Audi's design revival is called Concept C.

In an increasingly complex and competitive world, Audi has decided to focus on clarity, simplicity, and minimalism in the design of its future cars. "It's a new beginning," said Gernot Döllner, CEO of the company, while Massimo Frascella, director of design, told us that the new roadmap seeks to "shape a brand capable of inspiring desire and creating a cultural impact."

All this at the presentation of the Concept C prototype, unveiled in Milan because for centuries this city has been synonymous with design and few ideas continue to inspire as much as those of the Renaissance.

Avalanche of news

This is exactly what the car seeks, to serve as a bridge between the past and the future, although Audi's present could not be more alive: by the end of 2025, it will have launched 20 new models in 24 months, making it the premium brand with the youngest product portfolio ; the first model of the AUDI brand developed for China in conjunction with SAIC has also seen the light of day, and in 2026 it will enter Formula 1. There is even another variable to consider for brand enthusiasts: whether this prototype paves the way for the return of two recently disappeared icons, the TT and the R8.

The Audi Concept C impresses not only with its matte Titanium paint finish, but also with its athletic proportions and lines that suppress any unsightly elements. It's a unique vehicle that clearly echoes iconic models like the Union Type C or the 2004 A6.

Two-seater and convertible

The new vertical front grille stands out, a reinterpretation of the iconic single-frame grille. The headlights feature a unique light signature of four horizontal elements that will make the new generation of products recognizable both day and night. The rear end, reminiscent of a concept car, emphasizes the width and eliminates the rear window to expose three gills.

Although it's the side view that sets the tone, with a high shoulder height that blends the TT and the R8, and proportions that allow for a central battery placement (because yes, it's electric). The visual interplay offered by the 21-inch wheels, which look like 23 or 24-inch wheels, is noteworthy. And the best-kept secret is revealed at the touch of a button: the retractable roof. Yes, it's a roadster, and the first Audi not to use a soft top.

Cabin

Inside, the minimalist and architectural approach is maintained, free from visual or ergonomic distractions. Configured for two occupants (do we need more details about this being the next TT or an R8?), the robustness and functional immediacy of all the controls and controls are notable. And as the brand told us, "you'll only see what you want to see at any given time," referring to the 10.4-inch central screen, which is hidden until it unfolds at the touch of a button.

The steering wheel epitomizes the tactile experience of Audi, but with a nod to the past: it's round! It features embedded physical controls with that unmistakable mechanical "click" of historic models.

Electrified

Since this is just a first step, information regarding the powertrain remains a mystery. Only that it's electric and built on the VW Group's PPE platform, already used by the A6 e-tron, indirectly leading us to think about the future battery-powered Porsche 718. However, given the direction things are going, it's not out of the question that the production model inspired by this prototype arriving in 2027 could incorporate a hybrid powertrain.

In fact, the next product wave proposes a fully electric entry-level model to be manufactured in Ingolstadt starting in 2026, as well as high-performance vehicles from Audi Sport, with a range of fully electric cars, plug-in hybrids, and a new generation of combustion-engine vehicles.