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A bold design manifesto: Audi previews retro-inspired concept
Audi has signalled that its upcoming concept car — scheduled to debut at the Munich motor show — draws clear inspiration from the original TT, the 1991 Avus concept and historic Auto Union racing machines. The short film released on Audi’s social channels frames those icons as "the blueprint for tomorrow," pairing archival images with the strapline "strive for clarity." The teaser arrives as Audi's design chief Massimo Frascella prepares to unveil what company leadership calls a decisive new design manifesto.
What Audi says about the concept
Audi CEO Gernot Döllner has described the project as "a bold step for the brand," underlining that the new direction will "look to the future and the strengths of Audi design, for clarity and to bring that to the future, not copying the past." Döllner also noted that Frascella appears to have carried an enduring connection to Audi throughout his career, and that now is the moment to translate that vision into a visible identity for the marque.
Design: heritage cues reinterpreted
Styling influences
Expect clean, geometric surfaces and compact proportions that echo the first-generation TT, mixed with the sculptural, chrome-forward drama of the Avus concept and aerodynamic cues from 1930s Auto Union grand prix cars. The teaser’s imagery suggests Audi will fuse retro references with modern minimalism — emphasising clarity of lines, distinctive wheel arches, and a reduced, purposeful look.
Performance and technical expectations
Powertrain and architecture
Audi has not published specifications. Given industry trends and Audi’s stated ambition to look forward, the concept may preview an electric or electrified architecture, advanced driver-assistance technology and lightweight materials to reinforce performance credentials. Any exact powertrain, range or output figures will be confirmed at the Munich show.
Market positioning and comparisons
This concept appears designed as a design manifesto and halo project — a showcase for Audi’s next-era styling that could influence future production models across the lineup, from compact coupes to performance EVs. Compared with the original TT’s role as a style icon, the new concept seems intended to act as a modern reinterpretation: reverent to heritage but clearly future-focused.
What to expect at the Munich motor show
With press days beginning on 8 September, Audi’s short video is a timed hint that the concept will be a central reveal. Fans and industry observers should look for refined design language, high-quality materials, and clues to Audi’s next-generation product strategy — all presented through Frascella’s new design manifesto.
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