Audi Begins a ‘New Era of Clarity’ with Concept C Reveal

[Source: Audi]

Audi just revealed an all-electric two-seat sports car concept that will set the brand’s new design philosophy. It is called the Audi Concept C, and it is one of the most important Audi concept vehicles of the 21st century.

There has been a lot of talk lately about Audi’s “TT Moment 2.0” which was to be the start of a new direction for the brand. We dedicated our most recent All-Wheel Driven podcast to the topic. We, along with the rest of the world, were speculating what the new direction would look like. Now we know. Like every concept vehicle there are aspects of it that are polarizing but generally we think the Audi Concept C gives us a lot to be excited about.

It is important to note that this is not a one-off concept that hints at the design of just a niche sports car. According to the press release, “The Audi Concept C marks the beginning of a new design philosophy and thus a defining moment for the four rings. It previews a future production model and will shape further models beyond that.” In other words, this concept gives us a peek into the future of all Audi models. So, let’s break down what we are looking at.

Strive for Clarity

Audi introduced the car under the banner “Strive for clarity.” “Radical simplicity is at the heart of our approach. We achieve clarity by reducing everything to the essential,” says Chief Creative Officer Massimo Frascella. In order to get to the future, Frascella appears to have been inspired by Audi’s of the past.

The overall look of the Audi Concept C is reminiscent of the Audi Rosemeyer Concept which debuted 25 years ago. That car paid tribute to the Auto Union “Silver Arrow” race cars of the 1930s. And the Audi Concept C is said to have been inspired by the Auto Union Type C of 1936, especially up front. That vertical frame that sits front and center of the new concept is clearly inspired by the old Type C. Even the name of the new concept pays tribute to the iconic race car.

The new concept vehicle also has hints of the original Audi TT concept as well as the Avus Quattro concept that was revealed at the 1991 Tokyo Motor Show. The point is, there are a lot of classic Audi styling cues baked into the new Audi Concept C, yet the new car looks fresh.

Targa Sports Car

The two-seat sports car is defined by a strong shoulder line. The overall proportions are dictated by the central-battery layout. A layout that will be shared by the upcoming Porsche 718 Cayman and Boxster models. However, unlike the Cayman and Boxster, the Audi Concept C is not a coupe or a convertible. It is a targa body style that uses an electrically retractable hardtop. In the back you see a clean surface and horizontal slats that evoke an image of sportiness.

It is impossible to talk about a new Audi concept without talking about lighting. The Audi Concept C introduces a new light signature featuring four horizontally arranged elements in each headlight and rear light. This design element will define Audi’s visual identity during both day and night, ensuring an unmistakable presence on the road.

Color Choice

The concept car is painted Titanium. This color was selected as the material it is named after embodies precision, lightness, and strength. That is exactly what the Audi Concept C strives to be. The wheels on the concept car are reminiscent of the wheels on the Porsche Mission-E Concept. That eventually became the Taycan and those wheels remain an option on the production car today.

The interior of the concept is driver-focused and, to the delight of many, features physical controls that provide a tactile experience that can’t be replicated with touchscreens. The steering wheel has haptic elements and the Audi rings in the center are made out of real metal. Also inside the cockpit is a 10.4-inch foldable center display which provides users with relevant information. The interior color scheme is also inspired by titanium which provides a cohesive look.

Future of Audi

The Audi Concept C is the next step in getting Audi back on track. “The phase of taking stock is over. Now is the time to look to the future and pick up speed. We are focusing on what really matters to set standards in design and quality,” says the Audi CEO Gernot Döllner.

The IAA in Munich opens on Tuesday, September 9. The Audi Concept C will be on display there. We hope to get our first in-person look at it there. We must remind ourselves and all of you that this is just a concept at this point. The production car will have some further refinements. But what we see so far is encouraging. As we learn more about this future model we will share it with you here.