Audi reveals the Concept C as a preview of a simpler future for its electric cars

Audi is clearing the clutter. In what can only be called a major shift for the German automaker, the company unveiled its new design direction in Milan - a philosophy it calls "radical simplicity." The first physical example of this new thinking is the Audi Concept C, an all-electric, two-seat sports car that does away with complicated lines and busy surfaces.

Audi leadership insists this isn't just a solitary concept vehicle, but it's a new beginning for the entire company, affecting everything from future EVs to its corporate structure.

The Concept C itself is a striking vehicle that looks both futuristic and strangely familiar. Its most defining feature is an upright, vertical grille, a design cue inspired by the legendary Auto Union Type C race car from 1936. This new frame forms the center of the car's face, replacing the wide, aggressive grilles that have dominated car design for years.

The rest of the body is smooth and monolithic, with a single, strong shoulder line defining its shape. The car, painted in a color called "Titanium," features a new light signature with four horizontal elements in each headlight and taillight, a look destined to become the new face of Audi on the road. For open-air driving, the Concept C uses an electrically retractable hardtop, a first for an Audi roadster, which allows it to maintain its clean shape when the roof is up.

Step inside the Concept C, and the "less is more" approach becomes even clearer. In a world where car dashboards look more like command centers for interstellar travel, Audi is suggesting a radical new idea: buttons. Shocking.

A 10.4-inch foldable center display provides key information, but the focus is on physical, tactile controls. The steering wheel and center console feature controls made from anodized aluminum, designed to provide a satisfying mechanical "Audi click" when used. This fresh focus on "shy tech," where technology is present but not overwhelming, is supposed to free the driver from distractions. The interior materials are a mix of natural textures and metals, creating a space that feels high-quality without being ostentatious.

According to Audi's leadership, this change is long overdue. "Radical simplicity is at the heart of our approach. We achieve clarity by reducing everything to the essential," says Chief Creative Officer Massimo Frascella.

This philosophy extends beyond the design studio. CEO Gernot Döllner stated that the company is undergoing a fundamental realignment. "The phase of taking stock is over," Döllner said. "Now is the time to look to the future and pick up speed."

This new design direction arrives alongside a massive product offensive. Audi plans to launch more than 20 new models within a 24-month period, a plan that will give it the youngest lineup in the premium segment. While the focus is clearly on electric cars, Audi isn't putting all its eggs in one basket just yet.

The upcoming vehicle wave will include all-electric models, plug-in hybrids, and a new generation of gasoline-powered vehicles. This flexible strategy is designed to keep the company strong in key markets like Europe, China, and North America as the transition to EVs continues.

To power this future, Audi is also making some big moves behind the scenes. A partnership between its parent company, Volkswagen Group, and American EV maker Rivian is expected to accelerate software development, a persistent challenge for many legacy automakers.

Cementing its high-tech ambitions, Audi will enter the Formula 1 racing series in 2026. The company views the F1 as the ultimate laboratory for developing and testing new technologies that will eventually find their way into the electric cars and other vehicles people buy every day.

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