The unveiling of the Audi Concept C marks a monumental moment for the brand, ushering in a new chapter under fresh leadership with innovative ideas that promise to reshape the very essence of Audi vehicles. The Concept C is not just another concept car; it serves as a pivotal reset for future designs, hinting at an exhilarating all-electric roadster that Audi is currently crafting. While excitement brews over the future, for those longing to own a piece of Audi's illustrious past, the beloved Audi TT can be snagged for as low as €10,000 through various resale avenues. The Concept C embodies a bold vision—it's a true clean-slate design that forges its own identity, while deeply rooted in Audi’s rich heritage. Audi draws inspiration from its historical racers, particularly the legendary Auto Union Type C from the 1930s and the beloved TT. The striking, narrow grille and simplified lighting design pay homage to the bold spirit of the Type C, featuring a minimalist four-line graphic that evokes Audi’s iconic four-ring emblem.
A defining design characteristic that pays tribute to the original TT is the advanced windscreen that seamlessly slips beneath the bonnet, culminating in two perfect arcs at its peak. But the treat doesn’t end there; the Concept C boasts a stylish folding hard-top that elegantly reveals a minimalist interior. The car's sleek silhouette bears a resemblance to the famed R8. Despite this familial resemblance, the Concept C features a shorter wheelbase and extended overhangs, typical of compact mid-engined cars rather than purebred supercars. An intriguing homage to the second-generation R8 can be seen in the design of its outlined rear ‘window’—a feature that, although uncertain for production, adds an exciting layer to the concept's visual narrative. At the rear, the design is deliberately understated yet dramatic, with subtle nods to the Type C racer through impeccably formatted narrow slats. The six-spoke wheels and subdued silver paintwork offer an elegant callback to the original TT, and the production variant is promised to inherit much from this striking concept, with 90 percent of what we see likely translating to the final form.
Now, let’s talk about the badge. The recent shift in Audi's logo to a sleek, grey flat design caused a stir, but the one adorning the Concept C has embraced a brushed metal finish, blending modernity with luxury. Inside, the ethos of pared-down design continues, with each line and material carefully chosen. Expect a rich interplay of warm grey fabrics, supple leather, and polished aluminium, creating an inviting ambiance. The digital interfaces are refreshingly understated; the main infotainment display discreetly folds beneath the dashboard, appearing almost minimalistic when stowed. This clever design gives the impression of a singular display just ahead of the driver. Moreover, positioned strategically above the main driver’s display is a narrow screen dedicated solely to showing speed, allowing for a screen-free driving experience when desired. Numerous accent touches of aluminium enrich the interior, including grab handles that evoke a sense of industrial chic, and a cleanly designed, perfectly round steering wheel.
In essence, the Concept C represents a two-seat electric sports car that is slated to enter production in 2027. Audi’s CEO, Gernot Döllner, has emphasized their commitment to only revealing concepts with a clear product decision backing them. Meanwhile, Porsche is reportedly making significant headway on its electric 718 sports car platform, potentially providing a robust foundation for Audi’s future offering, ensuring there’s not too much of a wait for enthusiasts. This innovative architecture will feature batteries arranged strategically behind the driver to achieve optimal weight distribution, closely resembling the experience of driving a mid-engined sports car. Such layout allows for an exhilarating driving position, much lower in the chassis compared to conventional methods.
While the electric sports car market remains an uncharted territory, Audi’s collaboration with Porsche could ease developmental burdens and share costs between the two brands. Beyond the politics of car design, the Concept C is a bold declaration from Massimo Frascella, Audi's new chief design officer. Known for revolutionizing the modern Range Rover at Land Rover, Frascella is leading Audi in a departure from the overly complex designs of the past. The Concept C epitomizes this shift, showcasing a refined and sophisticated design vernacular that promises an elegant future for Audi. The challenge lies in crafting a design language that resonates amidst fierce competition, requiring a deep connection to their nearly century-long heritage. As the automotive landscape evolves, Audi is poised to redefine its identity with electrification and digital integration, all while leveraging its iconic design history. Expect the first fruit of this endeavour, the groundbreaking all-electric sports car, to hit the roads in 2027—the dawn of a thrilling new era for the brand.