Audi’s CEO, Gernot Döllner, has made headlines recently by openly discussing the iconic TT sports car and its potential future. The TT, which first rolled onto the scene in 1998, quickly became a beloved model among car enthusiasts and casual drivers alike. Over the years, the TT’s unique design and spirited performance captured the hearts of many, leading to over 662,000 units sold before its discontinuation in 2023. Now, there’s talk of reviving this beloved car, but with a twist – it might come back as an electric vehicle.
Döllner’s comments suggest that Audi is keenly aware of its legacy and the importance of having a sports car in its lineup. He’s termed the TT an “icon,” which resonates deeply with fans who cherish its sleek, timeless design. However, he also acknowledges the evolving automotive landscape, especially with the growing push towards electrification. When asked about whether an electric TT could become a reality, he noted that it’s feasible for more everyday driving scenarios, but made it clear that performance-focused models, like those meant for racing, still rely heavily on combustion engines or hybrids.
Imagine taking an electric TT on a scenic drive through the mountains, where the thrill of the vehicle is matched only by the breathtaking views. Döllner hinted that the ability to recharge while enjoying a coffee break could align perfectly with this envisioned lifestyle. This idea speaks directly to anyone juggling a busy life but still yearning for the exhilarating experience of driving.
Historically, the TT has shared its underpinnings with the front-wheel-drive VW Golf, most recently utilizing the MQB platform, which allowed for impressive performance, like that found in the TT-RS. As Audi considers an electric version, it’s likely that the shift will require a different platform altogether—such as the MEB, which supports both rear- and all-wheel drive and is currently used for models like the Audi Q4 E-Tron. Döllner’s vision of a rear-wheel-drive electric sports car would mark a significant change that could silence critics who have long pointed out the TT’s front-wheel-drive limitations.
This thoughtful approach hints at Audi’s commitment not just to recreate a legacy but to innovate and improve on it. Additionally, with the Volkswagen Group actively developing the new SSP platform—designed to support a vast array of EVs and power outputs—it may also pave the way for an electric TT. The future could look bright and exciting for fans who appreciate sportiness without losing touch with affordability. Audi could potentially produce the TT E-Tron at a price point that aligns more with the original’s accessibility, aiming for around $50,000 instead of the more extravagant figures often seen in high-performance electric vehicles.
On the design front, Audi has appointed Massimo Frascella as its Chief Creative Officer, who has a solid track record from his time at Jaguar-Land Rover. His design philosophy leans towards simplicity and functionality, reminiscent of the original TT’s Bauhaus-inspired aesthetic. With Frascella at the helm, there’s a promising chance that a future TT will capture the spirit of its predecessors while delivering fresh, modern styling.
As we look forward to the likely unveiling of a concept car at the IAA German motor show, the anticipation builds. This unveiling may signal a new direction for Audi’s design language and provide insights into what the company prioritizes in the coming years. There’s no doubt that the path to reviving such an iconic model will come with its challenges, especially as Audi navigates a competitive market and its own internal strategies.
While the thought of a new electric TT excites, we must also remain grounded. Audi’s financial strategy and corporate assessments will ultimately play a significant role in determining whether resources will be allocated to this project. The upcoming concept could give us pivotal clues about Audi’s future priorities. For now, car enthusiasts and everyday drivers alike can only dream of the day they might see the electric TT gracing roads and racetracks, echoing the charm and character that made it a classic. It’s a journey fraught with uncertainty, but if anyone can strike the right balance between past and future, it’s Audi.
Image Source: Roman Fihurka / Shutterstock
