Comunicato stampa

Cita

A new beginning in Milan: Audi unveils new design

• The Audi Concept C exemplifies a new design philosophy
• CEO Gernot Döllner: “Clarity, focus, and commitment to implementation – that’s how we are reshaping design and the company.”
• CCO Massimo Frascella: “We want to shape a brand capable of inspiring desire and creating cultural impact.”

As it unveils the Audi Concept C study in Milan, Audi is offering a definitive preview of the design of future models. The four rings are taking a progressive step: in an increasingly complex world, Audi is uncompromising in its commitment to clarity. The new design philosophy is part of Audi's fundamental realignment and represents a new beginning for the company as a whole. Products, processes, and structures are focused on what is essential, creating space for innovation and technological leadership.

 

Held under the banner “Strive for clarity,” the event in Milan also marks the next chapter in the company's transformation. With a design that focuses on clarity, Audi is taking a bold step towards a reduced and timeless aesthetic that will continue to differentiate the company in times of increased competition. It is no coincidence that this new beginning is taking place in a city that has stood for design, technology, and remarkable personalities for centuries. Today, few ideas continue to inspire as much as those of the Renaissance. “Visionary thinking and a drive to go beyond the familiar are exemplary to Audi,” says Audi CEO Gernot Döllner. That is why Italy’s design capital is the perfect place to begin a new era. Here, the ideal that Audi pursues becomes tangible.

A new design philosophy focused on clarity

The new approach is made apparent by a design language, which unmistakably embodies the brand's identity.Audi stands for distinctive design, uncompromising quality, and sophistication.

“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 not only applies to the vehicles’ exteriors, but also to their interiors. The latest technological innovations and materials are used precisely wherever they enable new possibilities for customers – and minimal measures have maximal impact.

For Frascella, this approach is about what makes a car desirable beyond rational experience. Emotions thus play an important part in the design philosophy. “We want to shape a brand capable of inspiring desire and creating cultural impact.”

Audi Concept C previews the design of future models

The Audi Concept C, which will be on show at IAA in Munich, is the first manifestation of this new design philosophy. The concept car previews the design of future products and a new interior experience, embodying universal design principles: a reduction to the essential – without superfluous lines or elements – and a commitment to geometric clarity. It is defined by the vertical frame inspired by the iconic Auto Union Type C racing car. The vehicle design's vertical orientation focuses the gaze. Reduction to the essential is also reflected in the interior, which frees users from distractions and provides the right information at the right time through intelligent technology.

“Our history is marked by bold leaps in innovation and state-of-the-art technology combined with an uncompromising focus on clarity in design,” emphasizes Audi CEO Gernot Döllner. “Our most legendary models perfectly embody this combination.” Audi’s quattro all-wheel drive system revolutionized the automotive world. In motorsport, the brand triumphed thanks to powerful engines, innovative materials, and aerodynamic design – a recipe for success that has influenced vehicle development far beyond the racetrack.

Design philosophy touches every aspect of the company

A return to what exemplifies Audi and a reduction to the essential play a central role not only in design: “The way we design our vehicles is the way we will shape our company,” says Gernot Döllner. The new design philosophy is therefore a corporate principle for Audi that will be reflected in the design of the model portfolio and the product range as well as in the organizational structure of the company. Döllner: “Clarity is an ethos and the compass that will guide Audi through the times ahead.”

The presentation of the new design philosophy in Milan represents a new beginning. “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.

“The foundation for realigning the company has been laid“

The company has been pushing for profound changes since 2023 with its Audi Agenda. In the first half of 2025, Audi continued to press ahead with their implementation in order to strengthen its innovative capabilities and future-proof its business model.

“We are now seeing initial successes,” said Döllner. “For example, with our model initiative and with our focused portfolio, which enables us to invest in quality and innovation. Or in our business model for China, where we have once again demonstrated pioneering spirit with our new sister brand AUDI.” The agreement for the future reached by the Board of Management and the Works Council in March also strengthens the company's future-proofing and competitiveness. Furthermore, Audi is investing around eight billion euros in its German sites by 2029.

Audi model initiative to continue

By the end of this year, Audi will have introduced more than 20 new models within 24 months making its portfolio the youngest in the premium segment. Following the replacement of core models such as the Audi A6 in spring and the Audi Q3 in summer, the four rings will showcase the Q3 Sportback e-hybrid¹ at the IAA.

Audi is set to continue its model initiative next year. Further additions will include a fully electric entry-level model, which will be produced in Ingolstadt from 2026, and performance models from Audi Sport. The combination of all-electric models, plug-in hybrids, and a new generation of combustion-engine vehicles will secure a robust and flexible position in the core markets of Europe, China and North America as the transition to electric mobility progresses.

At the same time, Audi is already working on the next innovation cycle. Strategic partnerships such as that between Volkswagen Group and Rivian enable innovations to be developed more quickly and cost-efficiently – especially those regarding software. In 2026, Audi will also be entering Formula 1: an opportunity to test new technologies, materials, and processes in the world's toughest technology laboratory. Gernot Döllner: “Preparations for our start in Formula 1 are moving at full speed.” And just a few weeks after the unveiling of the new design philosophy in Milan, another exciting moment for the four rings is already on the horizon: “We look forward to giving all fans a concrete preview of what to expect from us in Formula 1 starting next year.”

