Presentation of the Audi Concept C: In the footsteps of the Audi TT

The Audi brand is certainly not going through easy times. Profits fell by more than a third in the first six months, while business in China and the USA was already better. At the same time, the management has to sell itself in terms of communication to be able to afford a Formula 1 commitment in this environment. One response to all of this is to try to move forward. The Concept C study shows the direction in which this should go.

Radically simple

It was shown for the first time at an evening event in Milan. It will also be on show at the IAA Mobility in Munich. Furthermore, it is difficult to overlook the parallels with the TT, which began with two studies at the IAA in 1995 and was launched on the market in 1998. The current concept car is of "radical simplicity" and "unfolds cultural relevance", according to the letter accompanying the Concept C.

Bild 1 von 9

Audi Concept C (9 Bilder)

In fact, the Targa is designed largely without frills or visual playfulness. The design appears cool and very reduced. Audi CEO Gernot Döllner argues that the company is concentrating on what really counts to set standards in design and quality. Some of the new models have been criticized for their quality in particular. Audi wants to improve in this area too with a return to focus.

20 new models in 24 months

The study is intended to be more than just a trade fair magnet, as a series model could be launched in as little as two years. Until then, Audi has planned a flood of new products. By the end of 2027, 20 new models are to be presented. These include a car with a battery-electric drive that is affordable by Audi standards and will be produced in Ingolstadt from 2026, as well as performance models from Audi Sport. Audi intends to take a three-pronged approach to drive systems. As before, there will be combustion engines, plug-in hybrids and battery-electric drives.

(mfz)