Audi Concept C: future design direction revealed

Audi reveals the Concept C as the first expression of its new design philosophy “Strive for clarity,” marking the beginning of a new era for the brand’s electric sports cars.

Audi has opened a rare behind-the-scenes window into the creation of its new concept car, the Audi Concept C, the first tangible expression of the brand’s refreshed design philosophy, Strive for clarity. This electric sports car not only showcases the aesthetics of future models but defines the direction of Audi’s visual and technological strategy.

Following its premiere on September 2, 2025, in Milan, the Concept C continued to attract attention—first in Munich, then online as Audi released a making-of video documenting its development. The film traces the collaboration of designers and engineers from the first sketches to the final reveal.

CEO Gernot Döllner emphasized that Concept C emerged from close teamwork: “A car like this can only be created when people work hand in hand toward a shared goal.”

The project’s core idea is visual clarity. A new vertical frame dominates the front end, recalling historical models such as the Auto Union Type C and the third-generation Audi A6. Meanwhile, the light signature—four horizontal bars in each headlamp and taillight—marks the beginning of a new era for Audi design.

Chief Creative Officer Massimo Frascella calls this approach “radical simplicity,” returning Audi to its roots of minimalism and precision. The Concept C’s cabin follows the same logic: physical controls where users expect them and a 10.4-inch screen that hides away when not in use.

Official technical data remain limited. Audi confirms a rear-wheel-drive configuration, 4.52 meters in length, and a weight of 1,690 kilograms. The car features a retractable hardtop and may share the PPE platform with Porsche. Media sources suggest a range of over 480 kilometers and 800-volt charging capability, though these figures have not been officially verified.

Importantly, Audi presents Concept C not as a showpiece but as a preview of a future production model. Production could take place at the Böllinger Höfe facility in the coming years. Signature elements—the vertical frame, distinctive lighting, and minimalist interior—are expected to influence the next generation of Audi cars.

Industry reactions are mixed but engaged. Some view it as a bold revival of the TT and R8 spirit; others see it as the start of a new aesthetic language for the brand. Yet most agree: Audi is entering an era of visual clarity and emotional minimalism, where design once again speaks with meaning rather than ornament.