Audi has recently unveiled the Audi Concept C, an all-electric two-seat roadster that is set to redefine the brand’s design language and could potentially serve as a preview for an upcoming electric TT sports car successor. The concept was revealed in Milan on 2 September 2025, showcasing Audi’s new approach to sleek, minimalist design.
The Concept C embodies Audi’s philosophy of “radical simplicity”, focusing on geometric purity, emotional precision, and technical clarity from every angle. One of the key design elements is the vertical frame, a reimagination of Audi’s signature grille inspired by past models like the Auto Union Type C and the third-gen A6. The car features a twin-panel, electrically actuated hardtop that seamlessly transitions between coupe-like elegance and open-air allure.
Inside, the Concept C embraces minimalism while still offering substance. Anodized-aluminum haptic controls, including the satisfying “Audi click,” and a foldable 10.4-inch center display provide sleek digital interaction without feeling excessive. Audi refers to this as “shy tech”, where technology is present but not overpowering, creating a smart, emotional, and intuitive user experience.
CEO Gernot Döllner sees the Concept C as more than just a car; it represents a manifesto for clarity that guides Audi’s design, structure, and corporate ethos. The Milan reveal under the banner “Strive for clarity” sets the tone for a bold reimagining of the brand’s identity, described internally as “The Radical Next” by CCO Massimo Frascella.
Additionally, reports suggest that Audi is working on an electric TT-inspired drop-top set for a 2027 release. This retro-styled EV would compete with the Porsche Boxster and potentially share its platform with a Porsche counterpart. CEO Döllner emphasizes that sports cars are still a part of Audi’s DNA, hinting at a possible return of the TT and R8 models in the future.
Design chief Frascella, who has a personal connection to the TT, aims to capture the essence of the iconic model in a new electric concept without copying the past. The potential electric TT would be Audi Sport’s “emotional compact”, aligning with the brand’s electrification strategy and the design principles seen in the Concept C.
Overall, the Audi Concept C represents a new direction for the brand, blending retro and futuristic elements in a minimalist and refined package. The vehicle’s design language and potential for an electric sports car hint at an exciting future for Audi.
