In Milan, a city that has long set the rhythm for the world of design, Audi unveiled its Concept C — an all-electric, two-seat sports car that speaks more of poetry than power. It is a car defined by clarity, by restraint, and by an elegance that feels inevitable. With Concept C, Audi opens a new chapter, one led by Massimo Frascella, the brand’s Chief Creative Officer, and defined by a design philosophy where radical simplicity is the new luxury.

“Clarity by reducing everything to the essential,” says Frascella. The Concept C embodies this ideal — a purity of line and surface that avoids distraction yet holds emotional power. In Milan, the car feels at home: pared-back but never minimal, sculptural yet light, a statement of design intelligence presented in a city that thrives on it.

At night, Concept C comes alive through its new light signature: four luminous horizontal elements in both the headlamps and rear lamps. It’s a motif designed not just for illumination but for identity — an unmistakable presence that lingers on the road long after it passes.

The Concept C is presented in Titanium, a hue of quiet strength. It carries the warm luster of the metal itself — technical, timeless, resilient. Against the backdrop of Milan, this color choice feels deliberate: a reminder that great design is as much about tone and texture as it is about form.

“Visionary thinking and a drive to go beyond the familiar are exemplary to Audi,” reflects Audi CEO Gernot Döllner. Concept C is a manifesto of that belief. More than a design study, it is a glimpse into a future shaped by restraint, emotion, and unmistakable presence. In Milan, it is both debut and declaration: the beginning of a new Audi era.