One of the perks of shopping for a luxury car is being able to choose from a wide variety of options. Usually, the higher the starting price, the longer the list of extras. Audi’s configurator is immensely complex, but that is likely to change with future models. The Volkswagen Group brand wants to cut down on the number of boxes you can tick on the options list. But it’s not just about reducing costs. There will also be benefits for the customer.
CEO Gernot Döllner told Auto Express that by slimming down the depth of customization, Audi can focus on fewer, nicer stuff. The head honcho from Ingolstadt brought up steering wheels, mentioning there’s a ridiculous number of versions available across the company’s wide portfolio: “For example, we believe that we only need three, maybe four different versions of a steering wheel. At the moment, we have over 100!”
Photo by: Audi
The intent is to make interiors feel worthy of the Four Rings logo by elevating the most important touchpoints, such as the steering wheel. Audi’s chief creative officer, Massimo Frascella, feels the same way, suggesting some of the money saved will be put into more premium details: “We can build better quality elements because we’ve reduced.”
It’s essentially a “less is more” approach, which ideally benefits both sides. A step in the right direction has already been previewed with the Concept C revealed yesterday. It’s a baby R8-esque sports car featuring anodized aluminum for the physical controls, while the badge adorning the steering wheel is made out of real metal.
It remains to be seen whether the production version, due in 2027, will retain those high-end elements, but we’re optimistic. The Concept C’s ability to hide the touchscreen, like on some 2010s models, would be an absolute delight to have once again. Audi also gave the slinky sports car separate climate controls, albeit touch-sensitive, so nature is healing.
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Source: Audi
The rear-wheel-drive machine, which doubles as a roadster, is a window into the future of the company’s design, both inside and out. For the cabin, Audi aims for a “reduction to the essentials – without superfluous lines or elements.” It’s part of a newly announced “strive for clarity” banner that will be applied across the entire portfolio. The road-going Concept C will be the first production model to adopt the new direction when it arrives in a couple of years.
Another way Audi is polishing its luxury automaker image is by getting rid of its cheapest car. The VW Polo-based A1 supermini will be discontinued after the current generation runs its course. Additionally, the Q2 subcompact crossover is also on its way out. Eliminating these two models will make the A3 the brand’s most affordable model. However, a new entry-level EV will be released in 2026.