The Audi Concept C, described by the premium brand as ‘an unambiguous preview of the brand’s future design philosophy’, made its UK debut at an exclusive London event hosted by Audi’s Chief Creative Officer, Massimo Frascella.

“Radical simplicity is the core of Audi’s new design philosophy,” says Audi AG Chief Creative Officer, Massimo Frascella. “True clarity is achieved by reducing everything to the essential —the Concept C is the first manifestation of a new design language that feels intuitive, confident, and unmistakably Audi.”

The 'Singleframe' grille, the face of Audi models since it was first introduced on the Audi A6 (2004), has been reimagined with the Concept C. Inspired by the Auto Union Type C (1936) the new ‘vertical frame’ conveys presence and sits centrally between new light signatures featuring four horizontally arranged elements in each headlight.

“London is a city built on innovation, so we are incredibly proud to host the Audi Concept C following its public debut at the IAA Munich,” added Audi UK director, José Miguel Aparicio. “Over many decades Audi has set the mould for groundbreaking design, particularly with the TT coupe, and the Concept C is brand’s next step on our mission to become the leader in the premium space.”

For the first time on an Audi roadster, the Concept C features a retractable folding hardtop. It allows the car to retain its sculptured shape when in place, but also the possibility of open top driving at the touch of a button.