There was no denying the family resemblance when Audi’s exciting new Concept C was lined up alongside some of the other design standouts from the brand’s past recently. Leaving the confines of the Milan show where it was first unveiled last month and then later at the Munich International Motor Show, the Concept C headed out on the road as well as being photographed with existing ‘members of the family’.

The car that created such a stir when the covers came off was no less striking on the road, with its taut, clean surfaces and minimalist design approach cutting an impressive figure on the Alpine roads where it was put through its paces.

At once a thoroughly modern design approach, the Concept C unmistakably pays homage to some of the great design standouts of the brand that have come before, with the TT most often mentioned, but with unmistakable elements from the likes of the R8 and right back to the Auto Union Type C evident. 

Being photographed with the likes of the TT, R8, RS 6 (C6 from 2004), and the Auto Union Type C racing car show a clear design progression through these models to the present and future that bodes well for the next step in the brand’s continuing evolution.

The Concept C is the first major design concept to come under the stewardship of the brand’s new Chief Creative Officer, Massimo Frascella. An unashamed fan of the Audi TT, elements of this car and its proportions can be seen in the new living concept. 

“Audi has always been a daring brand,” Fascella has said of the new direction. "The brightest moments in our history have involved daring leaps of imagination and innovation, cutting-edge technology and groundbreaking design. Now it is time to dare again.”

What’s more with the Concept C is the fact that it, or a vehicle based on it, has already been confirmed by Audi CEO, Gernot Döllner, as the embodiment of future design for the brand.

“We won't show design studies anymore,” Mr Döllner said in an interview earlier in the year.”

“Every concept we show will have a product decision behind it.”

So while the Concept C makes a strong design statement both inside and out, it very much represents future design for series production vehicles as opposed to being a showcase of futuristic ideas.

The design of the car may be a perfect synthesis of tradition and the modern, but the technology driving it is absolutely cutting edge. The all-electric sports car features exceptional driving dynamics – offering up all of the thrills of open-top motoring, but with the elegance of a hard-top. This is achieved through a metal electric roof that seamlessly retracts at the touch of a button. The Concept C features the very latest automotive technology from Audi to create a car that in many respects goes ‘back to basics’ and draws on the feelings of a time when driving pleasure was at the centre of sports car design.

Inside too it has been pared right back to a minimalist cockpit that is elegant in its simplicity. And yet, it still offers the latest of technology and creature comforts, but without having them on show. Subtly integrated technology ensures an intuitive user experience, with every physical control crafted to deliver high mechanical quality and a refined sound – the signature ‘Audi click’. While modern items like the foldable 10.4-inch display remain hidden until needed, preserving the clean, functional interior feel.

It is an exciting design that points to an equally exciting next chapter which is not far away. Quite rightly the Concept C has attracted enormous attention and positive feedback since it was first shown and there is mounting expectation of just how close to this stunning vision of the future the series production model will be when it appears some time in 2027.