Audi Concept C Redefines Radical Simplicity in London
The Audi Concept C, an unambiguous preview of the brand’s future design philosophy, made its UK debut at an exclusive London event hosted by Audi’s Chief Creative Officer, Massimo Frascella. Rooted in clarity, intelligence, technicality and emotion, the Concept C influences every future Audi model and drives a fundamental realignment for the entire company. “Radical simplicity is the core of Audi’s new design philosophy,” says Audi AG Chief Creative Officer, Massimo Frascella. “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.”
Inspired by the past yet created for the future, Audi continues a 60-year legacy of leadership in cutting-edge technology, progressive design and motorsport-derived innovation. Icons such as the Audi Ur-quattro, TT coupé, and R8 V8 have shaped the brand’s identity over the decades, and the Concept C continues this heritage for a new generation of drivers seeking a modern premium roadster. The Concept C reimagines the Singleframe grille, the defining face of Audi models since its debut on the Audi A6 in 2004. Inspired by the Auto Union Type C of 1936, the new vertical frame projects presence and sits centrally between fresh light signatures that feature four horizontally arranged elements in each headlight, reinforcing Audi’s reputation for pioneering lighting technology.
Audi chooses London for the Concept C’s UK premiere to highlight the connection between progressive design, urban culture and premium mobility. “London is a city built on innovation, so we are incredibly proud to host the Audi Concept C following its public debut at the IAA Munich,” adds Audi UK director, José Miguel Aparicio. “Over many decades, Audi has set the mould for groundbreaking design, particularly with the TT coupé, and the Concept C is the brand’s next step on our mission to become the leader in the premium space.” This London debut strengthens Audi’s position in the competitive premium segment and underlines how the Concept C signals the next chapter in Audi design.
The idea of radical simplicity is carried through in the Audi Concept C, where anodised aluminium, geometric forms, and elegant surfaces create a calm, driver-focused cabin. Audi places tactility and perceived quality at the forefront, expressed through a round steering wheel with haptic elements and the return of precise physical controls manufactured from anodised aluminium. Like the exterior, the titanium-inspired colour finish inside the cockpit creates a sense of harmony and technical precision that aligns with Audi’s modern design language and digital-first user experience.
For the first time on an Audi roadster, the Concept C features a retractable folding hardtop that integrates seamlessly into the car’s proportions. The roof maintains the sculpted silhouette when closed and transforms the driving experience at the touch of a button when open, delivering refinement, rigidity and open-air engagement without compromise. This engineering choice reinforces Audi’s blend of innovation, usability and emotional appeal in the performance roadster segment.
Audi stages the Concept C’s UK debut at Below The Lights, a contemporary event space at London’s Piccadilly Circus created for immersive, digitally driven experiences, making it the ideal setting for this new design era. A 14-metre-wide LED display showcases the Concept C’s finer details, precision surfacing and advanced lighting, amplifying the impact of the physical car and immersing guests in Audi’s evolving design story. Through Concept C, Audi demonstrates how radical simplicity, technological depth and heritage-inspired cues come together to define the brand’s future in the premium mobility landscape.
