- The Concept C looks remarkably close to a production-ready vehicle
- Porsche electrical underpinnings could power it
- Overall design language ushers in a new direction for the brand
Can you hear that? It’s the sound of a million jaws hitting the floor, as Audi unveils the Concept C to the general public.
Clean lines, an aggressive low and sporty stance, a beautifully uncluttered interior and real wing mirrors! The Concept C is both a striking preview of what a future Audi TT replacement could look like and a bold statement of intent for the German marque’s next ten years.
Although the press release makes no reference to it, the new concept is the work of Massimo Frascella and his talented team of designers. Having taken the reigns last summer, Frascella is clearly keen to make his mark.
The radical roadster features the marque’s simplistic new “face”, which is free from clutter and overtly oversized badging and grille elements like, ahem, some Germanic rivals. Audi says the Concept C embodies “athletic minimalism with a purity of form, precision, and solidity”. I say it looks great.
More importantly, the two-door coupe with a fancy fabric folding roof gives us our best look yet at what a future TT replacement looks like. Rumored to go on sale in 2027, it has been suggested that it will share the same electric performance car platform as the upcoming electric Porsche Boxster and Cayman models, both of which have been delayed and pushed back multiple times.
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Above this, it also indicates a new design direction for the brand, with that striking “vertical” face, itself inspired by some of Audi’s oldest race cars, due to appear on other models over the next few years.
Inside, there’s an anodized aluminum dashboard, with Audi’s physical dial-like controls on the steering taking care of driving settings. Twin digital displays make up the infotainment offering and there’s a haptic strip to access air-con and other features. Wool and other natural fabrics replace the old school leather and other traditional markers of opulence.
It’s due to make its public appearance at the IAA Mobility show in Munich next week, where it is sure to look just as good in the flesh.
Yay! Simplicity is desirable again
After the retirement of the TT and then the V10-engined R8, Audi lacked any sort of range-topping sports car, instead leaning on RS versions of its line-up to continue its high-performance heritage.
The Concept C, which chief designer Massimo Frascella says is “a preview of a production car – almost literally”, according to Autocar, signals a potential return to a dedicated range of sports cars.
The Audi TT will go down in history as one of the most succesful two-seat sports coupes ever, offering stunningly simplistic looks and an engaging drive without breaking the bank. The R8 was similarly revolutionary and still turns heads today.
Unfortunately, the sports car segment has taken a battering and with the introduction of electrification and purse strings tightening across the board, many manufacturers have been shying away from the high performance stuff.
What’s more, car design is becoming increasingly complex and fussy, as many brands attempt to cater to the tastes of multiple markets.
Audi’s sleek, simple but striking concept could change all that and with careful implementation of a next generation electric or hybrid powertrain, it might ensure we get to enjoy genre-defining Audis on our roads again.
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