Audi unveils the Concept C in London, marking a new era for the four rings
Audi took its vision of the future straight to Piccadilly Circus. At a showcase event in London, the brand revealed the Audi Concept C, an open-roof trailblazer that introduces a new design philosophy and signals both the end of one era and the start of another.
Audi’s creative chief Massimo Frascella described the Concept C as “the first expression of a new design language that feels intuitive, confident, and unmistakably Audi.” He added that “true clarity comes from removing everything unnecessary.” This is Frascella’s first major concept since joining from Jaguar Land Rover, and his influence is clear — the car’s form echoes that of Jaguar’s most recent concept study.
The Concept C draws power from Audi’s own history. Its vertical “Singleframe” grille takes inspiration from the 1930s Auto Union Type C race car, now positioned lower and wider than before. Each headlamp features four horizontal light modules, a visual signature likely to define future production models.
The presentation also paid tribute to the icons that shaped Audi’s identity — the Ur-quattro, TT, and R8. Concept C is meant to carry that legacy into the next decade, blending retro spirit with digital precision much as the TT once redefined minimalist sportiness.
That radical simplicity continues inside. Clean geometry, anodised aluminium, titanium-coloured surfaces and physical controls form a deliberate counterpoint to today’s touchscreen excess. The round steering wheel, complete with haptic elements, evokes a time when driving was a mechanical act rather than a virtual one.
For the first time in an Audi convertible, an electrically retractable hard-top has been used, allowing the car to keep its sculpted profile whether open or closed.
The launch took place at Below The Lights, Piccadilly Circus’s latest immersive venue, where a 14-metre-wide LED screen highlighted the Concept C’s detailing and craftsmanship.
The Concept C serves as a design compass pointing to where Audi is headed — less visual noise, more intuition and character. The brand that once spoke the language of technology now seeks to express the same idea with greater confidence. Whether customers will appreciate the shift is another matter.
