Audi‘s Concept C was one of the most exciting concept cars of 2025, and a true breakthrough moment for all-electric sports cars, though more recent reports suggested it might be axed. Now, though, it appears to be going ahead, with production set to begin this decade.

That’s according to Gernot Döllner, Audi’s CEO, who told the Australian website Go Auto that, when it comes to concepts, Audi means business, even in an uncertain climate for EVs and even though the Concept C was to share a platform with the Porsche 718, itself possibly not going ahead for now.

“Whenever we present a new concept, it will always be a serious product. The first proof point to our strategy is the Concept C,” Döllner said. “We presented that last September, and within two years, we will have it in the market.”

The Concept C was said to be a part of a broader transformation of Audi, from an automaker to something akin to an automaker, a software company, and a design company all rolled into one. That’s in response to the competitive environment, which in the past included peer companies like Mercedes and BMW. Then Lexus, Acura, Infiniti, and Genesis came along. Now, Audi is watching China and the rapid development of the car industry there, especially with EVs, since China makes the world’s most advanced EVs.

Increasingly, Audi has also been watching the fast development of luxury Chinese cars, too, which has made them react.

“We see a decrease in pricing in the (premium) market, and that is a challenge for us. We have to work on raising productivity and keeping our products competitive,” Döllner told Go Auto. “We call it ‘China speed’ in Ingolstadt . . . We (have) completely adapted that to our processes in Germany. Not so far in the future, we will prove that we are able to react as fast as we do in China—but in European programs.”

The Concept C, when production does go forward, will be a compelling starting point, becoming Audi’s new flagship car and inspiration for the whole brand. It will also finally replace the beloved TT, though Audi says the new concept s a slightly different idea. Regardless, a Robb Report writer who got some seat time in the Concept C last year said it represented a serious challenge to Porsche, among others.

The Concept C, Jonny Lieberman wrote, “is both a much-needed halo car and a timely demonstrator of Audi’s potential to once again be a design leader.”

Click here for more photos of the Audi Concept C.