Audi recently unveiled a stunning new concept car that not only previews what a future battery-powered sports car could look like but also kicks off a tectonic shift for the German luxury brand. Aside from evoking the legendary Audi TT, this refreshingly elegant vehicle debuts a new design philosophy, one that is, paradoxically, inspired by the automaker’s distant – and not-too-distant – past. In both cases, the company should move forward, build a production version of this vehicle, and implement their new design language across the entire product range as quickly as possible, and here’s why.
Called the Concept C, this show car is an all-electric two-seater with an electrically retractable hardtop, a first for an Audi roadster. With the unfortunate discontinuation of both the TT and R8, the company doesn’t really have a fun, open-air model in its sprawling lineup, but if sized correctly and engineered for engagement, the production version of this design study could fit the bill perfectly, replacing both of those models with a single product.
Audi really hasn’t shared any technical details about what powers this vehicle, though the Concept C is all electric, which implies the car will have huge amounts of torque right off the line. Beyond that, with EVs, it’s also super easy to incorporate all-wheel drive for added performance and traction; just add an additional electric motor or two.
We don’t know what powers this vehicle, though Audi did note that the Concept C does have a centrally mounted battery, ostensibly instead of a pack fitted under the floor. This engineering choice could limit the battery’s overall capacity slightly, reducing range, but the tradeoff is that the vehicle could sit appreciably lower than other EVs. This would provide sexier proportions while also potentially improving aerodynamics.
Aside from filling a hole in Audi’s lineup and offering customers something unique, another reason this show car should be built is that it’s absolutely gorgeous. With simple forms, dashing proportions, and intricate detailing, the Concept C could easily be a 21st-century version of the groundbreaking first-generation Audi TT. Unveiled as a design study way back in 1995, this sports car really wowed, and ultimately entered production just a few short years later. The TT went on to become an automotive design legend thanks to its all-around tastefulness. As presented, the Concept C could do the same for a whole new generation of drivers.
Heritage is a huge part of this car’s styling. Up front, the Concept C’s grille (yes, it’s technically not a real grille, rather, it’s a solid slab accented by some subtle vertical lines. This is because EVs don’t have the same cooling requirements as combustion-powered cars and trucks do) may have an iPad-like aspect ratio, but the shape of this component was actually inspired by something rather unexpected: the Auto Union Type C racecar from way back in 1936. Just look at the front ends of both vehicles and the resemblance is obvious.
Automakers have no trouble borrowing features and styling cues from historically significant vehicles, but in the 21st century, it’s incredibly rare for them to reach all the way back to the 1930s, making this handsome and extremely well-integrated design cue incredibly cool. Beyond that, this show car’s front end also draws inspiration from the third-generation A6, which debuted around 2004 and featured the brand’s new – and controversial – singleframe grille.
Speaking of the A6 from 20 years or so ago, this car is from the golden age when Audi was famed for its super-clean, almost minimalist designs, an ethos they’ve drifted far from. Modern Audis, while still generally attractive, have gotten far busier than they used to be, just like practically every other vehicle.
With the Concept C and the design language this vehicle debuts, the four-ring brand is signaling that it’s going back to its not-too-distant past, a time when its vehicles were elegant and understated. Doing this could be a fantastic way for Audi to set itself apart from traditional rivals, including BMW, Mercedes-Benz, and Lexus, but also the rest of the automotive industry.
The Concept C also features a few TT-inspired touches for good measure. The podded, door-mounted sideview mirrors are short and wide, mounted to upright little columns, just like on the first-generation TT. The arching roofline that terminates far to the rear of the vehicle, and the shape of the daylight opening (or DLO in car designer lingo – basically, the side glass of a vehicle) also bring to mind the TT, though the Concept C’s side glass is slightly different; there’s no triangular pane at the base of the A-pillar, and the pieces behind the main side windows are body-colored inserts, not panes of glass.
The Concept C effortlessly cuts through the clutter that is today’s automotive design. To do this, the machine embraces a theme that Audi describes as “radical simplicity.” Accordingly, the Concept C’s exterior is almost impossibly clean and elegant, free of tacked-on trim and superfluous swoops or creases.
Summing things up, “The Audi Concept C marks the beginning of a new design philosophy and thus a defining moment for the four rings,” the automaker pointed out in a media release. “It previews a future production model and will shape further models beyond that.”
Flanking its grille, the Concept C’s front end is also embellished with narrow, leering headlamps that are comprised of four separate lighting elements, potentially another upcoming signature Audi design element. For consistency, this theme is carried through to the vehicle’s rear, where the taillights feature a similar motif, neatly tying both ends of this concept together.
The backside is super clean as well, complete with what appear to be very wide hips courtesy of the tapering roofline. Aside from a few cutlines, the hint of a diffuser in the lower fascia, and some horizontal vents instead of a traditional back window, there’s not much going on here, and that is incredibly refreshing. The busiest part of this car’s rear is possibly the Audi logo, which is mounted prominently in the center.
Finally, another reason the Concept C should be built is that its interior is absolutely gorgeous. Every bit as clean as this car’s body, the cabin is also a return to form for Audi. Back during its heyday 20 or 30 years ago, this automaker was famed for the quality of its interiors, which were nicer and more tastefully designed than what you got in comparable vehicles. Since then, Audi has slipped compared to rivals, but not anymore.
This concept features a simple, unadorned horizontal dashboard complete with some touch-sensitive climate controls fitted to a trim piece that runs across the car. As expected in 2025, there’s a digital instrument cluster, but unlike other cars that have a tablet computer hot-glued to the dashboard, this display is perfectly integrated into its surroundings. Similarly, there’s also a 10.4-inch touchscreen for the infotainment system, though this panel is only visible when needed, because it can be folded away for a cleaner look.
Enhancing the experience, this Audi also features anodized aluminum components for a premium look – and feel – there are honest-to-goodness physical controls, and the buttons make the brand’s signature “click” when operated, a crisp snapping sound that is quite unique. Even the Audi rings on the airbag cover are made of real metal, further elevating the experience.
From the technology to the materials to the features, everything about this cabin impresses, which is another reason why Audi should start building a production version of the Concept C sooner rather than later. It may only be a design study, but there’s so much to love about this car.
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