 

Cita

Audi Concept C : manifestation of a new design philosophy

• Audi presents an emotional all-electric two-seat sports car
• The roadster’s new roof concept combines the elegance of a coupé with an open-top experience
• Vertical frame as central element of the new Audi face
• Concept car embodies radical simplicity and technical precision

Audi introduces the Audi Concept C – an all-electric two-seat sports car that embodies the brand’s new design philosophy and paves the way for the future. From every angle, the concept car demonstrates radical simplicity – the core of the new Audi design philosophy. The new Audi brand face features the vertical frame that reimagines the brand’s legacy and a distinctive four-element light signature. The roof concept offers the benefits of a convertible while retaining the essence of a monolithic body style. High-quality materials demonstrate precision in every detail. A minimalist design ensures the interior is free from distractions. Shy tech solutions and solid haptic controls create an intuitive and emotional experience.

 

The Audi Concept C embodies athletic minimalism with a purity of form, precision, and solidity. Tension is created by the interplay of full and restrained surfaces intersected by a single line. Together, these elements define the essence of the architecture.

The vertical frame shapes the front

The vertical frame forms the center of the new front, from which the entire structural volume of the vehicle develops. Inspired by the Auto Union Type C (1936) and the third-generation Audi A6 (2004), it has a clear, upright form that conveys presence and identity. It is a progressive interpretation of Audi’s legacy, showcases the Audi rings, and integrates forward-looking technology. A strong shoulder line defines the volume of the two-seat sports car. Its proportions result from a central-battery layout. The cabin extends far back and sits firmly on the body. An electrically retractable hardtop is used on an Audi roadster for the first time. It is comprised of two roof elements which allow the vehicle to retain a monolithic shape, while also enabling an open-top driving experience. At the rear, clean surfaces and horizontal slats underscore the car’s sporty character.

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. The exterior of the Audi Concept C is presented in the color “Titanium.” It evokes warm, technical elegance and is inspired by the luster of its namesake metal – a material that embodies precision, lightness, and strength.

Sophisticated atmosphere in the interior

The interior features strong architectural surfaces and clear geometric forms that ensure space for bothoccupants while subtly placing the driver at the center. Manufactured from anodized aluminum, physical controls provide a tactile experience that reflects mechanical quality – through their appearance, feel, and the unmistakable “Audi click”. The steering wheel forms the core of the refined tactile experience: its characteristics – the round shape, the sophisticated haptic elements, and the Audi rings made out of real metal in the center – are crafted with the utmost technical precision. Every material contributes to the pure and sophisticated atmosphere of the interior. The color palette is also inspired by titanium and exhibits tone-on-tone harmony. Natural materials create a refined, warm, and elevated environment. Indirect ambient lighting with natural hues accurately reveals the materials and enhances the interior design’s evident solidity.

Shy tech provides an intuitive user experience

Technology enables progress. It is always close by, yet never dominant. Intelligent technologies create a seamless experience that appeals to all senses. The display and operating concept are also aligned with this philosophy. The 10.4-inch foldable center display provides users with relevant information in an intuitive way and in context – tailored to every situation. Together with the haptic controls on the steering wheel and center console, the design achieves clarity and precision in user interaction – the controls are exactly where they are expected to be.

The trailblazer that forges the future of Audi

Going forward, Audi will focus on what matters most: an unmistakable combination of clarity, technicality, intelligence, and emotion. 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.

Via Audi.

 

Topic Notizie: Audi TT Moment 2.0 (Leak)

Modificato 3 Settembre3 Set da Osv

https://www.audimedia.tv/en/videos/video/audi-concept-c-footage-studio-7990

Modificato 2 Settembre2 Set da carrera4

 

 

Trovo questo concept estremamente riuscito 👏. Mi piace molto il recupero dei canoni stilistici tipici di Audi, reinterpretati in chiave contemporanea senza cadere nel manierismo. Si percepisce con chiarezza come Massimo Frascella abbia riportato ordine e coerenza al linguaggio del marchio, dopo anni di un disegno a tratti ondivago e poco leggibile.
Un segnale forte: Audi torna ad avere un’identità stilistica netta, riconoscibile e proiettata al futuro.

L’interno, poi, è un vero esercizio di design notevole: pulito, essenziale, quasi scultoreo, eppure capace di trasmettere calore e tecnologia senza ostentazione. Un ambiente che non si limita a ospitare, ma che dialoga con chi lo vive, restituendo quell’aura di “Vorsprung” che negli ultimi anni si era un po’ smarrita. Bravi! 

leggiadra come un mattone, arrotondata come uno spazzaneve, muso con la stessa personalità di un caminetto.

 

come vedete, a me è piaciuta  

 

 

PS: parafango anteriore della 159 l'ha già detto qualcuno?

2 minutes ago, v13 said:

 

 

come vedete, a me è piaciuta  

 

PS: parafango anteriore della 159 l'ha già detto qualcuno?

Della Brera, ma è uguale🤣

Per me promossa su tutta la linea.

Scultorea, minimalista, di presenza.

 

Certo di TT ha gran poco (ha perso pure il nome) ma porta con sé molti dettagli dai concept del recente passato.

 

 

Benvenuto in Audi, Massimo. Avevano decisamente bisogno di te.

20 minuti fa, v13 scrive:

PS: parafango anteriore della 159 l'ha già detto qualcuno?

 

17 minuti fa, carrera4 scrive:

Della Brera, ma è uguale🤣

 

10 minuti fa, A.Masera scrive:

Certo di TT ha gran poco (ha perso pure il nome)

Ha due cose in comune con Alfa, allora: 

1) il parafango anteriore come 159/Brera 😂

2) il cambio di nome a ridosso della presentazione come Milano/Junior 😈😂😎

Trovo interessante il ritorno ad una plancia pulita