Audi unveiled the 'Audi Concept C' that embodies its new design philosophy. Although it started with the TT, the design philosophy has become clearer.
On the 4th, Korea time, Audi revealed its development project for the Audi Concept C in Milan, which allows a glimpse into the future design of various models. This new design philosophy, pursuing clarity, symbolizes a new beginning for the company as part of Audi's fundamental restructuring. It focuses on the essence of products, processes, and structures, laying the foundation for innovation and technological leadership.
Held under the slogan 'Strive for clarity,' this Milan event marks a new chapter in Audi's transformation. Through a design that focuses on clarity, Audi strives for a timeless minimalist aesthetic while continuing to differentiate itself in a fierce competition.
It is no coincidence that this new beginning takes place in Milan, a city of design and technology, and the home to great figures. Audi CEO Gernot Döllner explained, "Visionary thinking and the drive that goes beyond familiarity are what Audi pursues."
This is why Milan, known as the design capital of Italy, is perfectly suited for Audi to start a new era. Here, the ideal beauty that Audi pursues finally takes form.
▲A new design philosophy focused on clarity
The new approach is manifested in a design language that clearly expresses Audi's identity. Audi's identity lies in its unique design, uncompromising quality, and sophistication.
Massimo Frascella, chief creative officer, said, "What Audi pursues can be summed up as 'radical simplicity'. We seek clarity by retaining only the most fundamental elements and removing unnecessary aspects. Radical simplicity is the core of our approach. We achieve clarity by reducing everything to its essence. The world flows rapidly and complexly, and our responsibility is to do better and focus on what truly matters."
This philosophy extends beyond the exterior to the interior as well. Cutting-edge technology and premium materials are intricately applied in areas that can present new possibilities to customers, achieving maximum effect with minimal change. He added, "For a car to become an object of desire beyond a rational experience, emotion is essential," and remarked, "We aim to be a brand that ignites aspirations and creates cultural impacts."
The Audi Concept C, which will be publicly unveiled at the International Motor Show (IAA) in Munich, is the first model to implement this new design philosophy. It is a concept vehicle that offers a sneak peek into the design of future Audi products and a new interior experience, presenting design principles that Audi will universally apply. It eliminates unnecessary lines or components and pursues restraint and geometric clarity that stay true to the fundamentals. This is exemplified by the vertical frame inspired by the iconic Auto Union Type C racing car, which captures attention with its vertical structure. The interior also minimizes distractions and provides necessary information at the right moment.
Audi CEO Gernot Döllner emphasized, "Audi's history has been marked by innovation, cutting-edge technology, and a dedication to design clarity. Audi's legendary models perfectly embody these characteristics." Audi's Quattro all-wheel drive system has revolutionized the automotive industry, achieving success in motorsports with powerful engines, innovative materials, and aerodynamic designs, impacting vehicle development as a whole.
The restoration of Audi's identity and commitment to fundamental restraint is not limited to design. CEO Gernot Döllner stated, "The way we design vehicles is how we shape the company." He noted that the new design philosophy will be reflected in Audi's management principles, influencing the design of the model portfolio and product range as well as Audi's organizational structure. He added, "Clarity is the compass by which Audi will move forward."
Announcing the new design philosophy in Milan signifies a new beginning. CEO Döllner stated, "The inspection phase is over. Now it is time to look to the future and accelerate. We will focus on what truly matters and set standards for design and quality."
▲"The foundation for restructuring has already been laid"
Since 2023, Audi has been pushing for fundamental changes through the 'Audi Agenda.' In the first half of 2025, it actively carried out business restructuring to strengthen its innovation capabilities and secure future competitiveness. CEO Döllner noted, "Visible results are now appearing. Specifically, the success of model development projects and portfolio concentration shows that investments in quality and innovation are paying off. Additionally, in the Chinese market, we are repeatedly confirming our willingness to expand into the market through the new sister brand AUDI." Audi plans to invest around 8 billion euros in its business sites in Germany by 2029.
By the end of this year, Audi will have launched more than 20 new models over the past 24 months, securing the most diverse new model portfolio in the premium segment. Following a full change of core models such as the Audi A6 launched in spring and the Audi Q3 launched in summer, Q3 Sportback e-hybrid will be unveiled at the IAA.
Next year, Audi will continue its new model development projects. The upcoming new models include entry-level pure electric vehicles, which are set to be produced in Ingolstadt in 2026, and performance models from Audi Sport. With a balanced launch of pure electric vehicles, plug-in hybrids, and next-generation internal combustion vehicles, Audi is expected to maintain a stable and flexible presence in key markets such as Europe, China, and North America during the transition to electric mobility.
At the same time, Audi is already advancing its next-generation innovation cycle. Through various strategic collaborations, including partnerships with Volkswagen Group and Rivian, it is developing software-centric innovative technologies more quickly and efficiently.
In 2026, Audi plans to enter Formula 1. This aims to test new technologies, materials, and processes in the world's most competitive testing ground. CEO Döllner stated, "We are fully committed to preparing for our entry into Formula 1." As a result, another exciting event will be held a few weeks after unveiling the new design philosophy in Milan. He added, "I hope that the upcoming Formula 1 starting next year will provide an opportunity for fans to see what Audi will showcase."
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