Audi has unveiled the Audi Concept C, an all-electric two-seat roadster that aims to redefine the brand’s design language, and which could also preview an upcoming electric TT sports car successor.
Radical Simplicity in Motion
Unveiled in Milan on 2 September 2025, this concept signals Audi’s shift into sleek, minimalist clarity.
From every angle, the Concept C embodies what Audi now calls “radical simplicity”, a philosophy built around geometric purity, emotional precision, and technical clarity, according to the release.
Central to the car’s identity is the vertical frame, Audi’s reimagining of its signature grille, inspired by the legendary Auto Union Type C (1936) and even the third-gen A6 from 2004.
Its twin-panel, electrically actuated hardtop rocks both coupe-like elegance and open-air allure.
Inside: Clarity Meets Tactility
Inside, the Concept C embraces minimalism without sacrificing substance. Anodized‑aluminum haptic controls, including that satisfying “Audi click,” and a foldable 10.4‑inch center display, offer sleek digital interaction, but nothing feels superfluous.
Audi is calling this “shy tech”—technology that’s always present, never overpowering. Smart, emotional, and intuitive.
Clear Design Vision leaks into Corporate Clarity
This concept is apparently not just a car, it’s a sort of manifesto. CEO Gernot Döllner says that clarity now guides everything at Audi, from design to structure to corporate ethos. The Milan reveal under the banner “Strive for clarity” sets the tone for a bold, focused reimagining of the brand – making this reveal more than about just a new concept.
It’s a full‑scale reorientation, described internally as “The Radical Next” by CCO Massimo Frascella, who emphasizes design as a cultural force, not just a styling exercise.
The Concept C also makes its public debut at IAA Mobility 2025 in Munich, showcased under Audi’s immersive “Feel Audi” experience.
A TT Comeback as an Electric Vehicle?
Now, Autocar released a report adding a lot of context around the concept unveil: Audi is reportedly working on an electric TT‑inspired drop‑top, targeting 2027, and this concept could be fairly close to what the German automaker could bring to production.
It would be positioned as a retro‑styled EV, the car would slot in as a Boxster‑rival, potentially sharing its bones with a Porsche counterpart, which is also going electric.
Audi already retired the TT and the R8—leaving a gap in its two‑door sports car lineage. But according to CEO Döllner, sports cars are still part of Audi’s DNA, and their return is not off the table—especially when the timing is right.
Design chief Frascella has a long‑standing personal connection to the TT—it inspired him as a young designer, and he’s excited about bringing that emotional spark into a new EV concept. But, he cautions, it won’t be derivative. Expect something that captures the essence without cloning the past.
A future electric TT would be Audi Sport’s “emotional compact”, built on the surging wave of electrification, and maybe, just maybe, born from the same radical simplicity that powers the Concept C.
Electrek’s Take
As you know, it’s hard for us at Electrek to get excited about new concept cars, but it does sound like Audi isn’t just sketching a pretty concept here.
The vehicle appears to signal a new design language for the four-ring brand and could even preview a new electric sports car.
If it’s indeed the direction Audi is heading, I like it. It manages to be both retro and futuristic without doing too much. That’s impressive.
I appreciate the minimalism all around, but especially in the interior, where, even though it’s just a concept, it already feels exceptionally refined.
You definetly should make this Audi.
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