Audi has shown its new Concept C in the UK, offering a first look at the future direction of the brand’s design. The open-top roadster was revealed at a private event in London, hosted by Audi’s Chief Creative Officer, Massimo Frascella.
“Radical simplicity is the core of Audi’s new design philosophy. True clarity is achieved by reducing everything to the essential, the Concept C is the first manifestation of a new design language that feels intuitive, confident, and unmistakably Audi.”
Massimo Frascella, Audi AG Chief Creative Officer
Audi Concept C
Elements of the Auto Union Type C from 1936 and more recent icons like the TT coupe and R8 are honoured in the new model, though with a reimagined approach. The classic Singleframe grille has been reshaped into a vertical format, sitting between fresh lighting signatures that feature four horizontal elements in each headlight.
A folding hardtop roof, the first ever on an Audi roadster, allows for both coupe-like lines and open-air driving. Inside, the cabin continues the theme of “radical simplicity” with geometric surfaces, anodised aluminium accents, and tactile physical controls.
A New Interior
Audi has gone back to physical touchpoints for the Concept C’s cabin. A round steering wheel with haptic feedback and aluminium controls brings tactility to the forefront. The colour palette, led by a titanium-inspired finish, complements the minimalist aesthetic.
Revealed In London
The UK debut took place at Below The Lights, a new venue in Piccadilly Circus designed for immersive presentations. A 14-metre-wide LED screen was used to showcase the car’s design details.
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