The Bite Magazine - Autumn/Winter 2025 - Issue 38

bitecars The marque’s new design philosophy, The Radical Next, is a strategic and cultural reset aimed at redefining what the brand stands for in an increasingly complex world. Ac- cording to Chief Creative Officer Massimo Frascella, the goal is to create a brand that inspires desire and generates cultural impact. Audi pursues radical simplicity through clarity, stripping away excess to reveal designs that are strong, timeless, and future-proof, meaning fewer lines, cleaner surfaces, and purposeful forms. With technical excellence and precision, it pushes the boundaries of materials and engineering to unlock new possibilities in design and performance. Intelligent design does more with less. The marque aims to innovate by prob- ing the edges of possibility, creating solutions that are both elegant and efficient. Through emotion, every design must evoke a visceral response where the car brand seeks to de- velop understated beauty that captivates and inspires. Audi’s ‘Strive for Clarity’ campaign is a confident reaffir- mation of the qualities that have made the marque an icon. The global launch of the philosophy took place in Milan, a city that understands the most appropriate way to celebrate your past is not to stand still but to continue to earn your place in history. The marque also collaborated with actor and director Harris Dickinson to create an arthouse film, shot on location in South Tyrol, Italy, exploring the philos- ophy of ‘reduction to the essential’. In the video, Dickinson navigates ‘noise’ and ‘distraction’ to find his purpose. The process mirrors the Audi mantra of stripping away the unnecessary until only what truly matters remains. The narrative suggests that clarity is not an end goal but the beginning of a journey, aligning with the idea that imagination and risk-taking fuel growth. The campaign positions Dickinson as a patron of this mindset, linking his creative process as a filmmaker with the new direction of the Audi brand. CEO Gernot Döllner says clarity is “the principle that not only shapes our design”. He added, “It is also a fundamen- tal entrepreneurial principle for us: we focus our products, structures and processes on the essentials. In this way, we create space for innovation and technological leadership.” While Frascella said, “Audi has always been a daring brand. The brightest moments in our history have involved daring leaps of imagination and innovation, cutting-edge tech- nology, and groundbreaking design. Now it is time to dare again.” With its proportions, surfaces and details, the Concept C establishes a bold and unmistakable identity that will play a defining role in shaping Audi’s future. Inside the cabin, you’ll find a clean, intuitive, and driver-focused space. While physical controls remain, they are integrated seam- lessly into the minimalist dashboard. Digital elements include a foldable 10.4-inch display that remains hidden until activated, providing seamless context-sensitive infor- mation when needed. The exterior features a vertical grille frame, inspired by the legendary Auto Union Type C race car, reimagined for the electric age. The grille is flanked by four-element headlights, creating a distinctive light signature that will likely become a hallmark of future Audi models. The body is sculpted with taut surfaces and a pronounced shoulder