Beginning with a fresh design, Audi introduces Concept C.
In the heart of Italy's design capital, Audi has announced a new beginning with the unveiling of the Audi Concept C. This electric roadster, set to hit the market in 2027, is the first major project of Audi's Chief Creative Officer, Massimo Frascella, and a clear embodiment of the brand's new design language.
Since 2023, Audi has been driving fundamental changes with the Audi Agenda, focusing on essentials, innovation, and technological excellence. The Audi Concept C is a testament to this realignment, showcasing a simplified interior that focuses on essential elements, and a vertical frame design inspired by the Auto Union Type C racing car.
The operating concept of the Audi Concept C combines design minimalism with a wide range of functionalities. The interior experience is designed to minimise distractions, while incorporating intelligent technology. In both open and closed states, the concept vehicle embodies the new design language that Audi hopes will shape the future.
Audi CEO Gernot Döllner presented the Audi Concept C at the International Automobile Exhibition (IAA), expressing his hope to create a new "TT moment" with this groundbreaking design. He further announced that the production of the electric sports car will be taken over at Audi's Böllinger Höfe plant, with the first availability of the vehicle expected in 2027.
However, this new era for Audi comes amidst a challenging time for the automotive industry. Audi has recently announced a workforce reduction of 7,500 jobs, and published the 2024 figures that reflect these changes. Despite these challenges, Audi remains committed to innovation and excellence, as demonstrated by the Audi Concept C.
Massimo Frascella, in his promise of a bold new direction for the brand, has stated that the Audi Concept C is not just a concept vehicle, but a glimpse into the future of Audi design. As we look forward to 2027, it seems that Audi is setting the stage for a new and exciting chapter in the world of automotive design.
