Audi has revealed the Concept C, an all-electric two-seat sports car, in Milan.
The Concept C is an introduction to Audi’s new design philosophy, focused on what the brand calls “radical simplicity”. The Concept C shows this with a clean, minimalist form that strips away unnecessary detail. Its defining feature is a vertical frame at the front, inspired by the 1936 Auto Union Type C and the third-generation Audi A6, paired with a four-element light signature that will shape the brand’s future visual identity.
The car’s proportions come from a central-battery layout, with a cabin set far back on a muscular body. For the first time on an Audi roadster, the Concept C uses an electrically retractable hardtop made of two roof elements. The exterior is finished in the colour titanium, which was chosen for its “warm, technical elegance.”
Inside, Audi shows off its new philosophy of “clarity and precision”. Physical controls, made from anodised aluminium, offer what Audi calls the “unmistakable Audi click.” A foldable 10.4-inch centre display provides information only when needed, supported by subtle ambient lighting and natural materials inspired by titanium tones.
Audi refers to this approach as “shy tech”; technology that remains close at hand but never dominant, designed to provide an intuitive experience.
The presentation in Milan carried the theme “Strive for Clarity”. Audi sees this ethos guiding its product portfolio, organisational structure, and technological development in the years ahead.
The Concept C will also appear at the IAA in Munich, where it previews the design of future Audi models. The company has already embarked on its largest-ever model initiative, with more than 20 new vehicles introduced in just 24 months. This includes the recently updated Audi A6 and Q3, the upcoming Q3 Sportback e-hybrid, and future plans for an all-electric entry-level model in 2026.
Alongside new vehicles, Audi is investing in software development through partnerships such as with Rivian, preparing to enter Formula 1 in 2026, and committing around €8 billion in its German sites by 2029.
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