The Radical Next
09/02/2025
09/02/2025
“We want to shape a brand capable of inspiring desire and creating cultural impact.
Massimo Frascella, Chief Creative Officer AUDI AG
Radical simplicity is at the heart of our approach. We achieve clarity by reducing everything to the essential. Until what remains is strong enough to withstand the future.
There is no excellence without precision. We push boundaries of technology and design. We explore new materials and technologies to open up new opportunities.
We go to extremes to break new ground. Probe at the edges of possibility. Intelligence helps us go further with less.
The outcome of `The Radical Next´ must always be an emotion: understatement that takes the breath away.
`The Radical Next´ is a unifying philosophy, which we will apply to every decision we make. The whole of our brand will be expressed in every detail, from our working culture and processes to our places, spaces and interfaces. We are establishing Audi as a design-driven company. At the heart of this transformation is our Chief Creative Officer (CCO) Massimo Frascella and his Audi Design team.
“The Audi Concept C is just a glimpse of what’s to come.
Massimo Frascella, Chief Creative Officer AUDI AG
The vehicle shown is a concept vehicle that is not available as a production vehicle.
The vehicle shown is a concept vehicle that is not available as a production vehicle.
The vehicle shown is a concept vehicle that is not available as a production vehicle.
The vehicle shown is a concept vehicle that is not available as a production vehicle.
The embodiment of a reduction to the essential, the Audi Concept C has no unnecessary lines or features. A commitment to geometric purity and athletic minimalism in an all-electric sports car. Its vertical frame is a confident return to the forms that made us distinctive in the past: precise, intelligent and designed to maximize emotional impact.
“Through `The Radical Next´, everything we do will be unmistakably Audi. And this is just the beginning.
Massimo Frascella, Chief Creative Officer AUDI AG
The vehicle mentioned is a concept vehicle that is not available as a production vehicle.
The vehicle mentioned is a concept vehicle that is not available as a production vehicle.