Unaltered, Audi unveiled a powerful two-seat sports car based on the TT that will go on sale in 2026-27 and offers a radical new design language for all of its future vehicles.
It was unveiled about two years after Audi stopped making the TT, the iconic sports coupé based on the Volkswagen Golf that saw tremendous commercial success for three versions.
The company's planned big comeback to the market with a small, electric two-seater that combines contemporary design and technology with vintage Audi features and an emphasis on driver interaction is confirmed by this new show car.
Although Audi's groundbreaking sports coupé served as a major inspiration for the Concept C, CEO Gernot Döllner has decided against using the TT brand for the final version since he believes they would target quite different market niches.
"The Concept C is not the TT's replacement. This segment is distinct from the TT. He told Autocar, "It's exactly in the middle between TT and R8." "We'll think of a name once the vehicle is released as a serious product.
SIMPLICITY RULES
Audi's renewed emphasis on "clarity" and the 1936 Auto Union Type C grand prix racer, which serves as its inspiration, are both referenced in the Concept C name.
Massimo Frascella, the head of design, has stated his intention to make Audi "truly distinctive again" with his radical new visual direction, which is reflected in the car itself.
After 13 years at JLR, where he oversaw the design of the modern Discovery, Defender, and Range Rover, Frascella joined Audi last year.
He expressed his love of "simplicity" and his "passion for creating designs that are free from superfluous ornaments and do not merely follow trends" when he first arrived in Ingolstadt. With a minimalist, monolithic design approach that emphasizes simplicity, the Concept C remains faithful to that goal. This theme will define not just the company's vehicles but also its strategic strategy as it undertakes a "fundamental realignment."
supported by an emphasis "on what is essential."
FUTURE INSIGHTS
Frascella informed Autocar that the Concept C will be produced in nearly this precise shape in two years, indicating that it is not only meant to be a show car.
He confirmed that 2026-27 is the anticipated launch year, saying, "The car that you see here is a preview of a production car – almost literally."
The new model will be among the first to enter the still-developing market for electric sports cars. Weight, cost, and driver engagement issues have frequently been mentioned as obstacles to this industry's expansion.
"How great if we are the ones that change that perception," Frascella said, acknowledging the difficulties.
He went on to say that if Audi did not think the segment was feasible, it "would not be doing it."
Döllner supported this by stating: "We think it's a very interesting segment to have a roadster and coupé in one concept, even though it's not a huge market."
He went on to say that there are no plans for a combustion version of the production automobile and that it will just be electric. He stated, "We think the electric drivetrain is a perfect fit." "It's not a racetrack vehicle. It is a vehicle designed for performance driving on rural roads.
However, he acknowledged that it is difficult to match the tactile appeal and engagement of conventional combustion-powered sports cars. He also stated that Audi is probably going to include optional synthesised gearshifts and engine sounds in an effort to improve the dynamic appeal of the sports car.
He remarked, "Maybe we will add sounds and emotion to start for those who miss it." "But I personally don't miss the sound of the engine when I drive a convertible."
"With an electric car on the racetrack, I'm faster with a virtual gearbox than without, because it's very important feedback that you get when you're trained on a car with a manual gearbox and it's also a performance measure," he added in reference to the possibility of a "fake" gearbox.
For the first time in an Audi cabriolet, the two-seater has a hard top that retracts.
Its centrally situated battery pack gives it its "mid-engined" proportions; this design will be shared by Porsche's future 718 Boxter and 718 Cayman, all of which employ the same specially modified version of the PPE platform created by Porsche and Audi.
An electric sports car's seats can be positioned closer to the ground and its weight distribution can be optimized by positioning the batteries in the middle of the chassis rather than beneath the floor. These features help to make it has the feel of a "traditional" sports vehicle with combustion power.
Although the production version will have a range-topping dual-motor setup, the Concept C, which is referred to as drivable, only has a single rear motor.
AN ICON REBORN
A unique vertical grille design, which houses sensors and cameras, is one of the most noticeable features that will be carried over to production cars. This style is reminiscent of both the 2004 C6-generation Audi A6 and the original Audi racers.
Like BMW with the Neue Klasse, Renault with the 4 and 5, and Fiat with the 500 and Panda, Audi is attempting to use its legacy to fortify its identity in a market that is becoming more and more competitive.
When asked if designs motivated by nostalgia run the risk of becoming monotonous, Frascella told Autocar: Retro is always risky, but our goal is to avoid going back and simply repeating past actions. To build on our DNA and comprehend our heritage, we are merely looking back.
Technology "is always close by yet never dominant" thanks to a foldable 10.4-inch screen in the center console that delivers "information in an intuitive way and in context, tailored to every situation."
The brand's fresh emphasis on authenticity and physical attractiveness is further highlighted by the round multifunction steering wheel, which is different from the squared-off design found in Audi's current models, and the true metal Audi logo in the center.
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