The Audi Concept C design study previews a possible return of the Audi TT sports coupe formula. Though this one may not use petrol power.
Sounds complex. Can you explain?
OK. Since the TT went out of production two years ago, Audi has also killed off its R8 supercar, which means it is the first time in the 21st century that the German manufacturer has been left without a dedicated sports model in its range.
But while this Concept C vehicle takes visual inspiration from the Audi TT, it's theoretically going to go on sale largely unchanged in 2027 as a vehicle sitting between the former TT and R8 models in size, pricing and performance. That's why Audi's CEO, Gernot Döllner, said that if the Concept C does go on sale within the next two years as planned, then it would not wear the TT nameplate because it's a larger and grander machine than that Golf-based predecessor.
Its look will also inform all of Audi's products going forward, and it will likely be related to the forthcoming all-electric Porsche Boxster and Cayman replacements - hence why the show car has an opening roof, which features the first retractable hard-top mechanism yet seen on an Audi convertible or cabriolet.
So future Audis are going to look like this, are they?
Apparently so, and that counts for the interior as much as the bodywork. The Concept C, which will be on display at the forthcoming IAA motor show in Munich, is said to embody a principle Audi is calling “strive for clarity”, which essentially means a reductive approach with simpler lines on the outside and less clutter within the cabin.
To that end, the Concept C's vertical and narrow front 'frame' grille is a nod back to the company's past and the streamliner Auto Union Type C competition car from the mid-1930s.
Döllner added: “Our history is marked by bold leaps in innovation and state-of-the-art technology combined with an uncompromising focus on clarity in design. Our most legendary models perfectly embody this combination.
“The way we design our vehicles is the way we will shape our company. Clarity is an ethos and the compass that will guide Audi through the times ahead. The phase of taking stock is over. Now is the time to look to the future and pick up speed. We are focusing on what really matters to set standards in design and quality. The foundation for realigning the company has been laid.”
Inside, a minimalist cabin with 'shy' technology incorporates a 10.4-inch folding screen in the centre console, which ensures that the display doesn't always dominate the dash.
All the switchgear in the Concept C is made from aluminium, so it operates with that heavy and quality feel you'd expect of Audi controls.
Who designed the Audi Concept C?
The work is attributed to Massimo Frascella, the chief creative officer of Audi and a man who was employed at Jaguar Land Rover previously, where he worked on the current Range Rover and Land Rover Discovery models.
He said of the Concept C: “Radical simplicity is at the heart of our approach. We achieve clarity by reducing everything to the essential. We want to shape a brand capable of inspiring desire and creating cultural impact.”
What does Audi's future model roadmap look like at this stage?
By the end of this year, Audi will have introduced more than 20 new models in the space of 24 months, making its portfolio the freshest in the premium segment. Recent additions include the new A6 and Q3 SUV, while the Sportback version of the latter is inbound and is also due to take its bow at the IAA in Munich, alongside the Concept C.
In 2026, an electric entry-level model is planned, as well as a few performance vehicles from the Audi Sport department. The firm will continue to focus on electric cars and plug-in hybrids, but it hasn't ruled out a new generation of combustion-powered models to maintain its flexibility as the world continues to transition from fossil fuels to electric power.
The corporate look of the Concept C will therefore likely inform Audi showroom cars from 2027 onwards, rather than appearing on anything due to appear in the coming months. So Audi's next big reveal will be a preview of its Formula 1 campaign, with the brand due to join the top-level motorsport in 2026.