The auto industry is going through a big rethink globally. While many auto brands initially promised a full shift to electric vehicles (EVs), several are now slowing down that transition, opting to balance between EVs, hybrids, and conventional engines to meet changing market demands.
German luxury carmaker Audi is one such brand. Even as it continues to support internal combustion engine (ICE) vehicles where buyers still prefer them, the company has revealed its ‘Concept C’ in Milan, in a striking new design that signals the future direction of its cars.
Audi calls it part of “the radical next”, a reboot of its design philosophy. The Concept C features a minimalistic interior, moving away from oversized touchscreens. Instead, it uses chunky physical controls designed for a tactile “Audi click” feel. A hidden 10.4-inch screen only pops out when needed, while backlit touch-sensitive controls remain invisible until activated, combining old-school usability with modern tech.
On the outside, the Concept C draws inspiration from Audi’s legendary 1930s Auto Union Type C race cars, as well as the much-loved Audi TT roadster that ended production in 2023. The car is a folding hardtop convertible, a first for Audi, blending the elegance of a coupe with the thrill of open-air driving. Its sleek titanium-inspired paint and tapered design give it a futuristic yet classic appeal.
Interestingly, the car has no rear window instead, it uses a digital rear-view mirror, much like the Polestar 4. The presence of side mirrors and wipers, however, suggests it’s closer to production reality than most concepts.
While Audi confirmed that the Concept C is an electric vehicle with rear-wheel drive, it has not shared technical details yet. A Quattro all-wheel drive version is also expected down the line. Speculation suggests it may share DNA with Porsche’s upcoming electric 718, though nothing has been officially announced.
For Audi fans in India, the Concept C represents hope that the company will blend electric innovation with heritage design, creating cars that are futuristic but still emotionally engaging. If this design philosophy makes it to production, the Concept C could be the spiritual successor to the TT and a head-turner on Indian roads as well.
