Audi is currently in unfamiliar territory—without a dedicated two-door sports car for the first time in decades. With both the TT and R8 now retired, the German marque’s line-up is looking decidedly tamer.
But don’t count Audi out just yet. CEO Gernot Döllner has hinted that the brand’s sporting spirit is far from lost and could make a return as part of an extensive reshuffle of its product strategy.
A Nod to the Past, A Step Towards the Future
When quizzed at Audi’s 2024 financial results presentation about the possibility of bringing back a sports car, Döllner didn’t shut the door. “For sure. That’s part of the brand’s DNA,” he said. “We just have to find the right way and the right timing to integrate it into our portfolio.”
The TT: A Design Icon
One model that holds a special place in Audi’s history is the TT. Born in 1998, this sleek, Bauhaus-inspired coupé was an instant icon, blending minimalist design with sharp driving dynamics.
Across three generations and 25 years, over 650,000 units found homes, proving that small, stylish sports cars could still turn heads and sell in big numbers. But with its farewell in 2023, there’s been a gaping hole in Audi’s line-up.
A Designer with a Passion for Performance
Enter Massimo Frascella, Audi’s new design chief. Having cut his teeth at Jaguar Land Rover, where he helped bring the Defender back to life with a fresh, modern twist, he’s now tasked with shaping Audi’s next era. And it turns out he’s a massive TT fan.
Döllner revealed that when the original TT launched in Italy, Frascella was so enamoured that he took a day off work just to admire it in an Audi showroom. Talk about dedication.
Frascella’s design philosophy leans towards simplicity—cutting away the unnecessary and focusing on pure form, a principle that echoes the Bauhaus movement that inspired the TT in the first place. While a direct TT reboot isn’t on the cards (“You can’t copy your past,” says Döllner), it’s “thinkable” that historic Audi model names could return in new forms.
The Road Ahead for Audi
For now, Audi’s immediate focus is stabilising its operations after a challenging 2024. Key priorities include rolling out a “future-proof” software architecture—thanks in part to Volkswagen Group’s new partnership with Rivian—and ramping up production of new models like the A5, A6, Q3, and Q5 in 2025.
So, will we see an Audi sports car resurgence? The signs are there. But for now, we’ll have to wait and see what Döllner, Frascella, and the team have up their sleeves.
One thing’s for sure—if Audi does re-enter the sports car game, it won’t be with a half-hearted tribute. Expect something bold, fresh, and unmistakably Audi.
(Source: Autocar)
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