Audi Reveals Striking New Design Language
- Editor OGN Daily
- 13 hours ago
- 2 min read
It's a radical new styling direction that the German automaker says will apply to all of its upcoming cars.
The Concept C was revealed at a dedicated event in Milan, as the first step in a complete design and strategy rethink for the company. This new design - which has various cues from the now discontinued TT sports car - is confirmation that the firm will make a grand return to the segment with a compact, electric two-seater that blends futuristic cues and technology with elements of historic Audi models and a focus on driver engagement.
The Concept C - a name that references both Audi's renewed focus on 'clarity' and the 1936 Auto Union Type C grand prix racer from which it takes inspiration - is a statement of intent from new head of design Massimo Frascella, who aims to make the brand "truly distinctive again" with his radical new styling direction. As revealed in this retro EV drop-top.
As a design showcase, the Concept C introduces several new features and cues that will be rolled out across the Audi line-up in due course, but it is intended as more than a mere show car - and Frascella told Autocar it will make production in almost this exact form in two years' time.
Click to enlarge. All images courtesy of Audi.
"The car that you see here is a preview of a production car - almost literally," he said, confirming 2027 as an expected launch date.
In taking inspiration from the Type C and original TT, Audi is seeking to leverage its heritage as a means of strengthening its identity in an increasingly competitive market. There is no word yet on performance or pricing.