Audi CEO Gernot Döllner has confirmed the production of its electric sports car, the Concept C, within two years, allaying fears of its cancellation. The confirmation comes amid growing speculation about the future of the brand’s performance lineup and the potential impact of Porsche’s decisions regarding its own electric models.

Concept C’s Future Secured

In an interview with Australian magazine GoAuto, Döllner said, ‘We presented that last September, and within two years, we will have it in the market.’ This statement effectively refutes recent rumors that the Concept C had been scrapped, providing clarity on Audi’s roadmap for the performance EV.

Döllner’s comments were reinforced by an internal letter he sent to Audi employees last month, emphasizing that ‘the delivery of the platform by Porsche is not in question.’ The letter also highlighted the ‘good collaboration’ between Audi and Porsche, which is critical for the project’s success.

Design and Performance Details

The Concept C, which was revealed in September 2022, is described as a ‘serious product’ by Audi’s leadership. It is not a direct revival of the iconic TT, but Audi hopes it will have a similar impact on the brand’s image. The design includes an electrically folding targa roof, a feature that has not been seen in Audi’s recent models.

According to Chief Creative Officer Massimo Frascella, the Concept C had about 87 percent of the final design at the time of its revealing. The design language of the Concept C is expected to influence future Audi models, marking a shift from the brand’s current reliance on digital interfaces.

Unlike modern Audi models that feature numerous screens, the Concept C incorporates more physical controls and a discreet infotainment system that folds into the dashboard. This design choice echoes the aesthetics of Audi’s 2010-era models.

Technical Specifications and Production

The production model will be based on the Volkswagen Group’s PPE Sport platform, with a battery pack positioned ahead of the rear wheels. The Concept C, which weighed 3,725 pounds (1,690 kilograms) in concept form, featured a rear-mounted electric motor. A dual-motor, all-wheel-drive configuration is also under development.

Oscar da Silva Martins, Head of Product and Technology Communications, acknowledged that Audi’s cabin quality has declined in recent years but expressed confidence in the brand’s ability to improve. ‘We have certainly been better in terms of quality in the past, but we will get there again,’ he said.

Audi’s boss, Gernot Döllner, has projected annual sales of the Concept C to be in the ‘very low five digits,’ suggesting that the car will not be a commercial blockbuster. However, he emphasized that the car’s primary goal is to signal Audi’s return to performance and innovation.

While the Concept C will be a niche product, it is crucial for Audi’s rebranding efforts. The electric sports car aims to address customer dissatisfaction with the brand’s recent direction, particularly in the performance segment.

Analysts believe the Concept C could play a key role in Audi’s strategy to regain market share in the luxury electric vehicle segment. With the EV market growing rapidly, Audi’s entry into this segment with a high-performance model could help the brand compete more effectively with rivals like Tesla and Porsche.

The production car is expected to be revealed in 2025, with initial sales likely to begin in 2026. Audi has not yet announced pricing details, but the car is expected to be positioned in the premium segment, competing with models like the Porsche 718 and the Tesla Roadster.

Audi’s commitment to the Concept C reflects a broader strategy to diversify its product lineup and address the evolving needs of its customers. The company is also investing heavily in electric vehicle technology and infrastructure, which will support the production and sales of the Concept C.