Here is the Audi Concept C, the roadster that marks the stylistic revolution of the German manufacturer

MILAN – Audi chooses the body of an electric roadster to embody its new design vision, and Milan is the location for the international debut of the Four Rings' new stylistic direction. The Concept C, Ingolstadt's new manifesto of the future, debuted in the shadow of the Duomo: a two-seater "targa" with a retractable hardtop, a first for the German automaker. This archetype will also shape the Audis of the coming years, but above all, a road car that will have much in common with this car and will hit the road in 2027.

The new styling cues of the Four Rings are simple, expressing minimalism and essentiality. Purity of form reigns supreme, with precise lines and few frills. At the front, we find the new, vertically oriented grille, modern and striking, yet still echoing some of the brand's historic details: clear references to the 1936 Auto Union Type C, the A6 at the front, and the TT in the pronounced shoulder line. The optical signature, characterized by four horizontal elements, is also highly distinctive. This luminous imprint also returns at the rear, where a sort of backbone replaces the rear window and extends all the way to the tailgate. At the bottom, there is a large diffuser, made of specially treated carbon fiber. The body is aluminum, with a titanium color that lends a distinctive luminosity and a strong visual impact.

"Our vision is a call to action for the entire company and is crucial to making the brand, once again, markedly distinctive," says Massimo Frascella, Head of Design at Audi AG and the man behind the new stylistic direction of the Four Rings. "It is the philosophy underlying every decision we make, and we aim to apply its principles at all organizational levels. We call it 'The Radical Next.' The foundation of this new approach is the answer to a compelling question: how does Audi approach customers? The solution is based on four pillars: clear, technical, emotional, and intelligent. They are and will remain the foundation of everything we do."

Aluminum also returns inside the cabin, defined by geometric shapes and an architectural feel. Here, it's treated in tone-on-tone, lending elegance to the very spacious interior. The steering wheel is round, with physical buttons that complement the present but unobtrusive digital instrumentation. If needed, the 10.4-inch infotainment display can be hidden in the dashboard, enhancing the harmony of the console. Along with aluminum, we also find neoprene and a wool fabric. Also present on the doors, the latter integrates the speakers of the on-board audio system, contributing to a homogeneous sound distribution throughout the cabin.

"Our approach," Frascella continues, "We achieve purity by reducing everything to the essential. We live in a world that is often frenetic and overloaded. Almost everything is exaggerated. The danger of losing our way is greater than ever. Our responsibility is to be better and do what really matters. And the result must always produce emotion."

The future of the Four Rings, therefore, begins with the Portrait in Milan, a future in which the essential will play a leading role: "The way we design our vehicles is how we will shape our company," says Gernot Döllner, CEO of Audi AG. The new design philosophy becomes a corporate principle that will be reflected in the definition of the model portfolio and organizational structure, as Döllner emphasizes: "Reduction is the compass that will guide Audi in the future."