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2025 Audi Q5 TFSI quattro Prestige Review: Evolution as a Design Strategy

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PROS:


  • Interior material quality exceeds what the segment typically delivers

  • Screen integration feels intentional rather than bolted on afterward

  • Adaptive air suspension transforms ride character between driving modes

  • Acoustic glass creates genuinely quiet cabin at highway speeds

  • Real exhaust outlets signal design honesty throughout the vehicle

CONS:


  • Rearward visibility compromised by styling choices and roofline rake

  • No hands-free liftgate gesture system like competitors offer

RATINGS:

AESTHETICS
ERGONOMICS
PERFORMANCE
SUSTAINABILITY / REPAIRABILITY
VALUE FOR MONEY

EDITOR'S QUOTE:

Evolution as philosophy: when restraint becomes the boldest design choice.

I spent a week with the third-generation Audi Q5 Prestige in Tambora Gray Metallic, and what struck me first was not any single feature but the accumulation of considered choices. Built on Volkswagen Group’s Premium Platform Combustion architecture with a turbocharged 2.0-liter TFSI four-cylinder producing 261 horsepower and 273 lb-ft of torque, this compact luxury SUV occupies familiar territory at $63,290 as tested. The design decisions embedded in its surfaces, proportions, and material selections tell a more nuanced story. The Q5 represents what happens when a manufacturer chooses careful iteration over spectacle.

Designer: Audi

What distinguishes this generation from its predecessor is not a single dramatic gesture but rather an accumulation of details that reveal themselves over days rather than minutes, over highway miles rather than showroom walks, over lived experience rather than specification comparisons. The raked silhouette borrows visual vocabulary from the larger Q7, establishing family resemblance without direct mimicry. Panel gaps have tightened to tolerances that reward close inspection. The decorative exhaust finishers have been replaced with genuine rectangular outlets, a small change that signals larger philosophical shifts about authenticity in automotive design. These aren’t features that demand attention at first glance. They’re details that accumulate into a stance that reads as resolved rather than aggressive, as confident rather than desperate to impress, as the work of engineers and designers who understood that restraint requires more discipline than excess.

The vehicle’s proportions establish its intent before any specification sheet is consulted. Wheelbase dimensions remain close to the previous generation, but cargo volume has expanded to 56.9 cubic feet with rear seats folded, a gain of 2.8 cubic feet. That’s design as problem-solving.

Exterior Form Language

The singleframe grille anchors the front fascia with a presence that has become signature Audi vocabulary, wider and higher than before, flanked by functional air curtains that channel airflow along the body sides, reduce turbulence around the front wheels, and contribute measurably to the 25 mpg combined fuel economy figure while adding horizontal emphasis to the front that grounds the vehicle’s face as the LED lighting signatures lift the eye upward, creating a tension between opposing visual forces that produces dynamism without chaos. In person, the Tambora Gray Metallic finish shifts subtly between cool silver and warm graphite depending on the light, a $595 option that flatters the Q5’s surfacing without demanding attention, revealing the gentle curves of the fender flares and the controlled tension of door panel surfacing in ways that more dramatic colors would overwhelm. I walked around this vehicle at least a dozen times during my week with it, and each angle revealed something slightly different about how Audi’s design team approached the challenge of updating a successful shape without losing what made it work.

That’s restraint as design strategy.

The Prestige trim’s LED headlights plus with eight digital DRL signatures represent a departure from the notion that headlights are merely functional, allowing personalization within boundaries that maintain brand coherence, while the digital OLED taillights transform the vehicle’s nighttime presence entirely with a full-width light bar and dynamic animation sequences that other drivers will notice before they recognize the Audi badges. Front and rear lighting can now express personality. You can choose character, but the character stays on-brand, never straying into the visual vocabulary of competitors or aftermarket modifications.

The shoulder line carries through the side profile without interruption, a decision that prioritizes visual length over sculptural drama, that trusts the basic proportions to create interest rather than relying on creases and vents and stamped-in details that would only compete for attention. Where competitors might break this line, the Q5 maintains continuity. The 20-inch 5-arm design wheels from the $800 optional wheel package fill the arches convincingly, and the roofline’s rake creates forward momentum even at rest, suggesting capability without the aggressive stance that defines sportier alternatives.

Real exhaust outlets replace the decorative finishers of the outgoing model, communicating mechanical honesty in a market where many competitors still rely on chrome trim pieces that hide the actual exhaust routing somewhere underneath the bumper, a detail that speaks to broader shifts in automotive design thinking about authenticity versus theater, about what we show versus what actually exists, about whether buyers notice or care about such distinctions and what it says about a brand that assumes they do. The previous generation’s false tips suggested performance that the actual exhaust system didn’t support. What you see is what exists. Light catches the fender flares and door panels in ways that reveal gentle curves rather than aggressive angles, while the 12-volt mild hybrid system recovers energy during deceleration invisibly, feeding it back into the electrical architecture that powers the countless systems modern buyers expect, the design absorbing the technology rather than announcing it, integrating engineering advances into surfaces that look simpler than they are.

Interior Architecture

The cabin represents the most significant departure from the previous generation. Sliding into the Pearl Beige interior for the first time, you notice the difference immediately. Where the predecessor was criticized for visual austerity, the new interior addresses this through layered materials and deliberate contrast.

The 14.5-inch MMI touch display dominates the center stack with a presence that might overwhelm in lesser integrations, but here it sits within the dashboard architecture rather than perched atop it like an afterthought, paired with the 11.9-inch Audi virtual cockpit plus that renders navigation and vehicle information with the kind of clarity and customization that once defined luxury flagships, while the Prestige package adds a 10.9-inch MMI passenger display that allows front passengers to manage navigation or entertainment without distracting the driver, though I found myself wondering whether the additional screen complexity serves real needs or simply provides another differentiator on specification sheets that buyers compare without understanding what they actually want. Screen integration matters more than screen dimensions. Too many competitors treat displays as afterthoughts, floating tablets stuck to dashboards designed before touchscreens became standard. Here, the screens belong, and that belonging required more engineering effort than simply making them larger.

The driver’s position establishes immediate relationship to the controls. Power tilt-and-telescopic steering allows precise positioning. The head-up display projects information directly into the sightline. Tri-zone climate control divides the cabin into manageable thermal territories. These are ergonomic solutions dressed in premium materials.

Rear seat architecture employs a 40/20/40 split-folding configuration with sliding capability. The center section folds independently. This configuration solves real-world problems.

Storage solutions throughout the cabin demonstrate attention to daily use patterns, expanding door bins and reorganized center console compartments creating a space that feels designed by people who actually load groceries and manage coffee cups during commutes rather than by stylists optimizing photography angles, while the LED interior lighting pro package adds atmosphere without distraction, touching surfaces that matter at night, transforming the Pearl Beige leather into warmer tones under ambient illumination that makes the cabin feel like a different space after dark, more intimate, more considered, without requiring any adjustment from the driver beyond the simple act of driving into evening.

Material Composition

Material selection in the Q5 follows a hierarchy of touch frequency that allocates budget where it matters most to perceived quality, soft-touch plastics yielding appropriately under pressure on surfaces that hands contact regularly, leather wrapping appearing where fingers rest during normal driving, metal accents providing cool contrast to warmer materials, while lower surfaces that are seen but rarely touched employ more practical materials that clean easily and resist the wear that comes from thousands of entries and exits, from muddy shoes in winter and sandy feet in summer, from the accumulated debris of lives actually lived in vehicles rather than merely photographed in them. This graduated approach represents mature design thinking.

Run a hand across the dashboard, and you feel seams, grain, the subtle undulation of material stretched over structure.

Technology Integration

The MMI interface operates through that 14.5-inch touchscreen with a responsiveness that has improved markedly from previous generations, haptic feedback providing confirmation of inputs, menu structures reorganized to reduce navigation depth for common functions, Apple CarPlay and Android Auto integration appearing as expected equipment alongside smartphone mirroring that handles the connection without the lag that plagues some competitors, while navigation through the MMI Navigation plus system renders on either the center screen or the Virtual Cockpit depending on preference, allowing drivers to keep route guidance in their primary sightline rather than glancing repeatedly toward the center stack. The system works. It doesn’t delight, but it doesn’t frustrate either, which may be the more important achievement.

Driver assistance helps without replacing. Adaptive cruise assist maintains distance. Lane-keeping provides gentle input. Blind-spot monitoring illuminates warnings where they belong.

The Bang & Olufsen sound system with 3D sound represents the kind of feature that separates luxury from mainstream, speaker placement optimized for the cabin’s acoustic properties, resulting sound quality rewarding careful listening with spatial depth that the 3D processing enhances without artificiality, dialogue in podcasts and calls maintaining clarity at any volume level, bass response that never overwhelms or distorts, treble that sparkles without harshness, and an overall presentation that treats sound as part of the ownership experience rather than as a checkbox on a features list, though whether the additional cost over the standard Audi sound system justifies itself depends on how much time you spend with music versus podcasts versus phone calls versus the blessed silence that the acoustic front door glass enables.

That’s considered acoustic engineering. Not afterthought. Not badge upgrade.

Powertrain Character

The 2.0-liter turbocharged TFSI four-cylinder delivers 261 horsepower through a seven-speed S tronic dual-clutch transmission with standard quattro all-wheel drive, acceleration to 60 mph arriving in approximately 5.7 seconds. Quick enough to merge confidently. Not so aggressive that the Q5 pretends it’s something else.

The throttle response sharpens noticeably in Dynamic mode, and you feel the adaptive air suspension firm up within the first few corners, the brake pedal maintaining consistent firmness through repeated stops rather than going soft the way some competitors do when you start pushing harder than normal driving requires, which builds confidence when you find yourself on twisting roads that the Q5 wasn’t explicitly designed for but handles with more composure than its luxury SUV positioning might suggest, the steering weighting up appropriately, the body roll decreasing to levels that keep passengers comfortable rather than alarmed, the overall character shifting from relaxed cruiser to willing partner in ways that feel genuine rather than programmed, the 12-volt mild hybrid system contributing invisibly by recovering energy during deceleration and allowing the engine to shut down earlier during coasting and restart with less perceptible vibration than previous generations managed. Road surface changes come through the floor clearly enough to tell you about grip conditions without intruding on comfort.

Comfort mode isolates. Dynamic mode engages. The vehicle accommodates different moods.

Daily Reality

The quiet cabin emerges from engineering investments that never appear on feature lists, the Prestige’s acoustic front door glass joining sound-deadening materials lining the firewall and floor, upgraded door seals creating tighter barriers against road and wind noise, the panoramic sunroof’s surprisingly effective isolation preventing the drumming that open glass surfaces often produce at highway speeds, all of it combining to create a space where conversation happens at normal volume, where phone calls require no raised voice, where the outside world maintains a respectful distance, where you can think clearly during commutes that would exhaust you in lesser vehicles.

I fit a carry-on, camera bag, and weekend groceries back there without much fuss.

Cargo capacity numbers tell only part of the story, the 56.9 cubic feet available with rear seats folded accommodating large items in theory while the cargo floor’s height and liftgate opening dimensions determine what actually fits in practice, the Q5 managing these secondary measurements well with a floor sitting at reasonable height for loading, an opening wide enough to accept furniture and sporting equipment without excessive maneuvering, a power liftgate that operates with sufficient speed that waiting never feels burdensome, though I wished for a hands-free gesture system that competitors offer, the kind of feature you don’t appreciate until you approach with arms full and discover that someone else’s design team thought further ahead about your actual usage patterns.

