Audi's New Design Chief Confirms Concept C's Vertical Grille as Future Design Language

Audi's new Head of Design, Massimo Frascella, recently revealed that the tall, vertical grille featured on the Concept C unveiled in 2024 will become a signature design element for future Audi models. The concept car is seen as a preview of the next-generation TT sports car, blending Audi’s classic styling cues with design language reminiscent of Bugatti. Frascella emphasized that while all models will share a unified design theme, A-segment cars, sports cars, and SUVs will express their individuality through differences in proportions, lines, lighting signatures, and front-end details. Additionally, Audi interiors will move away from "screen dependency," reducing glossy black plastic surfaces and returning to physical buttons and knobs to create a luxurious tactile experience that harmoniously blends mechanical and digital elements—enhancing brand-specific sensations such as the distinctive "Audi click."