Audi has revealed an all-electric two-seat sports concept car that embodies the brand’s new design philosophy, the core of which is “radical simplicity.” According to the brand, the Concept C embodies athletic minimalism with a purity of form, precision, and solidity.

More broadly, the concept, which was revealed in Milan and will be on show at the IAA mobility event in Munich later this month, marks the beginning of a new design philosophy and thus a defining moment for the brand. It previews a future production model and will influence other future models.

Tension is created by the interplay of full and restrained surfaces intersected by a single line. These elements are said to define the essence of the architecture.

Among the key elements are a new Audi brand face featuring a vertical frame front that reimagines the brand’s legacy. The vertical frame at the center of the new front, inspired by the 1936 Auto Union Type C and the third-generation 2004 Audi A6, is a progressive interpretation of the brand’s legacy, showcases the Audi rings, and integrates forward-looking technology.

The strong shoulder line defining the volume of the two-seat sports car results from a central-battery layout.

The cabin extends far back and features an electrically retractable hardtop used on an Audi roadster for the first time. It is comprised of two roof elements that allow the vehicle to retain a monolithic shape while also enabling an open-top driving experience.

At the rear are clean surfaces and horizontal slats to underscore the car’s sporty character.

The concept introduces a new light signature featuring four horizontally arranged elements in each headlight and rear light, a design element that the brand says will define Audi’s visual identity during both day and night and ensure an unmistakable presence on the road.

The exterior uses the Titanium color to evoke warm, technical elegance and is inspired by the luster of the metal that embodies precision, lightness, and strength.

Inside, high-quality materials are meant to demonstrate precision in every detail. The interior features strong architectural surfaces and clear geometric forms that ensure space for both occupants while “subtly” placing the driver at the center.

The minimalist design ensures the interior is free from distractions. “Shy tech” solutions and solid haptic controls are meant to create an intuitive and emotional experience.

Audi says that the technology that enables progress is always close by, yet never dominant. The display and operating concept are also aligned with this philosophy.

The 10.4-in foldable center display provides users with relevant information in an intuitive way and in context, tailored to the situation. Together with the haptic controls on the steering wheel and center console, the design is meant to achieve clarity and precision in user interaction.

Physical controls are manufactured from anodized aluminum and designed to provide a tactile experience that reflects mechanical quality through their appearance, feel, and unmistakable “Audi click.”

The steering wheel forms the core of the refined tactile experience. It features a round shape, sophisticated haptic elements, and Audi rings made of real metal in the center.

The color palette is also inspired by titanium and tone-on-tone harmony. Natural materials create a refined, warm, and elevated environment. Indirect ambient lighting with natural hues accurately reveals the materials and enhances the interior design’s evident solidity.

 

Striving for clarity

With the unveiling of the concept in Milan with a “Strive for Clarity” theme, executives emphasized that the new design philosophy is part of Audi’s fundamental realignment and represents a new beginning for the brand. They say that products, processes, and structures will be focused on what is essential while creating space for innovation and technological leadership.

With a design that focuses on clarity, Audi says it is taking a bold step towards a reduced and timeless aesthetic that will continue to differentiate the company in times of increased competition.

“Visionary thinking and a drive to go beyond the familiar are exemplary to Audi,” said Audi CEO Gernot Döllner. “That is why Italy’s design capital is the perfect place to begin a new era.”

The new approach made apparent by the design language meant to embody that Audi stands for distinctive design, uncompromising quality, and sophistication.

“Radical simplicity is at the heart of our approach,” said Audi Chief Creative Officer Massimo Frascella. “We achieve clarity by reducing everything to the essential. This not only applies to the vehicles’ exteriors, but also to their interiors. The latest technological innovations and materials are used precisely wherever they enable new possibilities for customers—and minimal measures have maximal impact.”

For Frascella, this approach is about what makes a car desirable beyond rational experience.

“We want to shape a brand capable of inspiring desire and creating cultural impact,” he said.

The Concept C is the first manifestation of this new design philosophy. The concept car previews the design of future products and a new interior experience, embodying universal design principles: a reduction to the essential, without superfluous lines or elements.

“Our history is marked by bold leaps in innovation and state-of-the-art technology combined with an uncompromising focus on clarity in design,” emphasized Döllner. “Our most legendary models perfectly embody this combination.”

Audi’s quattro all-wheel drive system revolutionized the automotive world. In motorsport, the brand triumphed thanks to powerful engines, innovative materials, and aerodynamic design—a recipe for success that has influenced vehicle development far beyond the racetrack.

A return to what exemplifies Audi and a reduction to the essential play a central role not only in design.

“The way we design our vehicles is the way we will shape our company,” said Döllner. “The new design philosophy is therefore a corporate principle for Audi that will be reflected in the design of the model portfolio and the product range as well as in the organizational structure of the company. Clarity is an ethos and the compass that will guide Audi through the times ahead.”

 

A new beginning and agenda

The presentation of the new design philosophy in Milan represents a new beginning.

“The phase of taking stock is over,” he added. “Now is the time to look to the future and pick up speed. We are focusing on what really matters to set standards in design and quality.”

The brand has been pushing for profound change since 2023 with its Audi Agenda. It is pressing ahead with the implementation to strengthen its innovative capabilities and future-proof its business model.

“We are now seeing initial successes,” said Döllner. “For example, with our model initiative and with our focused portfolio, which enables us to invest in quality and innovation. Or in our business model for China, where we have once again demonstrated pioneering spirit with our new sister brand AUDI.”

The agreement for the future reached by the Board of Management and the Works Council in March also strengthens the company’s future-proofing and competitiveness. Audi is investing around €8 billion in its German sites by 2029.

By the end of 2025, Audi says it will have introduced more than 20 new models within 24 months, making its portfolio the youngest in the premium segment. Following the replacement of core models such as the A6 in spring and the Q3 in summer, it will showcase the Q3 Sportback e-hybrid at the IAA. Next year, further additions will include a fully electric entry-level model, which will be produced in Ingolstadt from 2026, and performance models from Audi Sport.

The brand hopes that the combination of all-electric models, plug-in hybrids, and a new generation of combustion-engine vehicles will secure a robust and flexible position in the core markets of Europe, China, and North America as the transition to electric mobility progresses. It is also working on the next innovation cycle, with strategic partnerships such as that between Volkswagen Group and Rivian to enable innovations to be developed more quickly and cost-efficiently, especially regarding software.

In 2026, Audi will also be entering Formula One, an opportunity for it to test new technologies, materials, and processes in the world’s toughest technology laboratory. In a few weeks, Döllner promised another exciting moment for the brand in that regard.

“We look forward to giving all fans a concrete preview of what to expect from us in Formula One starting next year,” Döllner concluded.