The mild hybrid system represents the kind of engineering that never announces itself, recovering energy during deceleration and feeding it back into electrical systems that power climate control, screens, and driver assistance without drawing from the primary powertrain. The 12-volt architecture operates beneath conscious awareness, its presence detectable only in the slightly smoother restart behavior after traffic stops and the fractionally quicker throttle response during initial acceleration. Audi has chosen integration over declaration, embedding efficiency gains into the driving experience rather than celebrating them with dashboard displays or efficiency modes that remind you constantly of their existence.

Visibility from the driver’s seat balances the rakish roofline against practical sightline needs, rearward vision compromised somewhat by styling priorities, the top view camera system compensating effectively during parking maneuvers with its overhead perspective, the ventilated front sport seats proving their worth during warmer days, the side mirrors sized appropriately, the A-pillars intruding less than some competitors, the overall sense being adequate rather than exceptional outward vision, a common trade-off in the segment that the Q5 navigates without distinguishing itself positively or negatively, simply accepting the compromise that modern design priorities impose on driver awareness in exchange for the sleeker proportions that buyers say they want when surveyed about preference and prove they want by opening their wallets.

The ventilated seats earned their keep. The head-up display reduced my glances away from the road. The adaptive cruise made highway miles disappear.

Competitive Context

The compact luxury SUV segment has become perhaps the most contested territory in the automotive market, with the BMW X3 emphasizing driving dynamics, the Mercedes-Benz GLC projecting traditional luxury, the Lexus NX offering advanced hybrid technology, and the Volvo XC60 pursuing Scandinavian restraint, all targeting similar buyers with similar vehicles at similar price points, differentiating through philosophy rather than fundamental capability, through brand values rather than objective superiority, through heritage and design language rather than measurable advantages that would make one choice clearly correct and the others clearly wrong.

Buyers who prioritize sharp handling find the BMW more engaging. Those seeking hybrid efficiency examine the Lexus.

At $63,290 as tested, this Prestige-trimmed Q5 with the 20-inch wheel package enters territory where buyer expectations rise accordingly, the base Q5 starting at $52,200 before destination, the $8,400 Prestige package adding adaptive air suspension, head-up display, digital OLED taillights, panoramic sunroof, ventilated seats, and the Bang & Olufsen 3D sound system among extensive equipment, creating a vehicle that competes not only against segment rivals but against entry-level offerings from Porsche and higher-trim vehicles from mainstream luxury brands, forcing buyers to consider what they actually value and whether the Audi badge, the Virtual Cockpit interface, the specific execution of materials and technology justifies choosing this over alternatives that might offer more in one area while offering less in others.

Who Should Buy This

The Q5 Prestige suits buyers who have arrived, not those announcing their arrival. It rewards those who appreciate quality construction over attention-seeking design, who prefer refinement to drama, and who’ll notice the material choices and ergonomic solutions that accumulate into daily satisfaction. This isn’t a vehicle for people still trying to prove something.

If you want sharp handling, the BMW X3 will engage you more directly. If you want the most advanced hybrid technology, the Lexus NX deserves serious consideration. If you want Scandinavian minimalism, the Volvo XC60 delivers that aesthetic more purely. The Q5 Prestige targets those who want competence across all dimensions rather than excellence in any single one, those who value the cumulative effect of many good decisions over a few dramatic gestures.

Design Verdict

Audi has chosen evolution over revolution with this third-generation Q5, and the choice reflects confidence in the existing formula rather than desperation to change perception, the design improvements real but subtle in ways that require time to appreciate fully, better proportions becoming apparent only when parked beside the previous generation, more honest details revealing themselves only to those who look closely at exhaust outlets and lighting signatures and panel fit, richer interior materials rewarding touch rather than just sight, more advanced technology integrated more thoughtfully into an architecture that anticipates where drivers will look and reach rather than simply adding screens to surfaces that accommodate them.

I think the Q5 makes one of the stronger cases in this segment for quiet competence over dramatic gesture. Whether that philosophy connects depends on what buyers seek.

The post 2025 Audi Q5 TFSI quattro Prestige Review: Evolution as a Design Strategy first appeared on Yanko Design.

The GT50 Asks What Happens When Combustion Heritage Becomes a Design Argument

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Audi’s electrification messaging has been relentless. Press releases foreground battery density. Concept reveals emphasize range anxiety solutions. The brand’s future, by every official metric, runs on electrons. Then the GT50 surfaces, quietly, through social channels and enthusiast blogs rather than a formal unveiling, and poses a question the corporate roadmap doesn’t answer: what cultural work can a five-cylinder engine still perform when the company building it has publicly committed to moving beyond internal combustion?

Designer: Audi

The concept car itself offers one response. Built by apprentices at Audi’s Neckarsulm training center, the GT50 wraps an unmodified RS3 powertrain in new fiberglass panels that visually lower the car (even if Audi has not detailed any suspension changes) while refusing every styling convention the parent company currently practices. The result reads less as tribute and more as provocation.

Visual Defiance: Reading the Surfaces

Start with what the photographs show that no press release describes. The C-pillar treatment carves a sharp notch where contemporary Audis would flow into a smooth shoulder line. Light catches the edge and dies. Below the rear glass, the decklid drops away at an angle that creates a shadow pocket, a visual trick borrowed from Group B rally cars, where abrupt surface breaks disrupted airflow less than they announced aggression.

The diffuser tells another story. Where modern RS models tuck their aerodynamic elements into integrated bumper designs, the GT50 exposes a finned undertray that reads like industrial equipment. No attempt to blend. No body-color covers. The functional hardware becomes ornament by being left visible.

Wheel graphics interact with the body in ways that suggest deliberate coordination. The turbofan blades repeat the horizontal slat motif from the grille, creating a visual echo across the car’s length. Whether this was intentional design language or happy accident, the effect unifies the silhouette: front face and wheel face speak the same vocabulary.

Three-box geometry defines the overall proportion. Flat hood. Upright greenhouse. Hard rear edge. Each volume asserts itself rather than dissolving into the next. This is geometry as argument, a rejection of the flowing sculpture that defines the e-tron GT and its siblings.

The Engine as Artifact

The 2.5-liter turbocharged five-cylinder produces 394 horsepower. The apprentice team changed nothing about it. No additional boost. No revised mapping. No intake modifications. This restraint is the point.

Enthusiasts know the platform. Basic modifications unlock nearly 500 horsepower. The aftermarket has mapped this engine extensively. Choosing to leave it stock reframes the powertrain as something worth preserving rather than improving: a museum piece still capable of performance, displayed in running condition rather than under glass.

The configuration itself has become rare. Volvo abandoned inline-fives years ago. Ford’s brief experiment ended. Fiat moved on. Among major manufacturers, Audi alone continues production, and only in the RS3. Fifty years after the layout debuted in the 1976 Audi 100 as a packaging compromise (five cylinders fit engine bays designed for fours while delivering displacement advantages) the configuration survives as brand signature rather than engineering necessity.

Racing Ghosts: Two Distinct Legacies

The GT50’s visual references split into separate histories that share an engine family but little else.

Rally heritage came first. The original Quattro road car and its competition derivatives established the five-cylinder as Audi’s performance identifier through the early 1980s. Gravel. Snow. Tarmac stages. The configuration proved itself in conditions that punished mechanical weakness.

North American racing followed a different path. The 90 Quattro IMSA GTO and 200 Quattro Trans-Am cars ran on circuits rather than stages, competing against purpose-built machinery from manufacturers with deeper racing budgets. The blocky bodywork, the aggressive aero addenda, the turbofan wheels: these elements came from that asphalt racing context, not from rally.

The GT50 draws primarily from the second lineage. Its proportions quote the IMSA cars directly: the way the fenders box out rather than curve, the stance created by wheels pushed to the body’s corners, the rear wing that spans the full decklid width. Rally Quattros looked different. The concept acknowledges this distinction through specific formal choices rather than generic “heritage” styling.

Apprentice Programs as Design Laboratory

Neckarsulm’s training program has produced boundary-testing work before. The RS6 GTO concept eventually influenced production decisions. That project proved the pipeline exists: ideas developed under apprentice freedom can migrate into showroom reality.

Other builds have pushed further from commercial viability. An electrified A2. A 236-horsepower NSU Prinz running modern EV hardware. These projects test technical integration as much as design direction.

The GT50 fits a different category. It uses a production powertrain unchanged. The bodywork is additive rather than structural. What the project tests is audience response, whether visual commitment to mechanical heritage generates the kind of enthusiasm that justifies development investment in combustion performance when corporate strategy points elsewhere.

Manufacturing Quality as Statement

Execution matters in this context. The released photography shows panel gaps that read as production-grade. Surface alignments hold. The fiberglass work displays none of the waviness or inconsistency that marks student-built specials at other institutions.

This finish level functions as argument. The GT50 is not a sketch in three dimensions. It is a proposal that could, with different business decisions, reach production. The apprentices built something that asks to be taken seriously as a potential product direction rather than dismissed as training exercise.

The Quiet Reveal and Its Implications

No stage. No livestream. No embargo coordination. The GT50 initially surfaced through social and niche outlets rather than the press machinery Audi deploys for products it expects to sell. This distribution choice communicates uncertainty, or perhaps strategic patience.

If reception proves enthusiastic, the soft launch becomes origin story. If response flatters less, the project remains an apprentice exercise, easily distanced from official product planning. The approach hedges corporate exposure while allowing genuine audience testing.

What the GT50 asserts, regardless of its production future, is that the five-cylinder’s cultural position within Audi’s identity has not been resolved by electrification commitments. The engine configuration still generates response. The racing heritage still communicates. Whether that cultural capital translates into business justification for extended combustion development remains the open question the concept was built to help answer.

The post The GT50 Asks What Happens When Combustion Heritage Becomes a Design Argument first appeared on Yanko Design.

Audi Concept C Hands-On: When Athletic Minimalism Becomes Tangible Reality

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At Audi’s Formula 1 event in Munich, I finally got hands-on time with the Concept C that sat on display. Between interviews, roundtable and briefings on F1 operations and facility tours, I had uninterrupted access to experience every surface, control, and detail I’d only theorized about in my September analysis of the Concept C’s athletic minimalism philosophy. This wasn’t a drive review. This was the kind of access that lets you understand whether a design philosophy actually translates from renderings and press materials into physical reality.

Designer: Audi

What I found validated nearly everything I wrote three months ago while also revealing gaps that photographs and specifications simply cannot capture. Some design elements photograph better than they feel. Others hide their sophistication until your hands confirm what your eyes suspected. The Concept C falls decisively into the latter category.

The Vertical Frame Confronts You Differently in Person

Photographs suggested authority. Physical presence delivers something closer to architectural permanence. The vertical frame that defines the Concept C’s face doesn’t just command attention when you approach. It fundamentally alters your spatial relationship with the car.

Most sports cars crouch. The Concept C stands. This creates an unexpected psychological effect. You don’t feel like you’re approaching a predatory machine that wants to intimidate you. You feel like you’re approaching a piece of industrial sculpture that happens to be engineered for motion. The distinction matters more than I anticipated when writing about this design from press images.

