With the Audi Concept C, the German car manufacturer is presenting its new design philosophy for the first time. Under the current creative responsibility of Chief Designer Massimo Frascella, this philosophy is primarily characterized by reduction and clarity. The so-called »Vertical Frame« reinterprets the brand’s history and gives the sports car a sculptural presence.
»When we speak of clarity and reduction, it means, among other things, that all design elements we create must have a right to exist and should also authentically fit into the brand image«, Massimo Frascella told us in October 2024, a few months after he took on the role of Chief Creative Officer at Audi. At the time of our conversation, the native Italian, who began his career at Stile Bertone, was looking for an apartment – in a phase of settling in, also at his new workplace. The fact that Frascella has now settled in very well is also evidenced by the presentation of the Audi Concept C at the IAA 2025, with which the German car manufacturer is ushering in a new design era. Based on the images of the concept vehicle, it becomes clear what the Italian designer was alluding to when he spoke about clarity, reduction, and the right to exist, but was not yet allowed to show any concrete sketches or drawings.
Almost a year later, Frascella puts it this way: »Radical simplicity is at the heart of what we do. We achieve clarity by reducing to the essential.« This applies to both the exterior design of the vehicles and the interior. Therefore, an uncompromising focus on clarity distinguishes the concept vehicle — and will also shape the design of future models.
»Proportions, surfaces, and details are clearly further developed and create a confident reinterpretation of the brand identity. The study shows a clear, sculptural presence, as if the vehicle were crafted from a single piece of metal — free from distractions, defined by tension and pure form. The Audi Concept C is a tangible interpretation of the new design philosophy, a symbol of the conviction that will transform our company and the entire brand«, says Frascella. The design is also a reaction to the complexity of our time, as the CCO further emphasizes.
Despite all reduction, the sports car still exudes precision and power. The focal point of the new front is the »Vertical Frame«, from which the entire vehicle develops. With its clear, upright form, inspired by the Auto Union Type C (1936) and the third generation of the Audi A6 (2004), the vertically aligned frame stands for presence and identity. A strong shoulder line defines the volume of the two-seater sports car; the proportions result from the mid-battery architecture. The roofline extends far back and rests on the body. At the rear, clear surfaces and horizontal seams emphasize the sporty character.
However, the focus on the essential will not only play a central role in design. »How we design our vehicles is how we will also design our company«, states Audi CEO Gernot Döllner. The new design philosophy is therefore a corporate principle for Audi, which should be reflected in the design of the model portfolio and the offering structure, as well as in the organizational setup of the company. »Clarity is a stance and the compass that guides Audi through this time.« [SW]
