New beginning in Milan: Audi unveils new design

Milan/Ingolstadt, September 2, 2025 – Audi is offering a glimpse into the design of its future models at the unveiling of the Audi Concept C in Milan. The brand with the four rings is taking a new step forward: in an increasingly complex world, Audi is continuing its commitment to clarity. The new design philosophy is part of Audi’s fundamental restructuring and represents a new beginning for the entire brand. Products, processes and structures are all focused on the essentials, creating space for innovation and technological leadership.

Held under the theme “Strive for Clarity”, the event in Milan also marks the next chapter in the brand’s transformation. With a design focused on clarity, Audi is taking a bold step towards a timeless, stripped-down aesthetic that will continue to differentiate the brand in an era of increasing competition. It is no coincidence that this new beginning takes place in Milan – a city that has been associated with design, technology and remarkable personalities for centuries.

A new design philosophy focused on clarity

The new approach is clearly expressed in a design language that clearly expresses the brand identity.

“Radical simplicity is at the core of our approach. We achieve clarity by reducing everything,” says Creative Director Massimo Frascella. This applies not only to the exterior but also to the interior of the vehicle. The latest technological and material innovations are used precisely wherever they can create new value for customers – and the minimalist measures are maximally effective.
For Frascella, this approach goes beyond the rational experience of what makes a car desirable. Emotion therefore plays an important role in the design philosophy. “We want to shape a brand that is aspirational and has a cultural impact.”

Audi Concept C previews the design of future models

The Audi Concept C, which will be on display at the Munich International Motor Show (IAA) in Munich, is the first concept car of this new design philosophy. The concept car previews the design of future products, embodying the principles of extreme minimalism – no unnecessary lines or details – and a commitment to geometric clarity. The design is defined by a vertical frame inspired by the iconic Auto Union Type C racing car. The car’s longitudinal design draws the eye. The reduction to essential details is also evident in the interior, which helps to avoid distractions and provides the right information at the right time thanks to intelligent technology. “Clarity is a spirit and a guiding principle that will guide Audi in the future,” said CEO Gernot Döllner. The introduction of the new design philosophy in Milan marks a new beginning.