Original title: The Concept C Is the All-Electric Sports Car Kickstarting Audi’s Design Future
Car companies love a mission statement. With the arrival of the Concept C, Audi’s new one is crystal clear: “radical simplicity”. An all-electric two-seater with a retractable folding hard-top, the Concept C is a “progressive interpretation” of the company’s legacy, says Audi—and it’s not hard to see the TT has factored pretty heavily in that. But as you pick your way through the messaging—key words here are precision and clarity, as well as a re-emphasis on our old friend, “Vorsprung durch Technik”—this feels like a substantial reset after a period of aesthetic drift. This isn’t just a piece of conceptual eye candy, then: it’s Audi engaging combat mode in an industry currently beset with challenges. “Our vision is a call to action for the whole company—and is essential for making our brand truly distinctive once again,” Audi’s Chief Creative Officer Massimo Frascella explains. “It is the philosophy behind every decision we make, and we aim to apply its principles across the entire org