A new Audi concept comes to life
Brands are changing. They look for the next best thing, and with technology being the latest fad in the automotive industry, quality, care, and craftsmanship are taking a backseat. Audi has had a rough few years, and, similar to the milestone that the Audi TT represented for the brand in the late 1990s, Massimo Frascella, Chief Creative Officer, sees even more potential in his latest creation, the Audi Concept C. But this is more than just a concept. It's a mindset change for the brand, and Massimo raises some impressive points.
Audi's new goal is a call to action from the whole company with the aim to make the brand truly distinctive once again. Yes, Audi hasn't blown our socks off recently, and their models are good but a bit predictable. The brand’s idea to achieve this distinctive new persona has been given a code name of sorts, and it’s called “The Radical Next”.
Massimo recalled the days of the 100 Quattro, which showcased the latest capabilities and technology by driving up a ski jump. Nowadays capability has plateaued at the edge of engineering possibilities, and the new focus is on tech. Yet for Audi, it's more about the use of technology than its mere presence. He stated that, “for Audi, technology is a given, unobtrusive and yet functional and present when the customer wants it.”
Technology is everywhere within the automotive space, and I tend to agree with Massimo. Tech is fantastic, but it mustn't be a focal point for a vehicle. It should enhance the experience without tarnishing the feel and character of a car. Which brings us to his next and most passionate point. Simplicity.
He uses the word 'clarity' throughout his interview about this new concept. Explaining that clarity is achieved by whittling down to the essentials. He further unpacked clarity by explaining that there is a danger in losing it within this fast-paced and overloaded world we live in, which I believe is a reference to spec- and tech-heavy new cars that lack character. So what does this mean for this new concept?
Well, the Concept C is a representation of the brand's new identity. Its size, surfaces and simple details represent what Audi hopes to achieve in the future, and it looks incredible. So this is all exciting talk for Audi's new design philosophy, but what about this concept which Audi is pushing towards production? Well, it's not as exciting as we hoped for, at least for now.
The Concept C is a two-seater, full-EV sportscar, and this sense of radical simplicity is real. Its lines are straightforward, its shape is streamlined and uncomplicated, and its interior is, well, simple. But I must say, it is gorgeous, only I feel that it is a touch too romantic in the wrong direction. As incredible as it looks, Jaguar's new identity was also gorgeous, but its direction was too forward-thinking.
I find simplicity in the basics. Cramming tech into a screen is not simple in my eyes; yes, it makes the cabin space appear practical, but joy is found in the basics. In other words, for me, joy is found in the simple things like analogue information and radio, a gear lever and hydraulic handbrake, and a chassis that is designed to be wrestled with, not planted at ludicrous speeds. I love this mindset of purity, but I feel that Audi could potentially take this a step further. The first-gen TT was just that, a fun and engaging drive on a small and sporty platform with little tech to distract you within. And that's why it was so popular.
The Concept C is a gorgeous idea, and it will likely look a touch less futuristic if it reaches the assembly line. From an enthusiast's perspective, though, I hope it is straightforward enough, entertaining when necessary, and engaging. This is an initiative that the brand needs, and whether its new identity will change the brand entirely is yet to be seen, but I do hope that they keep their heritage at its core.
