Audi weighs return to sports car glory with a new TT coupe

Audi is contemplating a return to its sports car roots with a potential new TT Coupe. Following the end of the TT in 2023 and the R8 in 2024, the German automaker found itself without a dedicated sports car for the first time in decades. However, this gap in Audi’s lineup may not last much longer.

In a recent Volkswagen Group financial presentation, Audi CEO Gernot Döllner confirmed the brand’s interest in reigniting its sports car legacy. When asked by Autocar if a new sports car is under consideration, Döllner affirmed, “For sure. That’s part of the brand’s DNA, and we have to find the right way, timing-wise, to integrate it into our portfolio.”

The timing, however, poses a challenge. Audi recently announced plans to cut 7,500 jobs by the end of the decade as it adapts to changing market dynamics and shifting consumer preferences. Despite this, Döllner believes sports cars remain essential to Audi’s identity and future strategy.

Adding to the excitement is the influence of Massimo Frascella, Audi’s new design chief. Frascella has a personal connection to the original TT, a car he admired so much that he reportedly took a day off work to spend time examining it at a local dealership. Döllner noted, “It seems that he somehow had Audi in his mind for his whole career. Now is the time to let Audi out of the mind of Massimo Frascella.”

However, before any new sports car hits the road, Audi must solidify its core lineup. Like the broader Volkswagen Group, the brand has faced slower-than-expected demand for its electric vehicles (EVs) and complications with VW’s software development. Despite these challenges, Audi has rolled out significant updates, including the new A5 replacing the A4, revamped A6 models with gas and electric options, a new Q5, and the electric Q6 E-Tron.

Audi has long been synonymous with innovative and iconic sports cars. The original Quattro coupe cemented its reputation as a technology leader, the TT showcased its design prowess, and the R8 placed Audi among the elite in the sports car world. While practical, high-volume models sustain the business, a new TT Coupe could remind enthusiasts why Audi has always mattered in the world of performance and design.

As Audi navigates its evolving identity in the electrified era, a return to its sports car heritage could be exactly what the brand needs to reclaim its legacy.