The Audi Concept C, an unambiguous preview of the brand’s future design philosophy, made its UK debut at an exclusive London event hosted by Audi’s Chief Creative Officer, Massimo Frascella. Rooted in the principles of clarity, intelligence, technicality, and emotion the influence of the Concept C extends beyond Audi’s future models, representing a fundamental realignment for the entire company.
“Radical simplicity is the core of Audi’s new design philosophy,” says Audi AG Chief Creative Officer, Massimo Frascella. “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.”
Inspired by the past, made for the future
Since the rebirth of the Audi brand 60 years ago, has demonstrated its leadership through cutting-edge technology and innovation. Cars such as the Audi Ur-quattro, TT coupe, and R8 V8 shaped the brand’s identity over the decades - the Concept C continuous this legacy into the next generation.
The Singleframe grille, the face of Audi models since it was first introduced on the Audi A6 (2004), has been reimagined with the Concept C. Inspired by the Auto Union Type C (1936) the new ‘vertical frame’ conveys presence and sits centrally between new light signatures featuring four horizontally arranged elements in each headlight.
“London is a city built on innovation, so we are incredibly proud to host the Audi Concept C following its public debut at the IAA Munich,” added Audi UK director, José Miguel Aparicio. “Over many decades Audi has set the mould for groundbreaking design, particularly with the TT coupe, and the Concept C is brand’s next step on our mission to become the leader in the premium space."
Clarity inside and out
The idea of radical simplicity extends inside the Concept C, where anodized aluminium, geometric forms, and elegance surfaces bathe the cabin. Tactility and quality are key focus points highlighted by the round steering wheel with haptic elements and the return of physical controls manufactured from anodised aluminium. Like the exterior, the titanium-inspired colour finish portrays a sense of harmony and technical precision.For the first time on an Audi roadster, the Concept C features a retractable folding hardtop. It allows the car to retain its sculptured shape when in place, but also the possibility of open top driving at the touch of a button.
Leading light
Located at London’s famous Piccadilly Circus, Below The Lights is one of the capital’s newest event spaces built for immersive and digitally driven experiences - the perfect location for the Concept C’s debut. The venue’s showpiece, a 14-metre-wide LED display, brings the concept car’s finer details and stunning craftsmanship to life, enhancing the impact of the physical event.
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