The vertical orientation creates visual weight without aggression, exactly as Audi’s design team intended. But the physical execution elevates this from interesting design choice to genuinely novel automotive presence.

That Cylindrical Center Console Element Exceeds Expectations

I wrote in September that this single component made me “giddy as a designer” based on photographs. Seeing it in person, feeling the machined surfaces, rotating it through its detent positions: I underestimated its impact.

This isn’t automotive jewelry. This is mechanical watchmaking philosophy applied to interior controls. The tolerances are absurd. When you rotate the cylinder, each detent click communicates precision through sound, resistance, and tactile feedback simultaneously. The aluminum surface treatment creates visual depth through subtle anodizing variations that photographs flatten into uniform gray.

Under Munich’s overcast afternoon light, the cylinder surface revealed micro-textures that shift as your viewing angle changes. This component alone justifies the athletic minimalism philosophy because it demonstrates how eliminating visual complexity forces every remaining element to achieve perfection.

I spent probably three minutes just rotating this control and feeling the mechanical quality. Each click produces the same resistance. Each detent holds position with identical firmness. This is the kind of obsessive engineering refinement that luxury brands promise but rarely deliver. The Concept C delivers it in a component most drivers will interact with dozens of times per drive.

That consistency between philosophy and execution separates serious design work from concept car theatrics.

The Steering Wheel Fulfills Its Round Promise

My September analysis praised the steering wheel’s return to pure circular form after years of flat-bottom, button-laden steering wheels became industry standard. Holding it confirms the decision’s wisdom.

Your hands find natural positions immediately. The rim diameter feels slightly larger than typical sports car wheels, which initially seems counterintuitive until you realize the extra circumference distributes grip pressure more evenly during spirited driving. The machined aluminum spokes telegraph structural purpose without decorative pretense.

When you grip the wheel and apply rotational force (not enough to actually turn the stationary wheels, just enough to test structural rigidity): zero flex. Zero creaking. Zero anything except the sensation of holding something engineered to communicate road surface information without filtration or interpretation.

Modern steering wheels often feel like they’re designed to protect you from feedback. This wheel feels designed to deliver it. The absence of buttons, paddles, and switches reinforces the minimalist commitment. In an era when steering wheels increasingly resemble game controllers, this wheel returns to its core purpose: connecting human inputs to mechanical outputs with maximum fidelity and zero distraction.

Every other function lives in its proper place, leaving the steering wheel to focus on steering.

The Retractable Hardtop Mechanism Reveals Sophisticated Engineering

I watched the roof cycle through its transformation sequence twice. The two-element system maintains the monolithic silhouette exactly as promised in official descriptions. What those descriptions don’t communicate: the mechanical choreography’s absolute precision.

The roof elements move in coordinated sequence with zero hesitation, zero adjustment, zero apparent searching for alignment points. Most retractable hardtops reveal their compromise through visible gaps, adjustment pauses, or mechanical complexity that dominates the aesthetic when deployed. The Concept C’s system disappears completely when lowered.

 

The rear deck maintains clean surfacing without visible storage bulges or panel interruptions. When raised, the roofline integrates so seamlessly that you’d never suspect it retracts. This achievement separates competent engineering from obsessive refinement.

What Static Observation Cannot Reveal (And What It Can)

Twenty minutes of hands-on time creates different understanding than twenty minutes of driving would provide. I cannot tell you how the Concept C handles mountain roads or how the electric powertrain delivers power through corner exits. Those experiences require the motion I didn’t get.

But I can tell you that athletic minimalism creates manufacturing challenges that traditional design approaches avoid. The center console cylinder alone probably costs more to manufacture than entire interior control assemblies in volume-market vehicles. The steering wheel’s machined aluminum components require precision manufacturing that doesn’t scale easily. The hardtop mechanism’s sophisticated engineering demands expensive components and careful assembly.

Athletic minimalism creates cost pressures that traditional design approaches avoid by hiding cheaper materials behind visual complexity.

I left my Munich appointment with the Concept C convinced of two things: First, this design philosophy works in physical reality as effectively as it promised on paper. Second, production versions will necessarily compromise somewhere between current concept execution and market realities.

The question that matters: which compromises will Audi accept, and will the production car maintain enough of this concept’s essence to justify the bold philosophical claims.

What Hands-On Time Confirms

Three months ago I analyzed the Concept C from photographs, specifications, and official descriptions. I concluded that athletic minimalism represented genuine design evolution rather than momentary styling exercise. Forty minutes of physical interaction with surfaces, mechanisms, and materials confirms that assessment while deepening appreciation for execution quality.

The Concept C demonstrates that radical simplicity creates more challenges than traditional complexity because every remaining element must achieve excellence. Audi met those challenges in this concept. Whether production versions maintain this standard determines if athletic minimalism becomes genuine brand direction or remains concept car philosophy that reality couldn’t sustain.

But today, standing in Munich with the vertical frame commanding presence in front of me and that perfect cylindrical control under my fingertips, I experienced design philosophy transformed into tangible reality. The question isn’t whether this approach works. The question is whether the automotive industry possesses sufficient courage to follow where Audi leads.

The post Audi Concept C Hands-On: When Athletic Minimalism Becomes Tangible Reality first appeared on Yanko Design.

Audi R26 Concept: Radical Minimalism Rewrites F1 Design

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Photo: Audi

How Audi’s Formula 1 entry rewrites the visual rules of motorsport

On November 12, 2025, Audi unveiled the R26 Concept at its Brand Experience Center in Munich. I was there, and the first thing that strikes you when you see the car in person is how clean it looks compared to every other F1 car. Where competitors plaster every surface with sponsor logos and complex graphics, Audi went the opposite direction: radical minimalism driven by four design principles that treat the race car as architecture.

The R26 sat under bright reveal lighting at the Brand Experience Center, and the titanium finish showed its full reflective quality – a light, warm silver with subtle gold undertones. Move around the car, and you see how metallic finishes shift depending on viewing angle and light direction. That dynamic quality is something photos struggle to capture.

This isn’t a livery. It’s a visual system.

First Impressions: Seeing the R26 in Person

The R26 Concept sits on a raised platform at the Brand Experience Center, and from the moment you walk in, you understand what Audi means by “clarity.” The car reads as a single sculptural object. Your eye doesn’t jump between different graphic elements or sponsor logos fighting for attention. Instead, you follow the car’s form.

The red rings dominate immediately. Against the titanium and carbon, the red pops in a way that silver rings never could. Standing about 10 feet from the car, the rings are the first thing you see. Move closer, and the geometric cuts become visible. Move to the side, and you see how those cuts follow the sidepod’s compound curve.

The carbon fiber is particularly striking in person. It’s not painted black. It’s actual woven carbon, clear-coated to bring out the texture. Under the reveal lighting, you can see the individual weave pattern. It creates this organic texture against the precision geometry of the titanium panels. The contrast between smooth metal and textured carbon adds depth that flat paint never could.

The proportions feel different from current F1 cars. The R26 looks smaller, more compact, almost delicate. The narrow track width and reduced wheelbase make it look more like a classic Grand Prix car than a modern F1 machine. The minimalist graphics amplify this effect. Without visual clutter, the car’s actual shape becomes the dominant element.

Walking around the car, the geometric cuts reveal their logic. Each cut aligns with a structural element or airflow path. On the front wing, the titanium and carbon transition follows the wing’s compound curve. On the sidepods, the geometric division marks the break between the upper and lower airflow paths. These aren’t arbitrary design choices. They’re the car’s engineering made visible.

The Four Principles: Clear, Technical, Intelligent, Emotional

Audi’s design team built the R26 around four foundational principles: Clear, Technical, Intelligent, and Emotional. Each principle shapes specific design decisions.

Clear means eliminating visual noise. The R26 uses minimalist graphic surfaces with precise geometric cuts that follow the car’s structural lines rather than fight them. Where most F1 liveries wrap graphics over complex 3D surfaces, Audi’s design integrates with those surfaces. The result: a car that reads as a single visual object rather than a collection of stickers.

Technical drives the material expression. Exposed carbon fiber, metallic titanium, functional air intakes: every surface communicates its engineering purpose. The design doesn’t hide the technology; it celebrates it through selective color application and geometric clarity.

Intelligent governs the systematic application of design elements. The geometric cuts aren’t random. They map to structural stress points, airflow paths, and regulatory panel divisions. Audi’s designers worked directly with the engineering team to map every cut to the car’s invisible architecture: stress points where forces concentrate, airflow boundaries where high and low-pressure zones meet, load paths where structural members transfer energy. The visual geometry reflects forces you can’t see but that define how the car works. Function dictates form, but beauty emerges from the constraint.

Emotional brings the selective use of Audi red. While the base palette stays monochromatic (titanium and carbon black), red appears at key moments to create visual punctuation. The red rings replace Audi’s traditional silver exclusively for F1, marking a historic brand departure.

Color as Communication: The Three-Color System

Audi developed an entirely new color palette for F1, and each color has specific purpose:

Titanium: The Foundation

Titanium is Audi’s new performance color, first introduced on September’s Concept C. It’s a warm metallic that reads differently depending on light conditions. In bright sun, it appears almost white with a subtle gold undertone. In shadow or under track lighting, it shifts to a deeper, cooler gray with bronze highlights.

Photo: Audi

The Concept C introduced titanium as part of Audi’s production car transformation. The R26 adapts that same color for a radically different purpose. Where Concept C uses titanium to signal elegance and precision in a road car, the R26 deploys it for instant recognition and competitive differentiation in racing. Same color, different mission. The R26 doesn’t copy Concept C. It translates Concept C’s design language into motorsport clarity.

The warmth differentiates it from traditional racing silvers. Where chrome and aluminum feel cold and industrial, titanium conveys technical sophistication with organic warmth. It’s the color of aerospace-grade materials, of precision engineering, of expensive watches.

Titanium also solves a practical problem: visibility. On modern F1 broadcasts with complex camera angles and varying light conditions, many cars become visually similar. Titanium’s warmth and unique reflective properties create immediate visual differentiation.

Carbon Black: The Contrast

Carbon black isn’t paint. It’s exposed carbon fiber, finished to showcase the material’s woven structure. The decision to leave carbon exposed rather than painted communicates technical transparency.

Carbon black creates depth through texture. Where titanium reflects light, carbon absorbs it. The contrast between the two materials creates visual drama without graphics. The eye follows the transition between reflective and absorptive surfaces, mapping the car’s complex 3D geometry.

The exposed carbon also references Audi’s motorsport heritage. The Auto Union Silver Arrows pioneered lightweight construction in the 1930s. The R18 e-tron quattro showcased carbon monocoque technology at Le Mans. Exposed carbon fiber connects past to present through material honesty.

Audi Red: The Punctuation

Audi red exists nowhere else in the brand’s history. Created specifically for F1, it’s a pure, saturated red without orange or blue undertones. Think Rosso Corsa (Ferrari’s racing red) but slightly cooler in temperature.

Red appears selectively. It doesn’t flood the car. Instead, it marks specific moments: the halo structure, certain wing elements, brake cooling ducts. Each red application draws the eye to a functional element. Red becomes a visual guide to the car’s critical systems.

The red rings replace Audi’s silver rings exclusively for F1. Four red rings against titanium and carbon create instant recognition. From any angle, any distance, you know it’s Audi. The red rings also solve the challenge of brand visibility on a minimalist design. Without busy graphics, the rings need to work harder. Red makes them unmissable.

