2 September 2025 | Milan/Ingolstadt – At a landmark event under the banner “Strive for clarity”, Audi presented the Concept C, an all-electric two-seat sports car that marks the start of a new era in Audi design. The debut in Milan, one of the world’s design capitals, symbolizes Audi’s ambition to blend clarity, heritage, and innovation in shaping the future of premium mobility.
Leadership Speaks: A Vision for Audi’s Future
Audi CEO Gernot Döllner outlined the broader meaning of this unveiling:
“Clarity, focus, and commitment to implementation – that’s how we are reshaping design and the company. Clarity is not only a design principle, it is our corporate compass.”
Chief Creative Officer Massimo Frascella added:
“Radical simplicity is at the heart of our approach. We want to shape a brand capable of inspiring desire and creating cultural impact.”
Together, these statements underline Audi’s ambition to realign the brand both in design and business strategy.
Design: Radical Simplicity Meets Technical Precision
The Audi Concept C embodies radical simplicity, achieved through the reduction of forms to what is truly essential. Key features include:
- Vertical Frame: The new Audi face, inspired by the 1936 Auto Union Type C and the 2004 Audi A6, symbolizes presence and identity.
- Four-Element Light Signature: A new hallmark of Audi’s visual identity, day or night.
- Titanium Exterior: A color that reflects strength, elegance, and technical precision.
- Roof Concept: An electrically retractable hardtop with two panels, combining the elegance of a coupé with the freedom of an open-top roadster.
- Strong Proportions: Defined by a central battery layout, a stretched cabin, and wide stance.
At the rear, clean horizontal slats emphasize its sporty character, while the shoulder line accentuates its muscular form.
Interior: Emotional Minimalism
Inside, the Concept C continues the philosophy of clarity:
- Geometric surfaces and structured volumes create a timeless, distraction-free cabin.
- Anodized aluminum haptic controls with Audi’s signature “click” provide tactile precision.
- Steering wheel with real-metal Audi rings for heritage touch.
- 10.4-inch foldable central display, adapting information contextually to the driving situation.
- Ambient lighting in natural hues enhances material quality and sophistication.
- Titanium-inspired color palette and natural materials create warmth and elegance.
Audi describes this as “Shy Tech”: technology that is always close by but never dominant.
Corporate Realignment Through Design
The Concept C is not only a design study—it embodies Audi’s broader corporate transformation.
- The Audi Agenda, initiated in 2023, is streamlining processes, sharpening focus, and investing in innovation.
- By the end of 2025, Audi will have introduced 20+ new models within 24 months, giving it the youngest portfolio in the premium segment.
- Around €8 billion will be invested in German sites by 2029, ensuring competitiveness and sustainability.
- In China, Audi is pursuing new strategies with its sister brand, showing global adaptability.
Döllner emphasized:
“The phase of taking stock is over. Now is the time to look to the future and pick up speed.”
Motorsport & Innovation: Looking Ahead
Audi’s Formula 1 entry in 2026 will act as a technology laboratory for materials, software, and performance innovations. This, combined with strategic partnerships such as the one with Rivian, will accelerate the development of new digital and electrified technologies.
Audi’s next innovation cycle will focus on:
- All-electric entry-level models (Ingolstadt production from 2026)
- Performance models from Audi Sport
- Next-gen combustion engines alongside EVs and hybrids for flexible global positioning
Why Milan?
The choice of Milan was deliberate. The city embodies design heritage, creativity, and renaissance thinking—qualities Audi wants to channel into its new beginning. As CEO Döllner put it:
“Visionary thinking and a drive to go beyond the familiar are exemplary to Audi.”
The Trailblazer for Audi’s Future
The Audi Concept C is more than a show car—it is the first manifestation of a new Audi era. With its clarity in design, emotional minimalism, and precision in execution, it sets the tone for future production models and the brand’s cultural repositioning.
👉 Stay with s8cars.com for full coverage of the Audi Concept C at IAA Munich, plus exclusive updates on Audi’s transformation and Formula 1 journey.
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