Audi announces Concept C to revitalize brand identity

Audi is initiating a strategic brand reset with the introduction of the Audi Concept C, an electric sports car designed to restore the manufacturer's reputation for high-quality craftsmanship and intuitive design. Under the direction of new Creative Director Massimo Frascella, the brand aims to move away from excessive touchscreens and plastic materials in favor of physical buttons, premium metals, and more organized styling.

The Concept C, internally referred to as project ‘C-Sport’, will utilize a platform developed and adapted by Porsche. This platform is being designed to support upcoming electric models, including Porsche's electric 718 series. Audi is expected to begin paying for the use of this platform starting in 2027.

Positioned as a spiritual successor to the TT and R8, the Concept C will feature a cockpit design that allows for a retractable center screen, reminiscent of the classic Audi TT radio interface. The design philosophy seeks to return to the brand's ‘vorsprung durch technik’ roots by prioritizing driver-centric ergonomics and high-end interior execution.