Audi TT gets the ax
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Audi TT gets the ax
A little more than 20 years after the stylish coupe debuted, Audi is preparing to kill off the TT. Currently in its third iteration, the TT will reportedly be replaced eventually with an "emotive" electric vehicle that will be priced in the same ballpark.
The third-gen TT was introduced in 2014, so it is getting on a bit. Earlier Audi TT coverage has had a slight sense of uncertainty about the model's future — some speculation touted a possible four-door coupe replacement. But now that the cat is on the table, the TT will step aside to make room for more electric Audi vehicles. According to Automotive News Europe, Audi's decision to focus on sustainability means it has to ax a number of models that no longer justify their presence in the lineup. With competitors such as the Mercedes-Benz SLC, formerly known as SLK, also giving up the ghost, the sporty two-door segment seems to be shrinking even further. Out of the three similarly priced sporty Germans introduced in the late 1990s, only the BMW Z3 will continue to have a successor model in the 2020s.
Audi CEO Bram Schot stated: "In the medium term, we want to have the strongest range of electric models among premium competitors." The new strategy will consist of 20 full-electric vehicles in a 30-strong electrified lineup by 2025.
Other models facing complete re-evaluation are the A8 luxury car, which Schot says could well go full-electric, and the R8supercar. The R8 was last updated last year, and the A8's most recent refresh took place in 2017 — with a timeline like this, these models could see a complete electric overhaul by 2025, or in the R8's case, end of production.
Ultimately, shelving the TT might end up being a blessing for it. When the first generation was originally shown, its uncompromising yet minimalistic design received critical acclaim and served to secure it the status of a future classic. Later cars have been more dynamic to drive, and there has been a touch more power, but their design has not been as pure. If there will be a spiritual, electric successor to the TT, Audi will now have the time to completely rethink what the model stands for, and this could result in a very attractive design. Unless it will turn out to be another four-door coupe crossover, of course.
But before the TT leaves the stage, there will be at least one special edition, the Quantum Gray Edition. This is due to Audi embarking on a new digital internet sales initiative next month in conjunction with its dealers. It didn't provide many details on what that initiative entails, but the TT Quantum Grey Edition has been selected to be the pilot model for the endeavor.
The third-gen TT was introduced in 2014, so it is getting on a bit. Earlier Audi TT coverage has had a slight sense of uncertainty about the model's future — some speculation touted a possible four-door coupe replacement. But now that the cat is on the table, the TT will step aside to make room for more electric Audi vehicles. According to Automotive News Europe, Audi's decision to focus on sustainability means it has to ax a number of models that no longer justify their presence in the lineup. With competitors such as the Mercedes-Benz SLC, formerly known as SLK, also giving up the ghost, the sporty two-door segment seems to be shrinking even further. Out of the three similarly priced sporty Germans introduced in the late 1990s, only the BMW Z3 will continue to have a successor model in the 2020s.
Audi CEO Bram Schot stated: "In the medium term, we want to have the strongest range of electric models among premium competitors." The new strategy will consist of 20 full-electric vehicles in a 30-strong electrified lineup by 2025.
Other models facing complete re-evaluation are the A8 luxury car, which Schot says could well go full-electric, and the R8supercar. The R8 was last updated last year, and the A8's most recent refresh took place in 2017 — with a timeline like this, these models could see a complete electric overhaul by 2025, or in the R8's case, end of production.
Ultimately, shelving the TT might end up being a blessing for it. When the first generation was originally shown, its uncompromising yet minimalistic design received critical acclaim and served to secure it the status of a future classic. Later cars have been more dynamic to drive, and there has been a touch more power, but their design has not been as pure. If there will be a spiritual, electric successor to the TT, Audi will now have the time to completely rethink what the model stands for, and this could result in a very attractive design. Unless it will turn out to be another four-door coupe crossover, of course.
But before the TT leaves the stage, there will be at least one special edition, the Quantum Gray Edition. This is due to Audi embarking on a new digital internet sales initiative next month in conjunction with its dealers. It didn't provide many details on what that initiative entails, but the TT Quantum Grey Edition has been selected to be the pilot model for the endeavor.
Lexus Fanatic
Joined: Oct 2003
Posts: 94,223
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From: Virginia/D.C. suburbs
Sorry to see it go (IMO, too many non-SUVs, today, are being dropped), but I can't say I ever really liked it. It was, IMO, awkwardly-styled (like the 2Gen Lexus SC430), and I never liked the TT interiors, except for some the early models that had the baseball-stitch accent on the trim for a unique look.
Lexus Fanatic
Joined: Feb 2005
Posts: 12,269
Likes: 296
From: ------
Sorry to see it go. Always had a soft spot for the TT especially the original, my gf wanted one at one time and we looked around at them but they were just way too expensive for what you got and that was the main problem with Audi TT's, they just got the pricing totally wrong, priced it way too high especially for a car based on humble econo car roots. Another thing is after the first gen the styling got more generic and the interior was no longer that special so it was not as special as the first gen with its stunning unique styling and excellent interior, many say the 350Z and SC430 took styling cues/inspiration from the original TT. They did put out some nice performance version the last few years but they simply charged way too much for it.
Lexus Test Driver
Joined: Mar 2008
Posts: 9,982
Likes: 241
From: California
That is too bad. Always liked the TT. I was leasing Passats and A4's when they first came out, and boy did the TT generate a lot of hype at car shows and the dealership. It, along with the New Beetle were some of the 90's VW/Audi success stories, both of which sold above sticker for a time. Interesting how times and trends change.
I always liked that car! Since I was young back in the late 90s, sad to see it go! Infact I just saw the one other day and reminded me how I liked that car a lot. Any Filipino here every joke about the name of it?
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Lexus Champion
Joined: Oct 2002
Posts: 11,204
Likes: 11
From: The Woodlands, TX
Owned a couple of them (04, 07), nice cars but I feel they needed to make drastic bodystyle changes/improvements to stay competitive on the latest generation which they solidly failed to do.
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