Audi is doubling down on aesthetics, believing that striking designs are still the primary reason customers choose their vehicles. This move comes as the company navigates falling sales figures – a 2.9% decline last year following an 11.8% drop in 2023.
A Design Reset with the Concept C
The automaker is previewing a significant design overhaul with the Concept C, a model slated for production within the next two years. Audi board member Marco Schubert emphasized that “design is still the major reason why customers are buying our cars.” The new approach, dubbed “Radical Next,” signals a bold shift in the brand’s styling philosophy.
The goal? To recapture the impact of iconic models like the original TT, a car known for its striking looks and sales success. Audi aims to differentiate itself from competitors through “simplification in terms of exterior design… really clear design… which is different against the competition.”
Interior Focus: Quality and Controls
Beyond exteriors, Audi acknowledges past shortcomings in interior quality and is pledging improvements. Unlike rivals like BMW, which are leaning heavily into minimalist, screen-dominated cabins, Audi plans to reintroduce some physical controls alongside higher-quality materials. This suggests a focus on user experience and tactile feedback.
The Production Reality: 87% Similarity
The production version of the Concept C is expected to retain approximately 87% of its concept form, according to Audi designers. While the company has ruled out reviving the TT or R8 nameplates, the new model is still positioned as a potential catalyst for broader showroom traffic, much like a “rolling advertisement.”
The Bigger Picture: SUVs and Future Models
The Concept C’s design will influence the next generation of Audi models. However, the immediate lineup – including the upcoming Q7 and Q9 SUVs – will still carry the older design language. An entry-level electric vehicle, intended to evoke the spirit of the quirky A2, will also follow suit initially.
Ultimately, Audi’s success hinges on delivering a tangible improvement in design and quality. The company’s recent performance suggests that a shake-up was necessary. While a sports car alone won’t drive significant volume, it could reignite brand interest and draw customers back into showrooms. The true test will be how effectively this new aesthetic translates across the broader SUV range, where the bulk of sales reside.
