I remember the precursor to the first Audi TT — countless concept studies that explored how its design would shape Audi’s future design philosophy. The TT is now gone, discontinued in 2023 after a few years of declining sales. Yet it has been reborn in the form of another concept car: the Audi Concept C, where hype follows function follows form. As with any concept, its mission is to generate publicity, but in this case, Audi intends to use that attention to signal the changes it plans to bring in the years ahead.

The Audi Concept C is an all-electric two-seat sports car that embodies the brand’s new design philosophy and points toward its future. From every angle, the concept demonstrates Audi’s shift to simplicity — the essence of Audi’s new approach to design.

The fresh brand face features a vertical frame that reinterprets Audi’s legacy, complemented by a distinctive four-element light signature. The roof concept blends the openness of a convertible with the sculptural presence of a monolithic body style.

Inside, strong architectural surfaces and clear geometric forms create a balanced space for both occupants while subtly emphasising the driver.

Physical controls, crafted from anodised aluminium, provide a tactile and mechanical quality — expressed through their design, their feel, and the unmistakable “Audi click.”

High-quality materials showcase precision in every detail, while the minimalist design keeps the cabin free of distractions. Subtle “shy tech” solutions combined with solid haptic controls deliver an intuitive yet emotional experience.

The Audi Concept C captures athletic minimalism through purity of form, precision, and solidity. Its design tension arises from the interplay between bold and restrained surfaces, intersected by a single defining line. Together, these elements shape the very essence of Audi’s future design language.