Audi unveils electric Concept C, signals sports-car return for 2027
Two-seat, battery-only prototype shown in Milan previews a production model aimed at reviving Audi amid falling sales and factory cuts
Audi on Tuesday evening unveiled the Concept C in Milan, a two-seat, battery-only prototype that the company says previews a production sports car due in 2027 and signals the brand's return to the sports-car sector.
The German manufacturer, which ended production of the TT in November 2023 and discontinued the R8 in March 2024, has been without a dedicated sports car for more than a year — the first time in roughly 25 years. Audi executives said the Concept C will, in terms of design, remain largely unchanged as it moves toward production, but that the forthcoming model will not carry the TT name.
Audi described the Concept C as a statement of intent for an electric era of sports cars from the brand. The prototype is a two-seat sports car powered solely by batteries; company leaders presented it as a vehicle to spearhead a broader strategy to stabilize and rebuild the marque following a period of declining sales, weakening profits and recent factory closures.
Company officials emphasized continuity between the show car and the planned production model, saying the appearance shown in Milan would be "largely unaltered" when the vehicle reaches customers. The reveal was positioned as a milestone in Audi's transition away from internal-combustion sports models toward fully electric performance cars.
The Concept C arrives as global automakers accelerate electrification of performance segments. Audi's own recent portfolio moves — ending both the TT and R8 lines — left the brand without a flagship sports offering for the first time in a quarter century. Executives said the new electric two-seat will anchor a renewed product push intended to address financial and production challenges that have affected the company.
Audi gave limited technical detail at the unveiling, focusing instead on design intent and the strategic role of the vehicle. The company reiterated that the project is slated for production and that styling will translate closely from concept to showroom model. Executives also confirmed the vehicle will not be marketed under the historic TT nameplate, citing strategic reasons for the change.
The Concept C presentation reflects a broader industry trend in which automakers use concept cars to preview production-ready electric models while reshaping brand lineups for a zero-emission future. Audi's move to reintroduce a dedicated sports car as an electric two-seater will be watched for how it influences the company's market positioning and its efforts to recover sales and margins.
Audi plans to bring the model to series production in 2027, according to the company. Further technical specifications, pricing and exact model naming were not announced at the Milan reveal.