Unexpectedly, radical simplicity has been unleashed by Audi. The revelation of Audi’s Concept C got Audi enthusiasts expecting a design feat from the brand that would look attractive on social media posts for many weeks. Instead, Audi put forward a street-legal electric sports car that still caught the attention of car enthusiasts and journalists. Albeit a rather minimalistically designed car, the true beauty behind Audi’s Concept C is the fact that it reimagines performance in an electric age. Audi proves that less is more when performance is at its peak.
Audi is paying tribute to the saying, “less is more”
Back in the 1980s and 90s, Audi set its vision on design and technology, transforming from an automaker solely focused on engineering. With firm guidance from figures such as Ferdinand Piëch, Hartmut Warkuß, and Peter Schreyer, Audi embraced “Vorsprung durch Technik,” making it a cultural statement for the brand. Concept C does keep this slogan in mind; however, Concept C’s interpretation of the slogan has connotations of a post-digital world.
Audi strategically planned the inside of the vehicle so that every component has a purpose. Utilizing analog controls that have more of a human feel to them, Audi purposely created a calm sanctuary inside the vehicle, even though we are in a world where everything has to do with overstimulation. Inside the Audi, knobs click, switches respond, and the display appears only when it is called.
Audi showed restraint even in terms of the design of the powertrain. The rear-motor layout showcases balance and agility. Audi’s design language indicates a focus on purity, where performance is at its peak without the pomp and splendor.
Noticing a philosophical reset for the Audi brand
The rear-wheel drive layout with retractable roof offers a taste of the upcoming production model set for 2027. According to Audi’s CEO, Gernot Döllner, the design reflects “radical simplicity.” Concept C surely is a philosophical reset for the well-known brand. Audi is moving away from clutter and the idea of overstimulation and is opting for purity. In adopting a more pure design stance, Audi is creating a timeless vehicle.
While adopting the mindset of a philosophical reset, the design still captures the spirit of the Audi TT and the Audi R8. However, Concept C exudes a much deeper calm than its predecessors. Audi Concept C is a car that not only looks different but is different and expresses a unique take on what electric mobility can be.
Concept C captures the core principles of Zen
Audi’s design director, Massimo Frascella, says that Concept C is “a Zen garden on wheels.” Frascella’s team reexamined Audi’s design DNA, and in doing so, took away any element deemed unnecessary. Concept C is thus far calmer, with precise proportionality and textural richness that is expressed in a rather simplistic way.
Journalists who drove the car through the Italian Dolomites said that the experience is unmatched and unlike that of any other EV. Concept C does not scream power. It whispers its dominance with the silence of electric motion, encouraging a connection between the vehicle and its surroundings. In adopting principles of Zen, Audi’s Concept C is more a companion than an electric vehicle. Audi proves time and again that it is not afraid of failure, even creating an engine that was going to be a failure, but one that ended up being quite the success story.
The future is scripted out for all Audis to come
Concept C has surely captured Audi’s vision. Under Döllner’s guidance, Audi is building a future surrounding principles such as clarity, technology, intelligence, and emotion. Concept C already fuses all four design principles, making quite a remarkable statement. Concept C does evoke nostalgic feelings but speaks of a future tuned to elicit trust and pure joy. Audi Concept C folds its cockpit like a book and says goodbye to its older design principles.
