Former Jaguar Land Rover (JLR) design director Massimo Facchella is now making waves at Audi. At JLR, he played a key role in shaping iconic cars like the Range Rover, Discovery and Defender. He was also behind the design of the daring Jaguar Type 00, a car that divided opinion. After its unveiling, he left JLR to join Audi, where he is now ready to start even bigger discussions.
Remember when Audi first made exciting cars like the Audi TT? The kind of car that made people say, “I want one of those.” Well, those days are back with the Audi Concept C. This is Audi’s latest sports car concept, designed to channel the spirit of the original TT while introducing a new design language for the brand’s future.
Bold Front Design
The front of the Audi Concept C is striking and architectural. Audi has ditched its famous single-frame grille, replacing it with a new “vertical frame.” This rectangular section features a brushed aluminum badge floating on a colored polycarbonate panel. Not only does it look futuristic, but it cleverly hides the radar sensor. The headlights also feature vertical elements that reference Audi’s four rings. In DRL mode, they shine with a signature graphic, and when the main beam is activated, the lights move to create a new look.
Sports Car Silhouette
Design Viewed from the side, the Concept C retains the classic two-seater coupe shape, with a single, sharp line running from front to rear. A second vertical line divides the car into a golden-ratio-inspired layout. The side skirts, front splitter and rear diffuser feature forged carbon elements. The wheels are 20-inch units inspired by the original TT’s six-spoke design, but with modern aero inserts for efficiency. The Audi badge on the wheels is also self-leveling.
Coupe and Convertible in One
Like the TT, this car also comes in convertible form. But instead of choosing between coupe and cabriolet, the Concept C combines the two. The roof splits neatly into a rear deck and folds down, offering the best of both worlds. From behind, the car feels more R8 than TT, with a low, wide stance and a forged carbon diffuser that houses F1-style fog lights. Instead of a glass rear window, a camera and fins integrate the brake lights and improve aerodynamics.
Interior with a Twist
Inside the cabin, the Concept C focuses on unique details rather than flashy features. The seats feel more like pieces of art than car seats, made entirely of breathable wool rather than leather. The door panels and dashboard also use wool with titanium accents for a clean yet technical, and futuristic look.
The digital cockpit is inspired by the original Audi Quattro. The instrument binnacle houses lights called “quattro flaps” that serve as both ambient lighting and driver alerts, such as flashing red during launch control. The speedometer sits above the other display information, making it easy and clear to read.
There’s also a circular steering wheel with physical buttons, a nostalgic but refreshing move in today’s touchscreen-heavy world. The center console gets knobs for volume and drive modes, along with a translucent storage box that shows off your phone shining behind it. And yes, there’s a touchscreen, but it stays hidden, and flips out of the dashboard when needed.
Massimo Facchella’s vision for Audi is bold, architectural and rooted in both heritage and forward-thinking. Brands like Bentley are also exploring a similar design philosophy, suggesting that this could be a broader trend in luxury cars.
While the Concept C is officially a “concept,” strong rumors suggest that it will enter production sooner than expected, possibly by 2027. Just as the original Audi TT Concept surprised the world by becoming a real car and later an icon, the Concept C could follow in the same vein.
Retro, futuristic and exciting, this Audi shows that it still knows how to make cars that grab people’s attention.
