Audi's new concept revealed
Audi Concept C heralds design reset and Frascella’s TT
As the Audi Concept C’s official embargo lifts, Car Design News publishes candid highlights from our exclusive one-to-one interview with new chief creative officer, Massimo Frascella (including the car’s production intent)
The Concept C is arguably Audi’s most significant conceptual vehicle for at least a decade. Launched today at a preview in Milan, Italy – September 2nd 2025 – it will gain its official motor show reveal at the Munich IAA in Germany next week.
“It’s just the right time and opportunity to recalibrate and refocus on our DNA, our principles, and an opportunity to reconsider how we do things,” Frascella told Car Design News. “For us, the critical part is regaining those values that Audi has always been all about, that strive for clarity. Clearly we achieve clarity by simplifying everything we do. From a design point of view, it’s about reducing everything to the essential, what really matters, and eliminate anything that could be a distraction or confusion.”
In contrast to the rather sombre and sensible 2014 Prologue coupé, which set the tone for Audi production cars thereafter, the low-slung, two-seater Concept C sports car – the first under the watch of new chief creative officer Massimo Frascella – not only heralds a cleaner design philosophy, but also previews an exciting production car due in 2027 (more of which later).
Clear influences come from the mid-1930s Auto Union Type C racing car, the original 1998 Audi TT production car – and perhaps even the 2000 Audi Rosemeyer concept – although the 2025 Concept C is much cleaner its form and arguably in intent than the latter. What is key to Frascella is that all these cars were exciting and exhibited a certain ‘Audi-ness’ – something arguably lacking in the German premium brand’s most recent fussy production cars.
“We analysed what makes an Audi an Audi in terms of identity,” Frascella continued. “And we identified in the course of our history two graphic elements that are incredibly distinctive and unmistakably Audi. The first one is of course the Auto Union Type C. The second one is the single-frame grille that was first showed on the 2004 A6 (code name C6). Both have a strong emphasis on verticality.
"In our Concept C we found this natural evolution of what a modern interpretation of Audi looks like. It brings Audi a level of confidence and a sort of courage at the same time. Because if you look at what’s happening in the market, other designs around us are going in a very different direction. So there are two values to this: One is our own unmistakable identity and secondly, a sign of distinction from the rest.”
When I say we achieve clarity by reducing everything to the essential, this is part of the narrative and approach we’re taking
But as the Concept C is an electric concept with no need for a conventional grille with holes for air, like the two cars that influenced it, what is Frascella’s strategy for presenting Audi’s new face? “For us, this is not only a central and focal point for our identity, but also a great opportunity for exploration in terms of materials, technology and communication,” he said. “This is not a traditional grille intake and it is not just a surface, it has relevant function with modern technology and opens up a lot of opportunities.
"It is a journey we have just started. This is one interpretation, but there are many others we are exploring. There’s no lighting behind but there is a lens, a pattern and sensors. We also wanted to create – and this is very important – a clean stage for the rings. We think the rings are sacred for Audi.”
When asked what that meant for the ‘de-ringed’ Audi cars recently launched in China with just a word mark on their front faces, Frascella quickly declared that “a different conversation”. He also alluded that under his tenure the proliferation of fake vents blighting recent Audi production cars may also become a thing of the past.
“Obviously I go back to our principles in design philosophy: Clarity, Technology, Intelligence and Emotion. So that will probably answer your question. When I say we achieve clarity by reducing everything to the essential, this is part of the narrative and approach we’re taking. We are using elements that need to be there. They have function, purpose and add value. This is very important for us. It’s a very authentic approach.”
Consequently, the Concept C’s exterior offers smooth surfaces, without needless creases, few shut-lines and a wonderfully shapely and ‘closed rear’ but with some well-placed metal slats with depth to create shadow (rather than superficial plastic vents that don’t, and clearly go nowhere). There’s also an electrically retractable hardtop to enable easy open-air driving which Audi says is a first for roadsters from its brand.
This design clarity extends to the two-seater cabin, where anodised aluminium and shades of grey fabric combine to subtle effect with ambient but not overt lighting, switches that make satisfying noises to confirm the user’s inputs have been successful and a centre screen that only deploys when needed.
“The vision for the interior is to follow exactly the same principles of the overarching design philosophy,” Frascella said. “We want to create an environment that is clearly more calming, but also inviting where you appreciate the materials and the perception of quality. We’re talking about real metal parts and the famous Audi ‘click’. It’s also about creating an interface with the vehicle that is more intuitive and free of distractions, where the technology is there to support, not overwhelming. All the elements are calm, they’re not shouting. There are no angular or loud elements.”
"It’s my job to make sure what you see now is pretty much what you will see in two years’ time
Having said all that, Frascella conceded that the Concept C is not specifically a detailed UX/UI showcase. “It is more to introduce this big leap in terms of design philosophy. That’s the purpose of this car which also previews the first production car that will embrace this philosophy.”
Perhaps the most exciting aspect of that last statement is that an all-electric two-seater production car will arrive in 2027. Frascella says it will be very similar to the Concept C’s design, including that dramatic rear end, not a more volume model with only hints of the concept’s design cues.
Could it be Frascella’s TT moment we ask? “That will be for you to judge,” he said with a smile, before adding with more seriousness, “it’s my job to make sure what you see now is pretty much what you will see in two years’ time.” Which we’re taking as a promise and a tantalising prospect.
