A STUNNING new concept car has been unveiled by Audi - and it's more than just a designer's pipe dream.

For the German brand says that the radical new Concept C roadster previews the styling of a new high-performance sports car which will be the successor to the TT and is expected to be launched within the next two years.

But more than that, the Concept C is the first manifestation of the company's new design philosophy and paves the way for the styling of future products.

Audi calls the new design language ‘radical simplicity' and says it represents a new beginning for the Volkswagen Group company, branding it the next chapter in the company's transformation.

"The phase of taking stock is over. Now is the time to look to the future and pick up speed. We are focusing on what really matters to set standards in design and quality," says CEO Gernot Döllner.

Audi chose Milan, the capital of Italian design and fashion, to launch its vision of the future under the banner ‘Strive for Clarity'. Says Döllner: "Clarity is an ethos and the compass that will guide Audi through the times ahead."

And the CEO explains: "The way we design our vehicles is the way we will shape our company. The new design philosophy is therefore a corporate principle for Audi that will be reflected in the design of the model portfolio and the product range as well as in the organizational structure of the company."

The design team has been led by Audi's chief creative officer,. Massimo Frascella. who says: "Radical simplicity is at the heart of our approach. We achieve clarity by reducing everything to the essential,"

And he adds: "We want to shape a brand capable of inspiring desire and creating cultural impact."

By the end of this year, Audi will have introduced more than 20 new models within 24 months and the company's new model initiative will continue in 2026 with a fully electric entry-level model and new performance models from Audi Sport.

Next year will also see Audi entering Formula 1. Says Gernot Döllner: "Preparations for our start in Formula 1 are moving at full speed. We look forward to giving all fans a concrete preview of what to expect from us in Formula 1 starting next year."