The Breakdown:
- Audi’s entire lineup will get a new grille design inspired by the Concept C.
- The new grille stands out with its vertical styling.
- Audi will tweak the grille to fit different vehicle segments.
The Audi Concept C introduced a new design language for the automaker with one key signature feature: a narrow vertical grille. It’s a new styling element that will soon be featured on every Audi model.
Massimo Frascella told Auto Motor und Sport (subscription required) in an interview that the grille will proliferate across the lineup. However, Audi says it will tweak the styling to best fit each model. He told the publication:
'We have developed the individual elements in such a way that they can be used flexibly, so that models in the A segment differ significantly from sports cars or SUVs—but are connected by a common thread.'
It’s unclear how Frascella plans to tweak the grille’s design for different vehicle segments, but he said that "every car needs its own character." That "character" will be developed through the "car’s proportions, the special lines, the face, and the eyes."
In September, in an interview with our Italian Motor1 colleagues, Frascella told us that the move to vertical elements gave Audi "an advantage of distinction" as others design wide horizontal grilles. Frascella and his team also concluded that Audi’s design was more recognizable when relying on vertical elements.
Gallery: 2025 Audi Concept C
Motor1’s Take: Love it or hate it, Audi’s new grille will soon be appearing on other models as the automaker introduces an all-new design language. It’s certainly distinct and stands out from other luxury brands, but it might be so polarizing that it turns buyers away. Only time will tell.
