"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,"
"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 organization. We call it 'The Radical Next'." Let's start with the car itself."
Audi presents the Concept C as a compact, all-electric two-seater with a retractable folding hard-top that champions 'radical simplicity' and refined precision. The design echoes the TT, Auto Union Type C Grand Prix car, the Rosemeyer concept, Bauhaus, and German modernism while avoiding overt retro stylings. Leadership pushed for a new sports car to restore coherence and desirability across the lineup, using creative design and manufacturing techniques to strip elements back. The company frames this approach as a brand reset under the philosophy 'The Radical Next', intended as a call to action to make the brand distinctive again amid industry challenges.
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