Geometric Language: Precision Cuts and Surface Integration

The R26’s most striking design element is its geometric surface treatment. Rather than applying graphics to the car’s complex 3D forms, Audi’s designers created precise cuts that follow the car’s structural geometry.

Think of it as subtractive design. Instead of adding visual elements, they’re revealing underlying structure through selective color application. A titanium surface might have a carbon black geometric cut that follows the bodywork’s compound curve. The cut isn’t arbitrary. It maps to an internal structural member, an airflow path, or a regulatory panel division.

This approach requires understanding the car’s architecture at a deep level. The design team worked directly with engineers to map stress points, airflow boundaries, and load paths. The visual geometry reflects the invisible forces acting on the car.

The geometric cuts also solve a challenge unique to F1: active aerodynamics. The 2026 regulations allow adjustable front and rear wings. The R26’s design maintains visual consistency whether wings are deployed or stowed. The geometric language works in multiple configurations because it follows the car’s core structure rather than any single aerodynamic state.

Proportion and Geometry: Working with the 2026 Regulations

The 2026 regulations give Audi’s designers opportunities unavailable with current F1 cars. The new cars are smaller (3.40m wheelbase vs. 3.60m), narrower (190cm vs. 200cm), and lighter (768kg vs. 798kg).

The 2026 regulations also mandate a fundamental powertrain shift: 50% electric power. The MGU-K (electric motor-generator unit) delivers 350kW, roughly matching the combustion engine’s output. This massive increase in electrical power (tripled from current regulations) changes the car’s architecture. The battery, inverter, and MGU-K create new packaging challenges and cooling requirements that directly influence the car’s geometry and surface design.

These reductions change the car’s proportions dramatically. Current F1 cars look big and planted, almost heavy. The 2026 cars will look nimble, almost delicate by comparison. The reduced wheelbase creates a more aggressive front-to-rear ratio. The narrower track width emphasizes vertical elements like the halo and rear wing.

Audi’s design amplifies these proportional shifts. The minimalist graphics make the car look even smaller because there’s no visual clutter to fill space. The geometric cuts emphasize the car’s length and narrowness. The selective red draws the eye vertically, accentuating height.

The overall impression is of lightness and precision: a car pared to its essential elements.

Material Expression: Texture and Finish

Beyond color, the R26 communicates through texture and finish. Audi specifies different surface treatments for different materials:

Titanium surfaces: Semi-gloss finish that balances reflection with depth. Too glossy and the car becomes a mirror, washing out detail. Too matte and the color loses its metallic character. The semi-gloss finish maintains the warm metallic read while preserving surface detail.

Carbon fiber surfaces: Clear-coated to reveal the woven structure but finished smooth for aerodynamic efficiency. The weave pattern creates visual texture without adding surface roughness. Under bright light, the carbon weave becomes visible, adding organic pattern to the geometric precision.

Red also needs high gloss for color saturation. Matte red looks dull and heavy.

These finish differences create a hierarchy of visual attention. Your eye goes to high-gloss red first, then semi-gloss titanium, then matte carbon. The finish strategy guides how you read the car’s form.

Typography and Graphics: When Less Is More

The R26 Concept preview shows minimal typography and graphics. The Audi wordmark appears clean and geometric, likely in a custom typeface that references the geometric cut language. Numbers use a technical, precision-cut style similar to engineering drawings.

Sponsor logos will be present on the final race car but in reduced size and selective placement. Audi’s partnership strategy emphasizes quality over quantity, which extends to livery design. Fewer, larger sponsor placements rather than dozens of small logos fighting for attention.

The lack of visual clutter makes individual elements more impactful. When everything screams, nothing stands out. The R26’s restraint makes each element meaningful.

Beyond the Car: A Complete Visual System

Audi’s design extends beyond the R26 to every touchpoint:

Team clothing (designed with adidas) uses the same geometric cuts, the same three-color palette, the same material contrasts. Driver suits feature titanium and carbon panels with red accents. Engineer shirts use geometric patterns derived from the car’s surface cuts.

Motorhome design applies architectural clarity. Clean white surfaces, geometric titanium accents, selective red details. The hospitality space feels like a contemporary art gallery, not a racing paddock.

Pit garage aesthetics showcase technical precision. Carbon fiber workstations, titanium tool holders, red accent lighting. Every element reinforces the four design principles.

Fan engagement zones reflect the design language through environmental graphics, wayfinding, and spatial organization. The geometric cuts become architectural elements. The three-color palette defines zones and circulation paths.

Digital fan zones and merchandise: The design system extends to Audi’s F1 app, website, and official merchandise. The same geometric patterns, the same three-color palette, the same material language. A fan buying an official team shirt gets the same design experience as someone walking through the paddock.

This comprehensive visual system creates a unified brand experience. Every interaction with Audi F1 reinforces the same design principles, the same aesthetic values, the same material language.

Designing for a New Audience

Audi’s design choices target F1’s demographic shift. The sport has gained 120 million female fans in five years. 44% of on-site visitors are now under 35. This younger, more diverse audience values aesthetics, sustainability, and brand authenticity differently than traditional F1 fans.

The R26’s minimalism appeals to design-conscious audiences who appreciate restraint over excess. The sustainable fuel mandate (part of the 2026 regulations) and 50% electric power align with younger fans’ environmental concerns. The red rings and titanium palette create a visual identity that works across digital platforms where younger audiences engage with F1 content.

Formula 1’s growth among younger demographics isn’t accidental. It’s driven by new media formats, design-forward teams, and visual storytelling that emphasizes aesthetics alongside performance. The R26 positions Audi at the center of this shift.

Design Heritage: From Silver to Red

Audi’s motorsport design history provides context for the R26:

The Auto Union Silver Arrows (1934-1939) pioneered the mid-engine layout, creating an entirely new racing silhouette. They emphasized technical innovation through streamlined bodywork that showcased mechanical complexity.

The Audi quattro (1981-1984) made four-wheel drive visible through aggressive fender flares and functional air intakes. The design communicated the revolutionary drivetrain through proportional shifts.

The Audi R8 LMP (2000-2002) introduced TFSI technology with clean, efficient aerodynamics. The design emphasized airflow management through sculpted surfaces and functional openings.

The R18 e-tron quattro (2012-2014) showcased hybrid technology through distinctive LED lighting and exposed mechanical elements. The design made electrical systems visible for the first time.

The RS Q e-tron (2024) brought electric drive to Dakar with brutal, geometric bodywork that emphasized structure over surface. The design celebrated the mechanical complexity of the electric drivetrain.

The R26 continues this heritage of technical transparency and innovative thinking, but adds a new layer: systematic minimalism. Previous Audi race cars showcased technology through addition: more details, more elements, more visual complexity. The R26 showcases technology through subtraction, revealing essential form through reductive design.

Comparison: How the R26 Differs from Current F1 Design

Current F1 liveries follow predictable patterns:

Busy graphics: Most cars use complex swooshes, gradients, patterns, and layered sponsor logos. Visual complexity becomes visual noise.

Arbitrary color placement: Colors often appear without structural logic, applied to maximize sponsor visibility rather than enhance form.

Surface-level design: Graphics sit on top of the car’s form rather than integrate with it. The 3D complexity of an F1 car gets flattened by 2D graphics.

Brand consistency over innovation: Most teams maintain similar liveries year after year, changing colors but maintaining the same basic approach.

The R26 rejects all these conventions:

Minimalist graphics: Visual restraint creates clarity and impact.

Structural color logic: Color placement maps to the car’s engineering, not sponsor requirements.

Integrated design: Graphics follow and reveal the car’s 3D form rather than covering it.

Visual innovation: The R26 establishes a new aesthetic language for Audi’s F1 era.

The closest comparison might be McLaren’s occasional minimalist liveries or the simple elegance of classic Grand Prix cars from the 1960s. But the R26’s geometric precision and material-driven approach creates something new.

Why Minimalism Works: Function, Not Just Form

The R26’s minimalism isn’t purely aesthetic. It solves practical problems:

Sponsor visibility: Fewer, larger sponsor placements get more attention than dozens of small logos competing for space. The minimalist surfaces make each sponsor location more valuable and more visible on television broadcasts.

Instant identification: Racing fans need to identify cars during chaotic race starts, high-speed overtakes, and wet conditions where spray obscures details. The R26’s distinctive proportions, unique color palette, and bold red rings create instant recognition from any angle, any distance, any lighting condition.

Television clarity: Modern F1 broadcasts use complex camera angles, onboard shots, and aerial views where busy liveries become visual noise. The R26’s geometric clarity reads clearly in every camera position.

Adaptability: The minimalist approach allows the design to work across different configurations (active aero positions) and different lighting conditions (day races, night races, variable weather) without losing visual coherence.

Minimalism becomes a competitive advantage because it makes the brand more visible, not less.

The November R26 Concept preview shows design direction, not final specification. Between now and the January 2026 car reveal, Audi’s design and engineering teams are working through an iterative refinement process:

Color specification: Testing titanium samples under different light sources (daylight, track lighting, television lighting) to finalize the exact metallic formula. Calibrating the red hue for maximum saturation and visibility. Optimizing the carbon fiber clear-coat finish for texture visibility while maintaining aerodynamic smoothness.

Geometric precision: Using CAD models and full-scale mockups to refine the exact placement of every geometric cut. Each cut must align with structural boundaries, airflow paths, or regulatory panel divisions. The design team validates that cuts maintain visual coherence in all wing configurations (active aero deployed and stowed).

Typography: Finalizing the custom typeface design that references the geometric cut language. Testing number legibility at racing speeds and various camera angles. Ensuring consistency across physical car graphics and digital brand materials.

Sponsor integration: Working with partners bp, Revolut, and adidas to position their logos within the minimalist design without disrupting visual flow. Fewer, larger placements that respect the geometric language and three-color palette.

Material transitions: Engineering the physical junctions where titanium panels meet carbon fiber surfaces. Ensuring smooth transitions that don’t create aerodynamic disturbances. Detailing how red elements integrate structurally with the base colors (painted panels vs. vinyl applications).

This refinement process involves constant collaboration between designers in Munich, engineers in Neuburg and Hinwil, and aerodynamicists validating every change in CFD simulations and wind tunnel testing.

The January reveal will show these refinements applied to a competition-ready car. Testing in Barcelona (January 26-30) and Bahrain (February 11-13, 18-20) will reveal how the design works in real racing conditions under television cameras and against competitor liveries. The March 8 Melbourne debut will show the R26 under lights, in competition, against nine other designs.

Strategic Investment: Qatar Backs the Vision

The R26’s bold design vision is backed by equally bold strategic moves. In November 2024, Audi announced that Qatar’s sovereign wealth fund, the Qatar Investment Authority (QIA), acquired a significant minority stake in Sauber Holding AG. This partnership provides financial strength and long-term commitment to the F1 project.

The QIA investment signals confidence in Audi’s approach: minimalist design, technical innovation, and audience transformation. Qatar’s backing allows Audi to execute its vision without compromise, funding the three-location operation, the extensive testing program, and the comprehensive visual system rollout.

Design as Competitive Advantage

“We want to have the most striking car on the grid,” says Massimo Frascella, and the R26’s design might deliver exactly that.

In modern F1, with cars so aerodynamically similar, visual differentiation matters. Fans need to identify cars instantly during chaotic race starts, high-speed overtakes, wet conditions. Television directors need cars that read clearly on screen. Sponsors want immediate brand visibility.

