It's a dynamic time right now in the automotive industry. Many manufacturers that previously pledged themselves to dive head-first into the wonderful world of electrification are now pumping their literal and metaphorical brakes on the idea, leaning back into hybrids, plug-ins, and various other transitional means of propulsion.
Audi is one of those brands that has been softening its stance on the EV front lately, pledging to continue supporting internal combustion-powered machines so long as the market demands. But its new concept unveiled today in Milan gives us a striking view of a next generation of EVs — and hybrids, and others — that will wear four rings on the nose.
It's called the Concept C, and it's part of a movement Audi brass have called "the radical next." It's meant to be something of a reboot for the brand's design efforts, a back-to-basics project that starts on the inside with a dramatically simplified interior design.
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While many modern Audis feature one or two giant touchscreens that dominate the dash, in the Concept C, there's just a pure dashboard with a subtle, illuminated vertical slot in the middle. Controls are physical and chunky, designed to have a strong sense of weight and tactility, featuring what the car's designers describe as the "Audi click."
Tim Stevens for Engadget
It's definitely a major departure for Audi, but there is a nod to modern sensibilities with a 10.4-inch touchscreen. It's hidden, tucking itself behind the dashboard when not needed and quickly swiveling into view when summoned. The car also features buttons and touch-sensitive surfaces that disappear behind the dashboard, a row of backlit controls that only appear when needed.
The outside of the car is a substantial reboot, too. In this new concept, you'll see some similarities to the brand's last great roadster, the TT, which went out of production in 2023. But to see the key inspiration for the Concept C, you have to go back a little further, back to the Auto Union Grand Prix machines of the 1930s.
Specifically, Audi is referencing the Type C, which raced from the pre-Formula One days of 1936 to 1937. That car's shape and upright grille definitely carry on in the Concept C, but this new road car has one feature that vintage racing machines lacked: a folding hardtop convertible.
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