Quick Highlights:
- Audi Concept C revives the TT spirit with a radical electric roadster design
- Features a retractable hardtop roof, louvers instead of a rear window, and 21-inch wheels
- Debuts Audi’s new rectangular grille and “shy tech” interior philosophy
- Likely to arrive in 2027, priced between the old TT and R8 with a six-figure tag
When Audi pulled the plug on both the TT and the R8, the brand’s lineup suddenly felt a little too serious—lots of SUVs, plenty of luxury, but nothing you’d call a proper sports car. Fans started to wonder if Ingolstadt had quietly closed the book on fun altogether.
This week in Milan, Audi answered with a grin. Meet the Concept C, a compact electric roadster that mixes the Bauhaus simplicity of the original TT with a few cues borrowed from the Auto Union Silver Arrows of the 1930s. It’s not retro for the sake of nostalgia—it’s Audi showing that heritage can fuel the future.
Think of it as TT 2.0. The original 1995 TT concept shocked the world when it debuted on stage in Frankfurt, and Audi aims to spark a similar reaction again. This time, however, the show car is more than just a design study. Audi insists the production version will look nearly identical when it arrives in 2027.
From Milan, the Concept C is headed to the Munich IAA show, where every German automaker will be flexing their electric ambitions. Audi’s message is simple: the sports car isn’t dead—it’s just learned how to run on electrons.
A Radical New Audi Face
The Concept C is more than a pretty sketch brought to life—it’s also the debut of Audi’s next design language. For years, we’ve gotten used to the brand’s soft-edged hexagonal grilles, but this car rips up that template. In its place sits a sharp-edged, rectangular grille that gives the front end real presence, a frame that holds the four rings proudly like jewelry on display. Audi says this new look will scale up and down the range, from SUVs to sedans to future RS models.
Lighting plays an equally important role. Across the nose, four-part daytime running lights slice the front end into a bold new signature. The same quad motif is also present at the back, where thin taillight strips are integrated into louvers instead of a traditional rear window. It’s futuristic, but the inspiration is pure history—those louvers echo the Auto Union Silver Arrows of the 1930s.
On paper, the Concept C is no tiny toy. At 178 inches long and nearly 78 inches wide, it’s bigger than the original TT and even longer than the R8. Yet the proportions are pure sports car: a low stance, swollen fenders, and 21-inch wheels filling the arches. Audi claims a curb weight of approximately 3,726 pounds, roughly in line with the last R8 Spyder. Cloaked in satin Titanium paint, the Concept C looks carved rather than stamped—especially when viewed from the rear, where its fastback roofline flows into sculpted bodywork with the precision of an industrial sculpture.
A Roof That Hides Away
Audi calls it a first: the Concept C’s retractable hardtop disappears into the rear deck, leaving an open-air roadster in seconds. The silhouette recalls classic Targa-style cars, but with a modern twist.
Inside, Audi applies what it calls “shy tech”—technology that hides until summoned. A 10.4-inch screen tucks completely into the dash when not in use. Real aluminum switches deliver that signature “Audi click,” while hidden storage compartments keep clutter out of sight.
The cabin avoids leather altogether, instead using two-tone wool twill for breathability and comfort. Warm-toned forged carbon fiber finishes the console and splitters, showing that sustainability doesn’t have to come at the cost of visual drama. Even the steering wheel stays round, bucking the flat-bottom trend.
Under the Skin
Audi hasn’t revealed full specs, but the Concept C is rear-wheel drive in its show car form, with all-wheel drive just a motor away. An 800-volt electrical system means ultra-fast charging, while its likely Porsche 718 underpinnings hint at serious performance credentials.
What about the price? Audi says it’ll sit between the TT and R8—a wide range, given the TT started at about $53,000 and the R8 at $161,000. That puts the Concept C squarely in six-figure territory, aimed at enthusiasts craving something more attainable than an R8 but more exotic than a TT.
How the Concept C Stacks Up Against the TT and R8
| Model | Length (in) | Width (in) | Wheelbase (in) | Weight (lbs) | Powertrain | Drive Layout | Roof Type | Interior Highlights | Starting Price (est.) |
|---|---|---|---|---|---|---|---|---|---|
| Audi TT (discontinued) | 165.0 | 72.1 | 98.6 | ~3,150 | 2.0L Turbo I4 / 2.5L I5 | FWD or Quattro AWD | Fixed Coupe / Soft-Top Roadster | Leather, classic MMI | $53,000 |
| Audi R8 (discontinued) | 174.6 | 76.4 | 104.3 | ~3,750 | 5.2L V10 (562–602 hp) | RWD or Quattro AWD | Fixed Coupe / Soft-Top Spyder | Virtual cockpit, supercar finish | $161,000 |
| Audi Concept C (preview) | 178.0 | 77.6 | 101.1 | ~3,726 | All-electric, 800-volt system (TBD) | RWD (AWD likely optional) | Retractable hardtop (first for Audi) | Wool twill, “shy tech” screen, forged carbon | ~$100,000 (est.) |
The Road Ahead
The Concept C isn’t arriving in a vacuum. Audi is preparing a wave of new models in 2026 and 2027, from entry-level EVs to RS performance cars, while also gearing up for Formula 1 entry in 2026. This roadster isn’t just nostalgia—it’s a signal Audi intends to compete on performance as much as luxury.
It also marks the first full design statement from Massimo Frascella, Audi’s new Chief Creative Officer, who joined from Jaguar in 2024. If his first act is to reinvent the TT as an electric roadster, expect the rest of the lineup to follow with sharper edges and bolder confidence.
Final Words
The Audi Concept C isn’t just a pretty showpiece. It’s a manifesto: TT spirit reborn, Auto Union heritage revived, and Audi’s electric future declared in one radical package. From its louvers to its hidden roof and “shy tech” interior, this is Audi saying the sports car is alive and well—even without a drop of gasoline.
If the TT was Audi’s design icon of the ‘90s, the Concept C is its electric encore. And just like the original TT, this car could redefine what an Audi sports car means for an entire generation.
Source: Audi
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