired design, cutting-edge technology, and a clear commitment to electrification, the Concept C is more than just a concept—it’s a promise. As Audi looks to the future, this striking roadster offers a tantalizing preview of what’s to come for the four rings, both on the road and, soon enough, on the racetrack.
