Concept cars and show cars allow automotive designers to think outside the box, set creative impulses, and open up new, sometimes experimental, perspectives. However, this does not mean that the connecting line to the history of the respective brand is severed—on the contrary. Chapter looks back on the most exciting designs of 2025.
Mercedes-Benz Vision Iconic
Opulent and timeless, the show car presented in October 2025 reinterprets one of the most striking features in automotive history: the iconic Mercedes-Benz chrome grille. The further development of the traditional brand face gives the already anything but restrained vehicle additional presence. »Inspired by the golden age of automotive design of the 1930s, this show car embodies the pure essence of Mercedes-Benz. With its seemingly endless hood, which gives it a majestic presence, sculpturally flowing lines and a touch of Art Deco, it rises to become a true icon of automotive beauty,« says Gorden Wagener, who surprisingly announced his departure as Chief Design Director at Mercedes-Benz in December 2025.
Inside, the Vision Iconic offers a glimpse into future, luxurious driving experiences: The transformation from the classic driver’s seat to a place of conscious travel and automated driving forms the basis for a new interior concept with a lounge atmosphere. A continuous bench seat made of deep blue velvet replaces the individual seats; the room appears open, calm and—one might say—almost theatrically staged. The center of the interior is the so-called »Zeppelin«—a floating glass construction that combines instruments, displays and handmade details.
BMW Concept Speedtop
There are several influences from the history of the Bavarian automobile manufacturer that come together in this concept vehicle—produced in a strictly limited small series: The striking arrow shape of the sharknose evokes memories of the BMW Z8, which is considered an icon in the roadster segment. The flowing silhouette, in turn, quotes BMW’s traditional touring history. The long hood with two framed air outlets is adorned with a central center bar that extends from the hood over the roof to the rear spoiler and evokes reminiscences of the BMW 503.
All these quotes from the brand’s rich history combine in the case of the BMW Concept Speedtop to create an elegant shooting brake, which was presented in May at the Concorso d’Eleganza Villa d’Este 2025. It also follows the striking design language of the BMW Skytop. «A real BMW exudes dynamism and elegance even when stationary,» emphasizes Adrian van Hooydonk, Head of BMW Group Design. In addition, this concept vehicle was designed to create a consistent connection between the interior and exterior — through the two-tone color and material concept as well as through the striking roof bar, which is reflected as a light joint in the two-tone, leather-covered headliner.
Audi Concept C
With the Concept C, Audi is ushering in a new design philosophy in which radical simplicity and clarity are central. The all-electric sports car with two seats is the first sign of the new direction, for which Massimo Frascella, Chief Creative Officer at the Ingolstadt-based manufacturer since June 2024, is largely responsible. At the center of the redesigned front is the vertical frame, whose clear, upright shape is inspired by the Auto Union Type C and the third generation of the Audi A6.
The new brand face gives the concept vehicle presence and identity. In addition, with the Concept C, Audi is introducing a new light signature consisting of four horizontally arranged elements in each headlight and taillight. The roofline underlines the monolithic shape of the vehicle without losing the open character of the concept. The Audi Concept C is also a concept vehicle with road approval, which allows an even clearer view of future production models.
Bentley EXP 15
In terms of design, the five-meter-long concept vehicle shows some parallels to the three-seater Speed Six, which was first presented in 1930 and was best known under the nickname «Blue Train». The long hood and the slightly rearward-shifted cabin clearly indicate this. The Bentley EXP 15 is the first all-electric model presented by the traditional British brand and is intended to herald a new chapter in Bentley’s design history. The body appears monolithic and sculptural overall, but the aerodynamically optimized rear forms a harmonious contrast. The illuminated radiator grille is also striking, with which the vertical silhouette typical of Bentley receives a new interpretation.
The iconic brand face is quoted, while at the same time a modern, digital light sculpture is created. The logo has also been refined: The iconic Bentley wings have undergone a gentle revision and now present themselves in a more angular and sharper manner.
Hyundai Concept Three
With the Concept Three, Hyundai is offering a glimpse of a future, compact electric vehicle that is considered a harbinger of the Ioniq 3. At the same time, the study serves as a carrier of a new design language: «Art of Steel». This is understood as a creative examination of the material steel—not as a mere surface, but as a structurally and formally formative material. SangYup Lee, Executive Vice President and Head of Hyundai & Genesis Global Design, points out in this context that Hyundai is one of the few automobile manufacturers that produce their own steel. This results in an unusually close connection between design and manufacturing and the design question of how the specific properties of the material can be made visible and tangible instead of merely imitating them.
The approach of designing the vehicle as a hatchback model arose from the desire to stand out from the hatchback models present in Europe. »The silhouette starts low at the front to achieve aerodynamic advantages and then rises to a striking roof profile—with an acceleration point directly behind the rear passengers, giving them maximum headroom. From there, it transitions into a striking ducktail spoiler. And let’s be honest—who doesn’t love ducktail spoilers?« says Loasby. [SW]
