Audi Concept C and the new design vision unveiled in Milan

Audi presents the Concept C in Milan, showcasing a new design philosophy focused on clarity and radical simplicity, previewing future models and strategy.

In Milan, Audi unveiled the Audi Concept C, marking the beginning of a new design philosophy known as “Strive for clarity” and “The Radical Next.” More than just the debut of an electric sports car, the event symbolized a broader realignment that reaches deep into the company’s structure.

Clarity and radical simplicity stand at the core. CEO Gernot Döllner stressed that minimalism will serve as Audi’s compass in the years ahead, guiding not only the design of future models but also the processes and corporate culture. Chief Creative Officer Massimo Frascella explained that design is meant to shape experiences that inspire emotion and cultural impact. For him, the essence lies in geometric clarity, clear proportions, and the elimination of distractions.

The car itself embodies this philosophy in every detail. Concept C is a two-seat all-electric sports car with a central battery layout. Its body, finished in Titanium, is defined by a vertical frame inspired by the iconic Auto Union Type C, setting the architecture for the entire silhouette. A new four-element light signature will become part of Audi’s visual identity. The electrically retractable two-piece hardtop, a first for an Audi roadster, allows for open-air driving while preserving a monolithic form. Inside, the minimalist atmosphere is reinforced by anodized aluminum controls with the distinct “Audi click,” a foldable 10.4-inch display, and a functional layout that combines tactile quality with digital precision.

The strategy extends well beyond design. Audi has already launched more than twenty new models within 24 months, including the Q3 Sportback e-hybrid, set to appear at the IAA in Munich alongside Concept C. Looking ahead, the company plans a fully electric entry-level model from 2026, as well as new performance cars from Audi Sport. At the same time, Audi will invest around eight billion euros in its German plants by 2029, reinforcing its production base.

Transformation is also global. In China, Audi has introduced a sister brand called AUDI (without the four rings), developed with SAIC to deliver localized products. Globally, the joint venture with Rivian focuses on next-generation electronic and software architectures, underlining Audi’s ambition to strengthen its technological foundation.

Motorsport plays a symbolic role in this vision. In 2026, Audi will enter Formula 1, using the championship as a technology laboratory. Preparations are already underway, and the program ties directly into the company’s broader focus on innovation.

The debut of Concept C in Milan therefore went far beyond the presentation of a single vehicle. It revealed Audi’s commitment to clarity, simplicity, and emotional resonance as guiding principles not only for design but for the company’s future strategy as a whole.