The R26’s minimalism creates instant recognition. The unique proportions, the distinctive color palette, the red rings: you can identify an Audi from any angle, any distance, any lighting condition.

The design also communicates brand values: precision, technical sophistication, innovative thinking. Where other teams shout, Audi whispers. The confidence to do less when everyone else does more.

And that confidence comes from century of motorsport success: 13 Le Mans victories, multiple DTM championships, Dakar Rally wins. Audi earned the right to take design risks.

115 days until the R26 races in Melbourne. 115 days until we see if minimalism can win in motorsport’s most complex, most visible, most competitive arena.

The post Audi R26 Concept: Radical Minimalism Rewrites F1 Design first appeared on Yanko Design.

The Radical Simplicity of Massimo Frascella: Inside the Mind of Audi’s New Design Chief

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Massimo Frascella sits down across from me with the measured calm of someone who has learned to find clarity in chaos. It’s the eve of one of the most significant moments in Audi’s modern history. Tonight, the brand will reveal its Formula 1 entry to the world. Tomorrow, the automotive press will dissect every surface, every line, every strategic implication. But right now, in this moment, Frascella is fully present.

“We have so much going on and it’s a very exciting time,” he says when I ask if he’s still taking it all in. The understatement is characteristically Italian. There’s so much happening simultaneously at Audi under his creative direction that parsing it into a single narrative almost feels reductive. But when I push him on what the single point of focus is right now, his answer is immediate.

“Well, now the focus is on today. This is a major…” He pauses, catching himself mid-thought, recalibrating. “Tonight, right?”

I confirm: tonight. Hours from now, Audi will step onto one of the world’s biggest motorsport stages.

“Are you excited?”

“Absolutely, incredibly excited. This is a huge opportunity for us.”

The Third Act

I want to understand what this opportunity means to him, not just as Audi’s Chief Creative Officer, but as Massimo Frascella the designer, the artist, the person who chose this path.

“Well, for me personally, it’s part of the journey that I’m having at a personal level within the broader business,” he explains. “It’s like a third act after what we’ve been presenting in Milan and in Munich. So this is sort of a next act that expands. It broadens the whole business towards Formula 1, which is a huge, huge universe.”

Photo: Audi

Tonight’s Formula 1 reveal isn’t just another product launch. It’s the third movement in a symphony that began when Frascella took the helm at Audi. Milan, then Munich, now this. Each building on the last, each expanding the narrative of what Audi can be under his creative direction.

The Designer Who Never Drew Cars

Our readers at Yanko Design are generally interested in designers, I tell him. We started off as a platform fostering new designers, helping them find their voice and audience. So I’m curious: if he could go back in time as himself, what were some of the things that sparked his interest to become who he is today?

His answer surprises me.

“This might come as a surprise. I’ve never really been into cars. I don’t consider myself a typical car guy.”

Wait. The head of design at Audi, one of the world’s most prestigious automotive brands, isn’t a car guy?

“But I’ve always been fascinated and always had interest in design in general, art. I used to do painting when I was a kid. Not drawing cars, by the way, which is probably what you will hear from most car designers. I used to do little sketches as a kid.”

But not Frascella. “Not for me. And it just happened very late in my youth, when I was like 17, 18, which is quite late. My dad had to buy a new car, which ended up being a quite, I don’t know if I can say, uninspiring car.”

“Uninspiring or inspiring?” I ask, trying to clarify.

“Uninspiring in the end, but you know, still a good job” – meaning well-made, just not exciting. “But I remember going around dealers with him and looking at brochures and looking at cars and that’s when I started to…”

He trails off, but I can see the memory forming, that moment when something clicked.

The Day That Changed Everything

There’s a question I need to ask, because I can sense where this is going. “Was there a period when you were interested in the TT?”

“There was a period, of course, and that was like literally it was a crossing between when I finished my transportation design studies and when I started my first job in Carrozzeria Bertone and that was a moment that really formed me because the TT when it came was so different and it really opened my mind, like, you know, okay.”

He’s building momentum now, getting to the core of something important.

“Car design, you know, you can be different. You know, there’s a different mindset of approaching design, where it’s a lot more disciplined in a way, but also very expressive. And TT had all of those elements together and really changed the way I saw car design as I was, you know, entering that world as a professional.”

“As I said, it was probably my first year,” he adds.

I press him further. Can he remember what was the one thing that was compelling about the TT that he can speak of? Fast forward to today, what was that singular element?

“What was compelling about that car, it was the… I like to describe it still today, an incredibly rational design. I always say the TT cannot be designed in any other way. You know, if you look at the car…”

“I like that,” I interject, because this is exactly the kind of design philosophy that resonates.

“You can look at the car and say, would I do this different? And in your mind you go through like, yeah, maybe this. And then you always end up, no. What’s on the car is right. So I always, I was really taken by this approach that the car had and that sort of perfection and rigor in the design, which is very rational. But as a result, it was incredibly compelling to me. I was really attracted by that and I was wondering how can something so rational…”

He doesn’t finish the thought, but he doesn’t need to. How can something so rational be so emotional? That’s the paradox, the tension, the magic.

Objects of Desire

“If you had to design a non-automotive object today, what would that be?”

He considers the question. “Inspiring or that I would love to design or work on. What would you prefer?”

“What would you prefer?” I replied.

“I would love to, and this is a goal of mine at one point in my life, to design… I’m a big fan of watches. That’s one thing that I’d love to design.”

Watches. Of course. The same precision engineering, the same marriage of form and function, the same obsession with every millimeter.

“We can dig into that, but that’s another time for another interview,” I suggest.

I shift to another question. “So what’s inspiring you right now?”

“Oh yes, I’m sorry. What’s inspiring me is… Clearly everything, every sort of design has a level of purity in the form and the execution, but if you were to ask me what is the… let’s say object or physical representation of these values that I’m talking about. I said this to the team when I first started, it’s the pyramids.”

“The pyramids,” I repeat.

“Because the pyramids, for me, they have an absolute perfect geometric form. They have an incredible character, they have an incredible presence. And they really stood the test of time, didn’t they? So there is a quality to those buildings that really covers everything that I think in design you should have.”

The Question of Perfection

Now I want to get into the Concept C, to draw that line back to the TT. “Getting into the Concept C, getting back to the TT, would you consider the Concept C as there’s no other way to design it? I sat in it today and it’s pretty darn perfect.”

Photo: Audi

He’s thoughtful in his response. “You can always, when it’s easier, when you are… if you are evaluating or observing something that is not coming from you or you haven’t worked on, when you sort of evaluate things that you worked on. As a designer, you always find things that you would like to change. Not necessarily is the right thing to do, but you always question yourself. Just like if you ask that question to the people who worked on the TT, they would probably say, yeah, maybe we’ll change this and this.”

“And I’m saying, I wouldn’t change anything.”

The humility is striking. He can see perfection in the TT because he didn’t create it. But his own work?

“So on the Concept C, I have to say, things that I would change. Having said that, you know, there are moments that you think that you would do this slightly different, but it’s a thought that comes and goes. I think the more we’ve experienced the car, you know, out of the design studio as a static object, the more that we’ve seen it coming to life in different settings and moving. The more and more you feel like you cannot reach perfection, but there’s really not much that will change.”

I bring up Plato, because this conversation demands it. “To me that’s profound because I love studying philosophy and just reflecting on what Plato always says, there’s a perfect object in his world. Perfect chair, perfect table.”

Radical Next

This brings me to the big question. “Taking that to the next question, which is your Radical Next for Audi. Can you share any of that aspect with us, with our readers in terms of what we can expect? Because what I understand is anything that comes out from Audi should be very close to production or is ready for production. As a concept, when you see a concept it should be close to that.”

“It is, it is. That’s something that we’ve decided to do. You know, the Concept C is a great example of that. So it’s not only the first manifestation of the Radical Next, it is a design with a full principle, but it is also a very close preview of a vehicle that will come in the future.”

He continues: “What you can expect, to go back to your question, you can expect the translation of those values that you’re seeing on the Concept C and they are part of the Radical Next philosophy in every vehicle coming in the future, which it doesn’t mean that is literally the same design elements, but it’s the same approach.”

“You will have to deliver a different character, but they all have to follow the same guidelines, the same principles.”

Four Principles, No Exceptions

He’s mentioned principles twice now. Guidelines. The framework that will govern every Audi design decision going forward. But he hasn’t defined them yet. This feels important. If “Radical Next” is the philosophy reshaping Audi’s entire design language, I need to understand the mechanics. What are the actual pillars?

I ask him directly.

“Clarity and technicality, intelligence and emotion,” he says without hesitation.

“Are there any priorities within those four principles? Like if you had to subtract one based on time, quality, design, whatever, are they all equal?”

His answer is immediate and definitive. “They have to be there.”

“They have to be there, and then you can possibly dial some of them more than others, but they all have to be present, they all have to be there. So when we talk about clarity and technicality, intelligence and emotion, there is not a priority. You can possibly think of this as a journey through the values, where it starts with clarity and it ends with emotion. So there is logic in the flow of these four principles, but they all have to be there.”

“When we talk about clarity and technicality, intelligence and emotion, there is not a priority. You can possibly think of this as a journey through the values, where it starts with clarity and it ends with emotion. But they all have to be there.”

“Take the Formula 1 car, for example. The emotional side is dialed up because that’s the most visceral aspect of motorsport. But you’ll still see all four principles present: the clarity, the technicality, the intelligence, and the emotion. They’re in everything we do.”

He pauses, then adds something crucial: “And this doesn’t apply only to products. It goes beyond that.”

The Red Thread

I need to understand something practical. “What would be the one element that crosses between the Concept C and what we’re seeing tonight from your perspective.”

“That is exactly what I just said, the four principles.”

Photo: Audi

But I need to get more specific. “Physically, like if I had to physically explain it to our readers.”

“Well, one car is clearly a very different object.”

“Right. But if readers saw the Concept C and the Formula 1 side by side, what visual DNA would connect them?”

Photo: Audi

“Yeah, the red thread there is what makes them part of the same approach and the same philosophy is clearly the influence on the form of Formula 1 is very limited, if none. It’s very tight in spec, in the design. So the way we link to Audi philosophy is with this level of geometry, geometric approach and very clear, very clear definition of the character of the vehicle.”

“And then having the subtleties of the textures and the technicality in the finish, the exposed materials like the carbon fiber, and then of course, you know, the red that is taking a much higher degree of strength and power to elevate the emotional aspect.”

“So, again, all the four principles that are applied in their own way to the Formula One.”

The Tactile Future

Moving to the technical side, I want to explore the interior experience. “Going back to Audi’s vision developing, this is for our technical readers. The interiors are increasingly becoming more digital, and as I sat in the Concept C today, keeping everything minimal, but still very intuitive. Would you say what I experienced with the steering wheel will translate to a production model?”

I elaborate: “On the Concept C, all the dials, the buttons, it’s got a lot of characteristics of watches. It reminds me so much of the tactile experience.”

“Yeah, the answer is absolutely yes. The answer is absolutely yes, because that’s part of, it’s a big part of our approach to delivering the right experience once you sit in the car, once you drive the car, once you experience the environment and the interface with the car. So what we showed with the Concept C is clearly a preview of what we are aiming to deliver on the production.”

