Return of the Audi TT: An Electric Revival
If you thought the Audi TT was a relic of the past, prepare for a surprise. Audi is actively developing a new generation of sports cars, drawing inspiration from the iconic coupe of the 1990s. According to Audi CEO Gernot Döllner, the TT is an “icon,” a sentiment shared by new design chief Massimo Frascella.
“I believe Audi has to have a sports car, for sure,” Döllner said in an interview. “That’s part of the brand DNA, and we have to find the right approach, timing-wise, to integrate it into our portfolio.”
The third-generation TT ceased production in 2023, however, in the face of burgeoning competition from emerging Chinese automakers, established Western car manufacturers are increasingly revisiting their heritage models. Reviving badges like the TT is under consideration. “Yes, that’s thinkable,” Audi’s CEO confirmed.
Audi faced “challenging” financial results in 2024, with an operating profit decline of 38% to 3.9 billion euros (£3.3bn). These downturns were attributed to difficult economic conditions and declining sales, particularly as key models underwent renewal. Additionally, the company took a 1.6 billion euro (£1.35 billion) hit to close its Q8 e-tron factory in Brussels. Despite these setbacks, new sports cars are definitely part of the medium-term plan, Döllner revealed.
Within the Volkswagen Group, Porsche is leading a project known as C-Sport, planning to launch all-electric replacements for the mid-engined 718 Cayman and Boxster models this year. Audi could potentially utilize this new electric sports car architecture.
Unless Audi decides to reinvent the TT as a four-seat GT car, the rear and all-wheel drive components set could be a very sporty basis for a TT spiritual successor.
“If you’re talking about real racing cars for the track, to me the only way until now is combustion engine or hybrid,” Döllner added. “But if it’s more for everyday use on normal roads, I would definitely see a transition to the electric era. Long term there will be a place for fully electric sports cars, not for the track but for crossing the Alps or having fun on a country road.” He emphasized the need for rapid recharging, ideally in the time it takes to enjoy a coffee break.
While Porsche’s C-sport models will be high-performance and very high-priced, Audi seems committed to preserving the TT’s accessible nature. Therefore, a production car is unlikely before 2027, which will use the new SSP (Scalable Systems Platform) electric architecture. This platform is also slated for the next Skoda Octavia and Volkswagen Golf, and includes hi-tech software created alongside with Rivian, a US electric car innovator.
The SSP platform incorporates an 800-volt architecture for ultra-fast charging. While battery sizes haven’t been confirmed, the next-generation TT should comfortably offer a range exceeding 400 miles, and should be one of the lighter vehicles to be released on the SSP platform.
Döllner views the TT as a vehicle that championed Audi’s “Vorsprung Durch Technik” (“Advancement Through Technology”) philosophy in automotive design, making this a battleground that Audi intends to win back. Audi is focusing on becoming a relevant design brand. Bringing Massimo Frascella on board from Jaguar Land Rover — where he helped shape Range Rover’s modernist and clean aesthetic — is central to Audi’s new transformation.
