Vietnam, September 3, 2025

A new beginning in Milan: Audi unveils new design Audi Concept

• The Audi Concept C exemplifies a new design philosophy.
• CEO Gernot Döllner: “Clarity, focus, and commitment to implementation – that’s how we are reshaping design and the company.”.
• CCO Massimo Frascella: “We want to shape a brand capable of inspiring desire and creating cultural impact.” 

Milan/Ingolstadt, September 2, 2025 – As it unveils the Audi Concept C study in Milan, Audi is offering a definitive preview of the design of future models. The four rings are taking a progressive step: in an increasingly complex world, Audi is uncompromising in its commitment to clarity. The new design philosophy is part of Audi's fundamental realignment and represents a new beginning for the company as a whole. Products, processes, and structures are focused on what is essential, creating space for innovation and technological leadership.

Held under the banner “Strive for Clarity,” the event in Milan also marks the next chapter in the company's transformation. With a design that focuses on clarity, Audi is taking a bold step towards a reduced and timeless aesthetic that will continue to differentiate the company in times of increased competition. It is no coincidence that this new beginning is taking place in a city that has stood for design, technology, and remarkable personalities for centuries. 

A new design philosophy focused on clarity 

The new approach is made apparent by a language design, which unmistakably embodies the brand's identity. Audi stands for distinctive design, uncompromising quality, and sophistication.

“Radical simplicity is at the heart of our approach. We achieve clarity by reducing everything to the essential,” says Chief Creative Officer Massimo Frascella. This not only applies to the vehicles’ exteriors, but also to their interiors. The latest technological innovations and materials are used precisely wherever they enable new possibilities for customers – and minimal measures have maximal impact. 
For Frascella, this approach is about what makes a car desirable beyond rational experience. Emotions thus play an important part in the design philosophy. “We want to shape a brand capable of inspiring desire and creating cultural impact.”

Audi Concept C previews the design of future models 

The Audi Concept C, which will be on show at IAA in Munich, is the first manifestation of this new design philosophy. The concept car previews the design of future products and a new interior experience, embodying universal design principles: a reduction to the essential – without superfluous lines or elements – and a commitment to geometric clarity. It is defined by the vertical frame inspired by the iconic Auto Union Type C racing car. The vehicle design's vertical orientation focuses on the gaze. Reduction to the essential is also reflected in the interior, which frees users from distractions and provides the right information at the right time through intelligent technology.

“Clarity is an ethos and the compass that will guide Audi through the times ahead.”, emphasizes Audi CEO Gernot Döllner. The presentation of the new design philosophy in Milan represents a new beginning.

Discover more: https://www.audi.com/en/innovation/design/striveforclarity/