“And I would say this is not just for the Concept C, but applies to all Audis going forward.”

Technology in Service of Experience

“Audi has always been at the forefront of automotive technology, from the Virtual Cockpit onward. As you shape the future, what comes first: technology or design? Or do they inform each other equally?”

“They both work together, and this gives me also the opportunity to talk about giving form to a function as well. So there is an aesthetic side of design, but it’s also a more functional side to design, so it’s much broader than that. Technology is massively important for Audi, but it’s also important to use technology in the right way because the risk is that you want to display technology just for the sake of it, just to show that you are technological in a way. And I think that provides no benefit. The idea is to use technology to enhance the experience, or develop technology with a specific goal in mind: to deliver a proper Audi experience for the customer.”

Sustainability Without the Sermon

“How about sustainability, what does that mean to you? Everyone is talking about sustainability, but to you, what exactly does that mean as it pertains to Audi?”

“Sustainability still is a word that is mentioned a lot.”

“It was mentioned a lot maybe in last few years, today you almost don’t even have to talk about sustainability.”

“So you’re saying it’s sort of part of the DNA.”

“It has to be embedded in everything you do, you know. Sustainability goes from, you know, the use of materials, the method of making, the circularity of… It’s much broader, but I feel like when you hear talking specifically about sustainability, it’s a bit of a forced concept, because today you just cannot operate without having sustainability at the heart of what you do.”

Material Innovation

“How about material choices? What are your favorite material choices? I know it’s a broad question, but personally…”

“It’s a question that I really like because I am a huge supporter of innovative materials and bringing a perception of sustainable material or alternative materials like interior furniture, for instance, is something that will happen also in automotive. I think the Concept C is again a great example of that, how we have managed to deliver a very fresh, modern and very premium execution of what is a two-seater sports car without using traditional material.”

The Concept C proves you can deliver luxury without leather, premium without the old signifiers of expensive. It’s luxury redefined through intelligence and innovation.

Rapid Fire

“We have a few minutes left. I have some rapid-fire questions for you. Just off the top of your mind. Sketchbook or iPad?”

“Both, but a sketchbook for me mostly.”

“Pen or pencil?”

“Pen.”

“Really? No room for mistakes?”

“No.”

“What size pen do you use?”

“Just a Bic.”

“Really?”

“Sometimes I try fancy pens, but I go back to the old ones.”

The man leading design for one of the world’s most prestigious automotive brands sketches his ideas with a disposable pen. It’s perfect. It’s exactly right.

“I think I know the answer to this, but I’m just going to ask it for the record. Minimalism or maximalism?”

“Minimalism, but you’ve got to be careful. Minimalism doesn’t appear to be stripped down. That’s important. It’s reductive but not necessarily minimal because minimal can be associated with basic.”

“Excellent.”

Inspiration and the Grid

I ask about his favorite city for creative inspiration. He’s traveled the world throughout his career, from Italy to England, California to Munich. What place fuels his creativity most?

“Does it have to be a city?” he asks.

“It can be anywhere. Any places that inspire you.”

“Right, so I would say city-wise, I find New York very inspirational.”

“Is it because of all the lights and all the movement?” I ask, trying to understand what draws him there.

“I find a mix of heritage and modern. I find it’s easy. It has a lot, but it’s very simple to navigate and move around as well. There’s a logic to New York.”

“Yeah, yeah, yeah. I get it. You’re on an island. There’s nowhere to go. There’s a grid.”

“There’s a grid.”

The grid. Of course. For a designer who values clarity and rational design, Manhattan’s relentless geometry must feel like vindication in urban form. You can find any address just by understanding the system. Twenty-sixth street crosses every avenue. The logic is inescapable.

But then he pivots to something deeper.

“But inspirational, I mean, for me, inspirational, and this is an answer that I give all the time, inspiration is never voluntary, it’s never deliberate. It’s absorbing what you see, particularly when you’re traveling, but every day, and then inevitably, you know, you bring it back out in what you do without even knowing it.”
“Inspiration is never voluntary, it’s never deliberate. It’s absorbing what you see, particularly when you’re traveling, but every day, and then inevitably you bring it back out in what you do without even knowing it.”
“It’s not like, oh, I’ve seen this. Let me try and do something inspired by that. No, for me it doesn’t work that way.”

“But sometimes, you know, often what you do is connected to something that you’ve experienced. So that’s the inspiration, but it’s never an immediate connection.”

The Door Opens

“So the last question I have is collaboration. If you were to, say, wake up one day, now that you have direct connection to the CEO, you could say, hey, let’s do a brand collaboration with X, Y, and Z. I think this is going to be great. What would that brand be? It can be a watch brand too, wink-wink.”

He smiles. “I’m not going to say a brand, but I would say all the progressive brands that you see out there that like to take risks.”

“That’s an awesome answer, because that just opens the door to so many different things.”

And that’s exactly right. Frascella isn’t naming names because he’s not limiting possibilities. Progressive brands. Brands that push boundaries. Brands that understand that the future isn’t about doing things the way they’ve always been done.

What This Means

There’s something quietly radical about Massimo Frascella’s approach to leading one of the world’s most iconic automotive brands. He didn’t arrive at Audi with a portfolio of concept cars or a reputation for dramatic reinvention. Instead, he came with something more fundamental: a belief that rationality and emotion aren’t opposing forces but essential partners in great design.

That belief was forged in 1998, during his first year at Carrozzeria Bertone, when he encountered the original Audi TT. The car proved that disciplined, rational design could create profound emotional impact. Now, as Chief Creative Officer reporting directly to the CEO, Frascella is scaling that lesson across an entire premium brand at the most disruptive moment in automotive history.

What makes his “Radical Next” philosophy compelling isn’t just the four principles themselves (clarity, technicality, intelligence, emotion), but the insistence that all four must always be present. You can’t subtract one to save time or simplify production. You can dial them up or down depending on context, but absence isn’t an option. It’s a discipline that extends beyond product design into every touchpoint: showrooms, marketing, customer service, brand experience. This isn’t cosmetic. It’s structural.

The proof is in the commitment. Under Frascella’s leadership, Audi only unveils concept cars that preview actual production models. The Concept C, revealed in late 2025 and arriving in showrooms in 2027, represents this new contract between brand and customer: what you see is what you’ll get. No fantasy. No bait and switch. Just honest design intent made real.

Even the Formula 1 reveal tonight follows this logic. The F1 car can’t share surface language with the Concept C (regulations prevent that), but it shares the geometric rigor, the technical precision, the material honesty. Same principles, different canvas. It’s how you build a coherent design language across radically different applications.

Perhaps most telling is how Frascella talks about inspiration. Not as something you hunt for on mood boards or Pinterest, but as osmosis. The pyramids he studied. The TT that changed his trajectory. The Manhattan grid. They’re absorbed unconsciously and emerge transformed in his work. It’s the creative process stripped of mystique and ego, revealed as patient observation and disciplined synthesis.

This is why he sketches with a Bic pen instead of expensive tools. Why he defines luxury through innovative materials rather than traditional signifiers like leather. Why he insists technology must serve experience rather than showcase itself. These aren’t affectations. They’re evidence of a design philosophy built on substance over spectacle, function over flourish, clarity over complication.

And when asked about future brand collaborations, he doesn’t limit possibilities by naming names. He simply says “all the progressive brands that like to take risks.” It’s the perfect answer, because it’s not about him or Audi making choices for others. It’s about opening doors and seeing who walks through.

In an industry obsessed with disruption for its own sake, Frascella is proving that the most radical act might be returning to fundamentals. The TT showed that rational design could be deeply emotional. Under his leadership, Audi is proving it can be done again, at scale, across an entire premium brand. That’s not just good design. That’s cultural leadership.

The post The Radical Simplicity of Massimo Frascella: Inside the Mind of Audi’s New Design Chief first appeared on Yanko Design.

Forget the e-tron GT; This Is the Electric Audi We Really Want To See

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What happens when one of Germany’s most storied automakers goes off script and jumps headlong into the future? The answer is the Audi 20quattro Vision GT: a concept racer that looks as if it’s escaped from a sci-fi film and landed straight into the world of Gran Turismo. More than just a design study, it’s a bold experiment that explores how Audi’s DNA translates into a world where the only limits are those of imagination.

Now, before you start searching for this in the latest Gran Turismo update, it’s crucial to know that this isn’t an official release from Ingolstadt. This stunning piece of digital sculpture is the work of independent designer Gabriel Naretto, a personal project that serves as a powerful “what if” scenario. He’s taken the core tenets of Audi’s design philosophy and motorsport heritage, plugged them into an amplifier, and cranked the volume to eleven. The result is something that feels authentically Audi, yet completely untethered from the constraints of reality, a digital ghost of a race car we all wish was real.

Designer: Gabriel Naretto

The car’s form language is an exercise in geometric aggression, a clear evolution of the sharp, technical lines championed by Audi’s current design chief, Marc Lichte. Naretto has stripped away any hint of superfluous curvature, leaving behind a surface composed of taut, flat planes and brutally sharp creases that look like they were carved from a single block of metal. Its low, impossibly wide stance and cab-forward canopy are direct descendants of modern Le Mans prototypes, particularly Audi’s own R18 e-tron. This machine is designed to look like it’s slicing through the air even when standing still, a pure expression of aerodynamic intent.

Naretto clearly spent as much time thinking about airflow as he did about aesthetics. The entire body is a functional aerodynamic device, from the massive front splitter that channels air under the car to the multi-layered rear wing and colossal rear diffuser. The deep venturi tunnels running along the sides are designed to generate immense downforce, effectively sucking the car onto the pavement at speed. Even the enclosed wheel designs, with their turbine-like fins, suggest a meticulous focus on managing turbulent air and cooling the brakes. Every vent, every winglet, every cutout serves a purpose, giving the design a layer of engineering credibility that makes the fantasy feel plausible.

That “quattro” badge on the rear isn’t just for show, either. The entire concept is a hat tip to Audi’s most mythic era: the Group B rally monsters of the 1980s. You can see the DNA of the original Sport Quattro S1 E2 in the squared-off, box-flare wheel arches and the car’s overall defiant posture. Naretto has masterfully translated that iconic, almost brutish functionality into a futuristic context. It evokes a feeling of raw, untamed power, a reminder that before Audi became known for sophisticated luxury sedans, it built all-wheel-drive terrors that dominated the world’s most dangerous rally stages.

This is where the “Vision Gran Turismo” moniker becomes so fitting, even unofficially. Digital platforms are the perfect canvas for such an uncompromising vision, free from the pesky realities of production costs, safety regulations, and pedestrian impact standards. One can only speculate on the powertrain, but a concept this forward-thinking screams all-electric. Imagine a quad-motor setup, one for each wheel, delivering instantaneous torque vectoring and a combined output somewhere north of 1,200 horsepower. In the virtual world, such figures are not just possible; they are expected, and Naretto’s design provides the perfect shell for that kind of imaginary performance.

Of course, a machine that looks this fast needs some theoretical firepower to back it up. While Naretto hasn’t published a spec sheet, one can imagine a fully electric powertrain in line with Audi’s e-tron direction. A quad-motor setup, one for each wheel, would be the only logical choice for a vehicle bearing the quattro name in the 2040s. We could be talking about a combined output of over 1,400 horsepower and an instantaneous torque vectoring system so advanced it would make current systems feel archaic. Not that such specs exist, but why stop dreaming, right?

