The Audi Concept C signals a dramatic new direction for the brand, serving as a dual revelation: it offers a collection of clues to the future design language for all new Audis under design boss Massimo Frascella’s team, and it directly previews a new Audi sports car expected to go on sale in 2027. This pretty two-door coupe, which also functions as a folding-roof cabrio, is rumored to share a platform with the much-anticipated electric Porsche Boxster and Cayman, though specific performance, range, weight, or price details remain undisclosed.

Indicating its close-to-production status, the Concept C features practical, real-world elements rarely seen on pure concept cars, such as standard road tyres, functional door mirrors (not cameras), proper windscreen wipers, and even a cut-out for a numberplate on the rear. These details suggest a vehicle nearing its launch in just a few years.

The exterior design is characterized by its neat, unfussy aesthetic. A shrunken, vertical ‘grille’ motif at the front, inspired by the 1936 Auto Union Type C racer and the 2006 Audi A6, cleverly hides the front-facing radar. When combined with the quad-element headlights, which Audi insists are a nod to its 'four rings' identity, there are subtle hints of Bugatti Chiron influence. The rear of the vehicle maintains a minimalist approach, eschewing the fake mesh and cosplay exhausts of recent RS models. Instead, it features quad-element LEDs mirroring the front, and conspicuously lacks a back window, a design choice attributed to weight saving, featuring three vents inspired by the Type C racer. Nods to the R8 LMS endurance racecar and even Will Smith’s Audi RSQ from 'I Robot' are also present. The vehicle also sports revamped Nineties ‘Avus’ six-spoke wheels with aero faces and 3D machined spokes, and the shape of the rear haunch charging flaps subtly evokes the old R8 ‘sideblade’.

Inside, the Concept C manages to feel both futuristic and quintessentially Audi by embracing a clean, unfussy environment that deliberately shuns massive screens, touch-sensitive buttons, and even Audi’s latest oblong steering wheel. Instead, it features a timeless circular steering wheel with a milled Audi logo at its center. The switchgear on the steering wheel is crafted from anodised aluminium, providing a solid, tactile 'click' when pressed, while the scrolling knobs boast a sophisticated knurled finish. While there are concept-car flourishes like a central motorized cubbyhole lid and climate controls shining through a translucent shelf, the instrument screen is clearly rendered and a central infotainment touchscreen discreetly motors out of a hidden cave when summoned. The driving position is classic Audi, with pedals slightly offset to the right. Even the air-vents have four slats, and there are four physical buttons on the center console, reinforcing the 'four' theme. The two seats are upholstered in wool, chosen not just for its sustainable properties, but because its weave allows for a bum-cooling ventilation system to breathe through the fabric, eliminating the need for visible speaker grilles as songs seep through the material.

While the overall shape of the Concept C screams ‘mid-engined’, its lack of cooling vents and ducts clearly hints at an electric vehicle (EV) future. It is widely expected to adopt a ‘mid-battery’ layout, similar to the delayed next-generation electric Porsche Boxster and Cayman, which are now anticipated for late 2027. This timeline grants Audi additional time to refine the underpinnings. The decision to make an EV sports car, while a philosophical challenge for Porsche, aligns well with Audi's historical focus on design over pure driving dynamics. The Concept C has the potential to be a significant trendsetter, aiming to re-establish Audi as a design leader and serious sports car manufacturer, much like the TT and R8 did in their time. With Audi also establishing a standalone sub-brand in China, it can focus on a sports car for the European market without concerns about its relevance in its largest global market. The Concept C is poised to be the flag-carrier for Audi’s new design themes, much like the original TT.