Audi is in a bit of bother at the moment. The Q3 sales report reads like it was written by rogue ICE agents, but the decline is all too real. Worldwide sales fell 21% during the third quarter, with China seeing a steep drop in demand. Only one model managed to buck the trend — the surprisingly resilient Audi e-tron GT.

But even in tough times, a ray of sunshine can still pierce the gloom. I could spell out the challenges Audi is facing in detail, but we’re in happy mode today — so let’s skip reality and find comfort in the world of automotive concepts instead.

London, United Kingdom — On this day, Audi lifted the veil off the Concept C, a preview of the brand’s future design philosophy. The concept made its UK debut at an exclusive London event hosted by Audi’s Chief Creative Officer, Massimo Frascella.

“It’s all about radical simplification,” says Frascella. But, personally speaking, don’t expect a direct translation from concept to production. Instead, expect to see elements of the Concept C carried over — perhaps the front grille design and the stark, almost brutalist angular lines that give the bodywork its sombre character.

In truth, most car concepts get lost in translation. Corporate priorities shift, new leadership steps in, and before you know it someone’s saying, “You know, accounts told us we need to make a few cuts. You’re fired. Now get out.”

The Audi Concept C most likely previews a future electric TT or R8. Both models were recently shelved — not because a new iteration was being prepared, but because, frankly, consumers just aren’t buying two-seater sports cars anymore. Unless it’s a Lamborghini, Ferrari, or McLaren… you know the type.