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Audi Unveils New EV Brand in China Without Its Iconic Four-Ring Logo

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A car’s identity can be attributed to two things – its overall design language, and the logo that sits on the front and back of it, allowing you to identify its ‘marque’. For decades, Audi’s identity could be traced back to the iconic four-ring logo on its front, coupled with its sporty-aggressive design language. Times, however, change, and Audi is embracing that change too. The company just unveiled its first China-specific EV brand in collaboration with SAIC Motor. Dubbed just ‘AUDI’, the brand eschews the four-ring logo for four capital letters, tying both to its German name as well as the way its partner’s name ‘SAIC’ is spelled.

The new brand was announced alongside an EV concept, built with a fast-charging 800V powertrain and two 760HP motors supplying energy to the car’s AWD platform. The car accelerates 0-60mph in just 3.6 seconds, despite its large frame, while, a 100 kWh gives the car a range of 434 miles on a full charge. Exclusive just to the Chinese market, the car is looking at an August 2025 launch, with a price of $42,000 USD.

Designer: Audi

Positioned as a fully electric Sportback, the AUDI E boasts a significant presence on the road with its dimensions: 4,870 mm in length, 1,990 mm in width, and 1,460 mm in height, with a generous 2,950 mm wheelbase. Two electric motors on the front and rear axles generate a thrilling 570 kW and 800 Nm of torque, ensuring the iconic quattro four-wheel drive feel. Performance enthusiasts will appreciate the AUDI E’s 0-100 km/h sprint in just 3.6 seconds, and the brand promises that it drives with all the comfort and dynamism that fans expect from Audi.

The vehicles will be built on an Advanced Digitized Platform, a joint effort with SAIC that combines Audi’s premium design and engineering with SAIC’s technological prowess and understanding of Chinese consumer needs. This platform underpins the upcoming lineup, which will hit the market starting in 2025, targeting mid-size to full-size segments. With this collaboration, Audi’s commitment goes beyond creating cars—it’s about creating a distinctly localized driving experience that merges Audi’s luxury touch with China’s fast-paced digital landscape.

At the core of the AUDI E is a 100-kWh battery that supports a range of 700 km (434 miles) on a full charge, measured according to CLTC (China Light-Duty Vehicle Test Cycle) standards. This EV comes equipped with an innovative 800-volt architecture, making charging speeds incredibly fast. Imagine gaining more than 370 km (230 miles) of range in just 10 minutes at a rapid charging station. For users in China, these speeds add significant convenience to daily commutes and long journeys, transforming how they experience charging times and range anxiety.

Stepping inside, the cabin introduces a level of interactivity that blurs the line between digital and physical. The AUDI Assistant, an AI-driven avatar, takes center stage, handling touch and voice controls with effortless finesse. This assistant doesn’t just respond; it interacts with an intuitive design that adds a layer of emotion and feedback, creating an experience that feels like a dialogue. Meanwhile, seamless smartphone integration enables users to bring their digital lives on the road with ease, a must-have for today’s hyper-connected audience.

While the new brand aligns itself with Audi’s established reputation, the rebranding feels like a conscious step into a future defined by both global standards and local resonance. The new, ring-less identity signals Audi’s awareness of the unique needs and preferences of Chinese drivers, opening up a pathway to engage a younger, tech-driven customer base. Personally, the four-ring identity had a unique iconic appeal that transcended language barriers. With the new logo in English, it’s difficult to say if it’ll imprint on the Chinese audience, although I’m sure the German marque’s done a fair bit of planning in advance!

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All-new Audi A6 e-tron: A Bold Vision in Electric Vehicle Design

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The Audi A6 e-tron combines advanced technology with striking aesthetics. Both the exterior and interior reflect Audi’s dedication to precision and innovation. From the moment you see the A6 e-tron, its clean, sophisticated lines are evident. The design integrates functionality with a bold visual presence. Here’s a closer look at the details that make this vehicle a remarkable entry into the electric vehicle market.

Designer: Audi

The front design features Audi’s signature inverted single frame, encased in a sleek black mask. This design cleverly integrates the main headlights, ADAS sensors, and air intakes, creating a seamless and functional front end. The slim daytime running lights and wide grille give the A6 e-tron a broad, assertive presence on the road.

Audi S6 Sportback e-tron

The side profile of the A6 e-tron impresses with its dynamic roofline and low ride height, enhancing aerodynamic efficiency and contributing to a sleek, sporty look. The prominent Quattro blisters over each wheel arch emphasize the car’s performance capabilities, giving it a powerful stance. A black insert along the sill area highlights the battery’s placement, stretching visually to the rear and integrating the reflectors for an extended appearance. For those who prefer a more traditional touch, the Avant model features a distinctive aluminum-look trim from the A-pillar to the roof spoiler, adding a unique and stylish element.

At the rear, the A6 e-tron combines sporty elegance with functional aerodynamics. A continuous three-dimensional light strip spans the vehicle’s width, housing the second-generation digital OLED rear lights. With 450 individual segments, these lights offer customizable light signatures and enhance road safety through car-to-X communication. The rear diffuser, designed for optimal aerodynamic performance, and the additional spoiler on the Avant model reduce drag and improve stability at high speeds.

Audi’s aerodynamic excellence shines in the A6 e-tron. The vehicle achieves a low drag coefficient (0.21 for the Sportback, 0.24 for the Avant) thanks to several key features. Air curtains at the front manage airflow around the wheels, reducing turbulence and drag. The slim greenhouse and sloping roofline contribute to a sleek profile that cuts through the air with minimal resistance. Underneath, the car’s underbody is extensively sealed and optimized, including specially adapted wheel trims and 3D bumps ahead of the front wheels to streamline airflow further.

The controllable cool-air intake under the Singleframe grille ensures efficient cooling while minimizing aerodynamic losses. The rear diffuser balances lift and drag, enhancing stability at high speeds. The Avant model includes an additional spoiler on the diffuser and side spoilers at the rear to manage airflow more effectively, contributing to its slightly higher drag coefficient than the Sportback but still maintaining impressive aerodynamic performance.

The second-generation virtual exterior mirrors, now with electrically foldable compact cameras, reduce the vehicle’s front area and improve the drag coefficient. These mirrors enhance the car’s sleek look and provide a practical benefit by lowering aerodynamic drag.

 

Inside, the A6 e-tron continues to impress with a user-focused design. The digital stage concept features a panoramic display, blending a 14.5-inch MMI touch display with an 11.9-inch virtual cockpit. An optional 10.9-inch MMI front passenger display offers Active Privacy Mode, allowing passengers to enjoy entertainment without distracting the driver. The second-generation augmented reality head-up display provides relevant information directly in the driver’s line of sight.

Comfort and functionality take center stage in the interior design. The “soft wrap” extends door to door, creating a cohesive and enveloping space. High-quality materials cover every surface, differentiating between comfort-oriented and precisely designed control areas. The low-lying, slim air vents blend into the background, emphasizing the interior’s clean lines. Displays for the virtual exterior mirrors are ergonomically positioned inside the doors for easy viewing.

Audi S6 Sportback e-tron

The Audi A6 e-tron seamlessly integrates modern technology. The infotainment system, powered by Android Automotive OS, updates over the air to keep the latest Audi Connect services up-to-date. The Audi Application Store offers a variety of third-party apps, while the enhanced e-tron route planner ensures efficient travel. The Audi assistant, integrated with ChatGPT, provides intuitive voice control for various vehicle functions, enhancing the overall driving experience.

With its curved design and OLED technology, the MMI panoramic display consists of an 11.9-inch Audi virtual cockpit and a 14.5-inch MMI touch display. This digital stage is complemented by the optional 10.9-inch MMI front passenger display, which features Active Privacy Mode. Thanks to intelligent light direction control based on speed and seat occupancy, the front-seat passenger can enjoy entertainment content without distracting the driver.

The interior design emphasizes a homely ambiance with clear structures and spaciousness. The “soft wrap” extends from the doors across the entire width of the control panel, creating a cohesive and enveloping space. Comfort-oriented areas feature generous surfaces and soft materials, while control areas use high-quality, high-gloss black finishes to highlight the interaction points. The low-lying, slim air vents blend seamlessly into the background, maintaining the interior’s clean lines.

Audi S6 Sportback e-tron

The displays for the optional virtual exterior mirrors are positioned ergonomically inside the doors, ensuring they are easily visible without distracting the driver. This thoughtful placement enhances the driver’s ability to monitor their surroundings comfortably.

The Audi A6 e-tron sets new standards in electric vehicle design. Its exterior combines elegance with aerodynamic efficiency, while the interior focuses on user-friendly technology and comfort. Personally, I love the look of the Avant—it’s stylish and incredibly practical. Which model do you prefer?

U.S. Market Specific Information

Audi will launch the A6 e-tron, A6 e-tron quattro, and S6 e-tron Sportback variants in the U.S. market. The offer structure for the A6 e-tron in the U.S. market will differ from the global release.

The A6 e-tron (RWD) Sportback delivers 362 hp and accelerates from 0-60 mph in an estimated 5.2 seconds, with a top speed of 130 mph. The A6 e-tron quattro Sportback offers 422 hp and achieves 0-60 mph in about 4.3 seconds, maintaining the same top speed. The S6 e-tron Sportback has 496 hp, which can be boosted to 543 hp with launch control, reaching 0-60 mph in an estimated 3.7 seconds and a top speed of 149 mph.

Audi A6 e-tron Family

EPA range specifications will be announced closer to the U.S. on-sale date. The European drag coefficient of 0.21 Cd is based on a specific wheel offering. Unfortunately, virtual exterior mirrors are unavailable in the U.S.

The A6 e-tron features a 100 kWh battery (94.4 kWh net), with AC charging at 9.6 kW (240V/40A) and DC fast charging at 270 kW HPC at 800 volts, capable of reaching 10-80% SOC in 21 minutes. Available colors for the U.S. models include Magnetic gray (solid), Glacier white metallic, Mythos black metallic, Plasma blue metallic, Malpelo blue metallic, and Typhoon gray metallic. The S6 e-tron also offers a Siam beige metallic and Daytona gray pearl effect.

The A6 and S6 e-tron offer up to eight customizable light signatures. However, due to U.S. regulations, certain lighting functionalities—such as adaptive matrix LED headlights, car-to-X communication, and active digital light signatures—will not be available. More detailed information will be announced closer to the U.S. on-sale date, including final U.S. market-specific product information, performance specifications, pricing, and EPA-rated range/emissions information.

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2024 Audi RS7 Performance: Unmatched Power and Luxury

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There are a lot of fine machines that you can get if you’re willing to spend over $100,000 these days. In fact, you can get multiple amazing cars for that amount of money, so if you’re going to choose just one car and pay over $150,000 for it, it had better be very, very good.

And that’s exactly what Audi’s RS7 promises to be. With 621 horsepower from a 4.0-liter V8 routed to all four wheels through an advanced all-wheel drive system with an active, torque-vectoring differential and an eight-speed automatic transmission, it certainly promises to be a powerhouse when it comes both to performance and all-season poise. But does it deliver, especially when optioned up to a final price of $151,840?

Design

First impressions are key with a car like this, and the RS7 doesn’t disappoint. While you can get this same basic silhouette for as little as $72,000 in the base A7, stepping up past the roughly $85,000 S7 into the RS7 you see here adds several model-specific customizations — some subtle, others less so.

