Audi's Concept C Heralds a New Design Direction
- Adam Bernard
- Sep 2, 2025
- 2 min read
I recall seeing the original Audi TT concept unveiled at the 1995 Frankfurt Motor Show — and being a huge fan. I was equally impressed three years later when the production version launched, with clear ties to the original concept — and it has since become an automotive design icon.
The new (and somewhat unimaginatively named) Concept C, unveiled in Milan and scheduled to be showcased at IAA in Munich next week, is an effort to recapture that magic. I believe it succeeds — even if it's been rendered in far too many shades of gray. Notably, this concept is said to showcase design elements that will materialize on all future Audis — a feature that never quite materialized with the TT, which remained a somewhat standalone look in Audi showrooms.
And while "radical simplicity" echoes what some other automakers are pursuing (such as Rolls-Royce's "post opulent" design and Mini's "charismatic simplicity"), the Concept C boasts some interesting features and technologies...
🔸 Vertically oriented grille inspired by the Auto Union Type C (which one assumes is where the vehicle got its name)
🔸 Audi's first retractable hardtop (although the increasing rarity of convertibles in today's luxury market suggests this is a concept-only feature)
🔸 New light signature with four horizontal elements front and rear
🔸 Physical controls from anodized aluminum and a folding center display (but, apparently, not a touchscreen)
🔸 Like the new Polestar 4, there's no rear window
🔸 Six-spoke wheels and thick B-pillar inspired by the original TT concept
Audi has previously stated that they wouldn't showcase a concept not intended for production, so I would not be surprised to see something like this (leveraging the VW Group's new modular SSP architecture) materialize around 2028. And, likely soon after that, we will see Audi production vehicles that reflect this new design. No technical data has been provided yet, but let's hope we hear more next week.