Audi Chief Creative Officer Massimo Frascella unveiled the Concept C in London, introducing a “radical simplicity” design philosophy that blends heritage elements like the reimagined Singleframe grille with modern innovations including anodized aluminum surfaces and a retractable folding roof.
Audi’s Chief Creative Officer Massimo Frascella unveiled the Concept C at an exclusive London event, showcasing what he calls “radical simplicity” as the foundation of the brand’s evolving design language. The concept car draws inspiration from Audi’s heritage while pointing toward future models across the entire lineup.
“Radical simplicity is the core of Audi’s new design philosophy,” Frascella explained. “True clarity is achieved by reducing everything to the essential—the Concept C is the first manifestation of a new design language that feels intuitive, confident, and unmistakably Audi.”
The Concept C pays homage to Audi’s technological leadership spanning six decades, particularly referencing innovations like the Audi 80 with its TT coupe influence and the R8 V8’s impact on brand identity. The reimagined Singleframe grille—a defining feature since its introduction on the 2004 Audi A6—takes inspiration from the Auto Union Type C race car of the 1930s, featuring four horizontally arranged elements in each headlight as a nod to the iconic four-ring logo.
“London is a city built on innovation, so we are incredibly proud to host the Audi Concept C here today at the IAA Munich,” said Audi UK director, José Miguel Aparicio. “Over many decades Audi has set the mould for groundbreaking design, particularly with the TT coupe, and the Concept C is brand’s next step on our mission to become the leader in the premium space.”
The radical simplicity philosophy extends throughout the vehicle’s interior and exterior. Anodized aluminum, geometric forms, and elegance surfaces define the cabin, while tactile quality shines through in details like the round steering wheel with haptic elements and manufacturing techniques using rare earth aluminum. The titanium-inspired color finish emphasizes both harmony and technical precision.
A first for Audi roadsters, the Concept C includes a retractable folding roof that preserves the car’s sculptural lines when retracted, with button-controlled open-top driving capability.
The concept was displayed at Piccadilly Circus’s Below The Lights venue, one of London’s premier event spaces known for hosting major automotive reveals and cultural gatherings.
link