To me, the most striking are those amazing 22-inch wheels. While I’m not generally a fan of black wheels, especially on a car like this, you could paint these any color you like, and they’d still be striking. The shape, which seems delicate as a spider’s web, is beautifully compelling, while the deep dish provided by that offset gives this sedan a concept-car stance.

That deep-dish profile helps fill the fenders on the RS7, which are substantially wider than those on the base A7. It’s the nose, though, that is most noticeable, with massive inlets featuring exposed carbon fiber slats. The color here, Florett Silver, is on the subtle side for a car this powerful, but it pairs beautifully with the black wheels and carbon highlights.

But what I like most about the RS7 is that, despite those details that enthusiasts will spot from a mile away, your average person out there on the streets won’t necessarily see this one coming. On a casual glance, the RS7 doesn’t shout its presence. The added bits aren’t so much flare as they are finesse, and that’s very much in line with what I want from a car.

Interior detailing

On the inside, the changes over the base A7 are similarly subtle, but there are differences. It starts with the deep-set sports seats with their distinctive hexagonal pattern. They look great, especially in Cognac leather, but if I’m honest, for a car with this much performance, I might have wanted something a bit sportier, like those offered by the $3,000 RS Design package with contrasting stitching.

The dash and doors in the RS7 receive slashes of carbon fiber, left matte, not sealed behind glossy resin like on most cars. This means it’s as lovely to touch as it is to see. Likewise, the steering wheel is Audi’s deep, thick sports shape that fits my hands like it was molded for them. A pair of discrete metal shift paddles on the back waiting for sportier drives.

Everything in here is high-quality, with the only aspects I don’t appreciate being the expanses of glossy piano black on the center console around the shifter and running across the center of the dashboard. But, from a materials and fit-and-finish standpoint, there’s nothing to complain about.

The same goes for front-seat comfort. There’s plenty of headroom and legroom, and the comprehensive heating and ventilation of those front seats will keep your posterior thermally managed. The rear seats are also heated but don’t offer anywhere near the space. As you can probably guess by that roofline, headroom out back is limited, as is legroom.

But those seats do at least fold out of the way easily, with a 40/20/40 split, meaning you can drop just the middle section should you want to seat four in here while also carrying some skis, snowboards, or the like. Just make sure the two rear passengers are somewhat short of stature.

The software experience

Audi’s MMI experience handles infotainment duties, a dual-screen system that’s comprehensive if occasionally confusing. The bottom screen is mostly used for the car’s climate control system, but occasionally, you’ll use the top screen for that.

Meanwhile, the top screen has the bulk of the infotainment experience, and you’ll find the integrated navigation system and media playback here. Connect your phone for wireless Android Auto or Apple CarPlay and either of those displays take over the top screen. Media is played through a 23-speaker Bang & Olufsen sound system, which offers a rich, broad sound but comes with quite an asking price: $4,900.

The gauge cluster is likewise fully digital, measuring 12.3 inches on the diagonal, and there’s a heads-up display as well, meaning you’ll not be lacking for information. All displays are thoroughly customizable and full of telemetry covering everything from maximum g-forces to tire pressures.

The most important control might just be on the steering wheel. It’s the RS button, which you can use to quickly toggle through two user-defined RS modes: RS1 and RS2. You can customize the engine response, suspension stiffness, steering resistance, engine sound, and differential setup.

Dig a little deeper, and you can also raise or lower the adaptive suspension, which I frequently had to do while driving the car.

Winter testing

My RS7 visit coincided with one of the worst ice storms we’ve experienced in New York in years. Heavy rains swept through, followed by a rapid temperature drop and a foot of heavy, wet snow. The resulting combination not only left the roads covered in ice and slick snow but also brought down trees and branches all over.

And I had to drive three hours straight into the heart of it.

Virtually any other 600-horsepower, $151,000 car would have left me, at best, stranded or, at worst, halfway through a tree. The RS7 handled it all remarkably well. Though the RS7 is low, it’s not so terminally low that the aggressive front air dam turned into a plow when the snow started to pile up.

Meanwhile, Audi’s sportiest sedan did an excellent job of getting all that power to the ground. In the few times I dug deep into the throttle (purely for the sake of experimentation), the RS7 squirmed just a bit, making the most of the grip, then shot forward in a controlled, predictable way.

This was on some of the slickest, nastiest roads I’ve ever experienced. I saw many cars in ditches, yet I had no problem getting home. I even enjoyed myself. And, on those few times when I needed to clear some particularly deep snow, raising the car an extra 0.8 inches was a reassuring thing — even if it was only a maximum speed of about 20 mph.

Much of this performance must be attributed to the Continental WinterContact tires on the car, which, despite being incredibly wide and low-profile, delivered good and predictable grip. But the RS7’s advanced differential system ensured that the power got to those tires in a balanced way and ultimately ensured that I got home safe.

Once the weather cleared and the roads dried, I had a chance to sample the car’s speed and performance differently. Here the RS7 is brutal and fast. That twin-turbo V8 sounds fantastic as it roars up through your every acceleration and burbles gently as you lose that speed again. The transmission clips through ratios without hesitation but did have a tendency to make the car jerk and stumble a bit when coasting to a stop.

The steering is delightfully quick, if a bit numb, and the grip levels are, of course, huge. For a car of this size, it’s very, very good.

Switching back to Comfort mode, the car returns to being a calm and relaxing luxury sedan. It’s really only that occasionally jerky transmission that betrays this car’s performance capability, that and an excess of road noise, which would surely be lessened with summer or all-season tires rather than the chunky winter tire treads here.

The 17.4 mpg I saw during my testing also points to this car’s capabilities, which matches the car’s official combined rating. However, according to the EPA, you can get up to 22 mpg on the highway if you drive it gently.

Pricing and Options

The 2024 Audi RS7 Performance you see here had a starting MSRP of $127,800, but included a number of options, including $7,650 for the matte carbon fiber, $4,900 for the Bang & Olufsen sound system, and $2,250 for the driver assistance package. The total price came out to $151,840 after a $1,095 destination charge.

As a machine meant to mix both luxury and performance, the RS7 handles both categories well, not providing the posh experience of something like a Mercedes-Benz S-Class, but lining up quite compellingly against something like a Mercedes-AMG GT Sedan or Porsche Panamera and with a price to match.

With its visual tweaks and hints of outrageous performance, the RS7 feels a bit more special than either of those two, a bit more rare. Still, with Porsche’s new Panamera coming, and Mercedes raising the bar with the AMG GT, Audi’s barnstormer might need some new moves to keep up.

 

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Is Audi’s $10,000 Electric Mountain Bike Worth the Price Tag?

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Audi has partnered with the Italian brand Fantic to launch a limited edition electric mountain bike (eMTB), combining the best of automotive engineering and e-bike technology. This collaboration reflects Audi’s deep-rooted motorsport heritage and Fantic’s 50-year legacy in motorcycle excellence, offering a robust option for trail enthusiasts and urban riders alike.

Designer: Audi + Fantic

The eMTB is inspired by Audi’s Dakar Rally-winning RS Q e-tron, incorporating its high-performance DNA into a bike designed for extreme environments. The frame, made from lightweight aluminum, ensures agility and responsiveness, making it suitable for the most challenging terrains. It features a sleek design that’s functional and also visually appealing, echoing the aesthetics of Audi’s pioneering racing models.

Powering the Audi eMTB is the Brose S-MAG motor, known for its seamless, natural pedaling feel and robust output of 250 watts continuous and 565 watts peak power. This motor, complemented by a 720-watt-hour Fantic Integra battery, provides substantial range, theoretically allowing riders up to six hours of riding time at moderate power usage. This combination is ideal for long, adventurous rides where efficiency and reliability are paramount.

There are four levels of electrical assistance—Eco, Tour, Sport, and Boost—each tailored to different riding conditions and preferences. Eco mode is calibrated to deliver maximum efficiency and range, offering substantial electrical assistance for extended rides. Tour mode provides a significant boost and is suitable for varied terrains. Sport mode adds powerful assistance tailored for dynamic cycling, and Boost mode, the most powerful setting, delivers maximum electrical assistance ideal for tackling steep climbs. The level of assistance and the bike’s speed can reach up to 20 mph, with an estimated battery range between 12 and 90 miles, depending on the terrain, rider weight, and chosen level of assist.

The bike’s performance is further enhanced by its class-leading Öhlins suspension system, featuring a TTX22m.2 coil rear shock and RXF38 m.2 fork. This setup mirrors World Cup downhill bike specifications, ensuring smooth handling and effective shock absorption on rough trails. The inclusion of high-end Braking 4 piston hydraulic disc brakes guarantees that riders can manage high speeds safely and comfortably.

Fantic XEF 1.9 Factory enduro e-bike vs. World Cup downhill spec cross-country bikes

When comparing World Cup downhill spec cross-country bikes with the Fantic XEF 1.9 Factory enduro e-bike, several similarities stand out:

  • Advanced Suspension: Both types of bikes use high-performance suspension to handle rough terrains. While XC bikes now commonly feature up to 120mm of travel, the Fantic XEF 1.9 goes further with a 190mm RockShox ZEB fork for even tougher trails.
  • Power Assist: Unlike traditional XC bikes, the Fantic XEF 1.9 includes a motor. This Brose S-MAG motor offers powerful assistance, similar to what might be useful on tougher XC courses, helping with challenging climbs.
  • Stable Geometry: Both XC and the Fantic XEF 1.9 are designed for stability. The XEF 1.9 uses downhill bike features like a slack head angle to enhance control on descents, a trend that’s growing in XC designs.
  • Dropper Posts: Dropper posts are becoming increasingly common in XC racing for better control on descents. They are a standard feature on the Fantic XEF 1.9 and enhance maneuverability.

  • Tough Tires: Both bike styles sport robust tires suitable for diverse trail conditions, ensuring grip and durability on rough tracks.

These features make the Fantic XEF 1.9 well-suited for enduro and similar to modern XC bikes that are built to tackle increasingly technical courses.

Beyond these technical specifications, the Audi eMTB is versatile and designed to cater to the needs of expert bikers navigating black trails as well as those seeking an exhilarating ride on local paths. It is classified as a Class 1 e-bike, which means it assists up to 20 mph and is permissible on a variety of bike trails, ensuring compliance with most local regulations.

Key Components Contributing to Cost:

  • Motor—Brose S-MAG: This motor offers 250 watts of continuous power and peaks at 565 watts, with 90Nm of torque. It is known for its robust performance and natural pedaling feel.
  • Battery—Fantic Integra 720Wh: This high-capacity battery provides up to 6 hours of ride time at moderate power usage, enhancing both aesthetics and balance.
  • Suspension System – Öhlins Components: Features the Öhlins TTX22m.2 coil rear shock and Öhlins RXF38 m.2 fork, crucial for smooth rides on rough terrain and renowned for superior performance and comfort.

Audi and Fantic’s new electric mountain bike combines tough components and sleek design with advanced technology and user-friendliness. Priced at $9,795 and available this summer, it sets a new standard in the rapidly expanding e-mobility market. Designed for biking enthusiasts and professionals seeking top-notch gear to boost their rides, this bike showcases the culmination of Audi’s innovation and Fantic’s expert craftsmanship in e-bike design. With all things considered, I’d venture to say the price tag is justified—now, if only Audi would throw in a bottle holder!

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