Audi is returning to its design-led brand identity, with last year’s Concept C electric sports car introducing a new design language that will set the brand apart from both its traditional German rivals and a range of new Chinese rivals.
In conversation with Daily Sparkz At the 2026 Formula 1 Australian Grand Prix – where a new Audi team contested its first F1 race of the modern era – global sales boss and Audi board member Marco Schubert said the Concept C’s design would shape the look of its next era of production vehicles.
“For us, design is still the main reason why customers buy our cars,” said Schubert Daily Sparkz. “It’s about our positioning of the brand and that’s in the genes of the Audi brand.”
“This is the first car we’ll have with what we call ‘Radical Next’ design – ‘Radical Next’ is more or less the working title – but it really feels like a big step compared to what we’ve done before.”
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“From a customer perspective, we had a big theme: simplification in the exterior design. So it’s a really clear design that really stands out, that stands out from the competition,” said the Audi board.
The Concept C’s look was created under the direction of Italian designer Massimo Frascella, who also worked on the upcoming Jaguar Type 00 electric grand tourer before moving to Audi in 2024.
A production version of the sports car concept is planned for 2027 and will bring Audi dealers another coupe after the discontinuation of the A5 Coupé, the TT and the R8.
“What we want to create is perhaps something we refer to internally as a ‘TT moment,’” Schubert said.
“The Audi TT (first generation from 1998) was also really a big change for the brand. That’s why it’s important to go in a positive direction, attract young customers, be more emotional as a brand and of course (brand slogan) ‘Vorsprung durch Technik’ to really push this forward again.”
“Advancement through technology” is a motto that the brand has used for more than four decades.
“I mean, it’s not just on the outside, but also on the inside, because it’s a big step too.”
“I was at Mercedes before and then I went to Audi and obviously Audi was really perceived as a new brand with a new technology and that was a big trigger at the time for young people moving into the brand as well.
“This (the Concept C) then marks the start of the change to the entire range. So we will convert the entire range to the new design, with the rollout across the entire brand, and then all the next models will follow.”
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