Audi is making electric cars sexy again, and it’s about time

Let’s face it, electric cars haven’t been sexy for a while. The Porsche Taycan can still turn heads, but was first debuted 10 years ago. The 2025 Stuff Award-winning Renault 5 is pure retro charm, while I still think the Rolls-Royce Spectre and Mercedes G580 are two of the most desirable electric cars on the road. But lately, the EV world’s been looking a bit… beige and boxy. Efficient, clever, and packed with tech, but exciting? Not so much…

That changed this weekend when Audi invited me to London for the UK debut of its new Concept C, an all-electric two-seat roadster that could easily be mistaken for a production-ready sports car.

Held at Below The Lights, an immersive space beneath Piccadilly Circus, this event was essentially Audi pressing the reset button on its entire design philosophy.

Massimo Frascella, Audi’s Chief Creative Officer and the man behind its new direction, described the Concept C as ‘the first manifestation of a new design language that feels intuitive, confident, and unmistakably Audi.’ He spoke about ‘radical simplicity’, a phrase that kept coming up throughout the evening. ‘True clarity,’ he said, ‘is achieved by reducing everything to the essential.’

And that idea shows. The Concept C ditches the clutter and unnecessary detailing that’s crept into modern car design. The familiar Singleframe grille has evolved into a ‘vertical frame’ inspired by the Auto Union Type C racer from 1936. It sits proudly between new four-element light signatures that’ll define Audi’s next generation of cars.

From the side, it’s all fluid lines and taut surfaces, perfectly proportioned for something built around a central battery layout.

Peer inside and you can see how far Audi’s thinking has shifted. Gone are the endless touchscreens and flat black panels. Instead, the Concept C mixes anodised aluminium controls, geometric forms, and what Frascella calls ‘shy tech’, features that stay hidden until you need them.

The round steering wheel features haptic buttons that click with a satisfying ‘Audi click,’ and the centre display folds away when it’s not in use. The whole cabin looked calm, tactile, and almost analogue – something I’m very happy to see making a comeback.

Even the colour choice, a titanium-inspired finish, speaks to this new design ethos. It’s cool and technical without feeling sterile.

The Concept C’s roof is another first: a retractable hardtop that lets the car keep its sculpted shape when closed but transform into an open-air roadster at the touch of a button.

Speaking at the event, Audi UK Director José Miguel Aparicio said, “London is a city built on innovation, so it feels right to debut the Concept C here. Over many decades, Audi has set the mould for groundbreaking design – particularly with the TT – and the Concept C is the next step on our mission to lead in the premium space.”

Audi’s calling this shift a “new beginning” for the four rings, one that goes far beyond the Concept C. The company’s entire lineup is being reimagined, with over 20 new models launching within 24 months. By 2027, Audi plans to have an EV in every core segment.

And if the Concept C is anything to go by, it’ll be a very exciting future for Audi.

There’s no official word yet on when (or if) the Concept C will hit production, but a few people at the event hinted that the final car won’t be far off what we saw in London. Some automotive outlets have even driven it, which suggests this isn’t just a pretty sculpture for motor shows.

So yes, Audi is bringing sexy back, and the brand’s electric age just got its spark back.

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