Audi has unveiled its new Concept C model, which it says will mark the next chapter in the company's transformation, although it has been compared to a controversial launch from another popular brand.
The Audi Concept C is a "progressive step" for the German car brand, with emphasis on "radical simplicity" as it plans to accelerate its electric offering over the coming years.
Audi chose to launch the Concept C in Milan, Italy, to represent a new beginning. The brand's CEO, Gernot Döllner, said it was time for Audi to look to the future and "pick up speed".
The German manufacturer has chosen a vertical frame to form the centre of the new front, taking inspiration from the Auto Union Type C (1936) and the third-generation Audi A6 (2004).
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The design of the new Audi Concept C has been compared to the Jaguar Type 00
|AUDI/JAGUAR
The all-electric two-seat sports car aims to combine the elegance of a coupé with an open-top experience, while retaining elements that have made the brand the powerhouse it is today.
While still a concept model, the vehicle has an electronically retractable hardtop, with clean surfaces and horizontal slats found at the rear.
Audi said it is moving forward with a new design philosophy, which includes radical simplicity, an aim to push the boundaries of technology, breaking new ground and focusing on emotion.
However, some have noted that the Audi Concept C bears a striking resemblance to the controversial Jaguar Type 00, which was first unveiled late last year.
The Audi Concept C represents a new design philosophy for the brand
|AUDI
It has been pointed out that the shape of the Concept C is similar to that of the Type 00, in addition to the sharp edges and grill adorning the front of the car.
One social media user questioned whether car designers were "lacking imagination", noting that the Audi TT successor looked similar to the Jaguar Type 00.
Another suggested that Audi should "lessen the 'low polygon' effect" and make it look more like a classic TT, adding: "Don't go Jaguar!"
A third commentator claimed that the Audi Concept C looked more like a Tesla Cybertruck than the Jaguar prototype unveiled last November.
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Audi has designed the interior of the Concept C to follow a minimalist approach
|AUDI
Another X user questioned: "Did Jaguar car designers run away to Audi or something?"
The overhaul of the classic Jaguar brand has continued to divide opinions, even a year later. It was first launched with a range of new adverts featuring models in bright outfits and a new "copy nothing" slogan.
While interest in Jaguar's offering soared, many were critical of the lack of vehicles in the advertising campaign before its eventual launch at Miami Art Week.
Tesla CEO Elon Musk joked about whether Jaguar still sold cars, while Reform UK leader Nigel Farage warned that Jaguar "went woke" and could find itself in a difficult position going forward.
Jaguar's 'Copy Nothing' brand overhaul divided opinions
| JAGUARPresident Donald Trump reignited the debate after posting on Truth Social this August when he came to the defence of actress Sydney Sweeney following her appearance in an advertising campaign for American Eagle jeans.
The President said that Sweeney had appeared in the "HOTTEST" advert for American Eagle, while Jaguar Land Rover "did a stupid, and serious WOKE advertisement, THAT IS A TOTAL DISASTER".
While some have expressed their dislike for the design of the Concept C, Audi has escaped the backlash experienced by Jaguar last year.
Mr Döllner said Audi's history involved making "bold leaps in innovation" and utilising state-of-the-art technology to focus on design.
CEO Gernot Döllner said 'visionary thinking and a drive to go beyond the familiar' were key to the brand
He added: "The way we design our vehicles is the way we will shape our company. Clarity is an ethos and the compass that will guide Audi through the times ahead."
By 2027, Audi plans to have a battery electric vehicle in every core segment of its model portfolio, with the brand describing the move as "ambitious".
The brand has seen mass appeal for its recent range of new vehicles, with 122,431 car sales in the UK last year. Electric vehicles made up one-fifth of these sales.
In total, Audi has 14 fully electric models on the UK market, including variants from its popular Q6, Q4, A6, S6 and e-tron GT ranges.