Eye-popping new Audi revealed

Less than 24 hours after images of it leaked online, Audi has officially unveiled its Concept C sports car study in Milan.

Scheduled for its first full-scale public showing at this week’s International Automobile Exhibition (IAA) in Munich, the new two-seat concept is widely seen as a spiritual successor to the German brand’s iconic TT.

But Audi CEO Gernot Döllner positions the Concept C as a design preview of the brand’s future models. “Clarity, focus and commitment to implementation – that’s how we are reshaping design and the company.”

Developed under the positioning thought ‘Strive for clarity’, the company’s Chief Creative Officer Massimo Frascella said, “We want to shape a brand capable of inspiring desire and creating cultural impact.

“Radical simplicity is at the heart of our approach. We achieve clarity by reducing everything to the essential,” he said.

With Audi’s 2026 entry into Formula 1 a background influence, Frascella was inspired by the 1930s Auto Union Type C racer in shaping the car’s ‘vertical frame’ face and overall presence.

A new light signature featuring four horizontally arranged elements in each headlight and rear light “will define Audi’s visual identity during both day and night”.

The minimalist interior features a 10.4-inch foldable centre display and "architectural elements" are manufactured from anodized aluminum to provoke a feeling of “utmost technical precision”.

No official word on powertrain options (although a connection to Porsche's next-gen 718 has been mooted) but Audi says, “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.”

An electrically retractable hardtop allows the Concept C to transition between coupe and convertible, with its proportions seemingly allowing for mid-rear engine/motor placement, with space for additional motors in the front to enable the brand’s signature quattro all-wheel drive.

And the Bavarian maker says it is set to introduce new-generation models in 2026 including a fully electric entry-level offering and performance cars from Audi Sport.

Audi says it is also working on strategic partnerships with Volkswagen Group and Rivian, with a strong focus on software.