Under the leadership of Massimo Frascella, who joined Audi AG last year as Chief Creative Officer (CCO), a new design philosophy is taking shape. The first tangible example of this approach is the Audi Concept C — a two-seater sports car that fuses the elegance of a coupé with the open-air driving experience of a cabriolet, thanks to its innovative roadster-style roof concept.
The Audi Concept C also serves as a tribute to the brand’s iconic TT model, which celebrates its 30th anniversary this year. Inspired by the TT’s clean lines and rounded design language, the concept car presents a vision that bridges past and future. In this sense, Concept C not only revives the innovative spirit of the TT but also represents Audi’s boldest step toward an all-electric future.
Audi describes the Concept C as the embodiment of its new design philosophy, defined by radical simplicity. The new face of the brand stands out with its vertical frame and characteristic four-element light signature, reinterpreting Audi’s heritage in a modern form. The roof concept unites coupé elegance with cabriolet freedom, while the single-body silhouette remains intact. High-quality materials emphasize technical precision in every detail. A minimalist approach strips the interior of distractions, delivering an intuitive user experience that combines hidden technologies (“shy tech”) with solid tactile controls to create an emotional drive.
The Concept C is the first project under Massimo Frascella’s creative direction at Audi, known for his bold approaches to iconic designs. The model symbolizes a radical transformation of the brand’s design language, opening not just a new chapter of evolution but what Audi calls a revolution in design.
Audi CEO Gernot Döllner described the model as more than just a car:
Audi CEO Gernot Döllner
“Audi Concept C is not only a new model but a symbol of a new era in our design and our brand. The iconic TT once elevated Audi to a new position in the design world; Concept C now carries that legacy into the future with an electrified vision. For us, this concept merges the strength of past icons with the clarity and bold simplicity of the future.”
Chief Creative Officer Massimo Frascella added:
Chief Creative Officer Massimo Frascella
“Concept C is the first tangible expression of our new vision. We reinterpreted the lines of the original TT for the future of electric sports cars. Audi’s new design philosophy blends simplicity, emotion, and power. This car is not just a concept — it provides the blueprint for our entire future on the road to production.”
At the heart of the front design lies the vertical frame, from which the car’s entire volume develops. Inspired by the Auto Union Type C (1936) and the third-generation Audi A6 (2004), it conveys a strong presence and identity. The forward-looking interpretation proudly displays the Audi rings, integrating progressive technology. A powerful shoulder line defines the volume of the two-seater, its proportions shaped by a centrally placed battery. For the first time in an Audi roadster, an electrically folding hardtop preserves the seamless body form while offering an open-top driving experience. At the rear, clean surfaces and horizontal bars highlight the car’s sporty character.
Each headlamp and taillight features a new four-element horizontal light signature, ensuring a distinct presence both day and night. The exterior is presented in a “Titanium” color finish — a warm, technical elegance inspired by the brilliance of the metal itself, embodying precision, lightness, and strength.
The interior emphasizes strong surfaces and clean geometry, with a driver-focused layout that also offers space for the passenger. The round steering wheel, detailed with sophisticated tactile elements and real metal Audi rings at its center, becomes the focal point. Materials convey a pure and refined atmosphere, complemented by a titanium-inspired color palette. Natural textures add warmth and quality, while ambient lighting highlights the solid design character.
Technology is ever-present yet never intrusive. Intelligent systems provide a seamless, multi-sensory experience. A 10.4-inch foldable central display adapts to context, offering information only when needed. Combined with tactile controls on the steering wheel and center console, interaction feels precise and intuitive, with everything positioned exactly where expected.
Looking ahead, Audi emphasizes clarity, technical precision, intelligence, and emotion as its core design values. The Concept C represents the starting point of this new philosophy and a defining moment for the brand. It offers a preview of Audi’s next production model while setting the design course for future vehicles.
