The Audi TT Will Die In Favor of a New Electric Car
It seems, the Audi TT's time has come. Today at its General Meeting, Audi chairman Bram Schot outlined the future of the brand, and it's a future that doesn't include the TT, at least not in its current form. Eventually, the TT will be replaced by a sporty electric car.
"Reality shows that we as a company have been involved in too many projects for several years," Schot said. "Focusing also includes leaving things out. The Audi TT, for example... In a few years, we will replace the TT with a new emotive model in the same price range: with an electric car"
We've reached out to Audi to learn when the current TT will end production, and whether the sporty electric car that replaces it will revive the TT nameplate.
First shown as a concept in 1995, and reaching production in 1998, the Audi TT helped establish the German brand as a design leader. With the TT, Audi gained a new identity following years as being seen simply as a cheaper alternative to BMW and Mercedes. The car itself became an icon too. But in the 21 years since the TT's debut, sales of sporty cars have declined significantly, and Audi, like all VW Group brands, has to focus its resources on electric-car development.
The TT was an important car for Audi, but that's no longer the case today. Sporty coupes like this simply aren't in fashion now, so it's easy to see why Audi doesn't want to invest in replacing the current TT. It's sad, given how cool and important the original was, but not surprising.
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