TIME TRAVELLER
But this is no TT from the future, insists Audi’s CEO, who joins JAMES ATTWOOD for a drive in the radical Concept C prototype
Gernot Döllner says Audi in has yet to settle on a name for the production version of the Concept C, but confirms it will be a new nameplate: “It’s not a TT, definitely not. And it’s not an R8. We’re thinking about how to name it, which is always difficult.”
The first time Audi boss Gernot Döllner drove the Concept C was for about 30 metres onto a stage in Milan for the pivotal prototype’s unveiling in September. The second time, it turns out, is today, on a bright but fresh morning high in the Italian Dolomites – and I’m along for the ride.
Given this will be his first time driving the radical concept car that previews the Ingolstadt firm’s future on public roads, Döllner is sporting a predictably bright grin as he settles into the driver’s seat. “This will be a fun day at work,” he says. It’s a pretty surreal one too. Surrounding the Concept C in which we’re now sitting is an incredible four-ringed guard of honour formed of the machines that inspired it: the first-generation TT, an original R8 V8 coupé, an RS4 saloon and, best of all, an immaculate 1936 Auto Union Type C grand prix racer.
There will be time to admire Audi’s glorious past later. First it’s time for an exclusive taste of the firm’s future – both from the passenger seat alongside Döllner and then behind the wheel. Yeah, this really should be a fun day at work…
A CONCEPT LIKE NO OTHER
The Concept C is the manifestation of the efforts by Döllner to reshape Audi since he took over as CEO in September 2023. Most eye-catchingly, it showcases the new, streamlined design language introduced by chief creative officer Massimo Frascella, who joined Audi from JLR last year as one of Döllner’s first key hires.
The new design language is centred on ‘clarity’ and making Audi ‘distinctive’ again. There is a new ‘grille’, inspired by the one on the Type C, and a focus on minimalism and simplicity. In Audi’s Ingolstadt design studio work is already under way to roll out that new design language on all new models from 2027 onwards.
But the Concept C is more than just a design study: it previews a new electric two-seat sports coupé intended to fill the gap in Audi’s line-up left by the TT and R8, both of which went out of production over the past two years.