All-Wheel Driven | Audi Club Podcast Episode 10 – Audi's TT Moment 2.0 & Why Enthusiasts Should Pay Attention

With rumors swirling about a new halo sports car and Audi signaling a major course correction, there’s plenty to unpack from recent Audi news. From rethinking EV-only timelines to previewing a design-led reboot, Audi appears to be recalibrating for both emotion and market realities.

In Episode 10 of the All-Wheel Driven podcast, host Joe Kucinski is joined by Audi Club North America Executive Director Chris May to break down the biggest headlines from the past month—starting with what Audi CEO Gernot Döllner has openly described as the need for a “TT Moment.”

In a recent interview with Bild, Döllner stated that Audi needs another emotionally driven statement car to reset the brand’s image—just as the original TT did in the late ’90s. That vision appears to be taking shape in the form of a bold new concept set to debut at IAA Mobility Munich this September.

Positioned between the TT and R8, and designed under the direction of Audi’s new Head of Design, Massimo Frascella, the concept aims to rekindle the design-driven passion that once defined the brand. Built on the Porsche-engineered SSP Sport platform—with rumors of 718 Boxster EV underpinnings—it may also blend electrification with performance in a way that resonates with both purists and forward-looking buyers.

But there’s more than just one car in the spotlight. The conversation digs deep into Audi’s broader strategic pivots—from increased hybrid investment to rethinking EV rollout schedules in the face of slower adoption in key markets like the U.S. Chris and Joe provide context on how these moves are being received by enthusiasts and what they could mean for product planning going forward.

They also discuss:

What Frascella’s minimalist design ethos could bring to Audi’s next generation of models
Why Audi is considering U.S. production and what that means for tariffs, cost, and customization
How shifting priorities in China and Europe are impacting Audi’s global roadmap
Whether enthusiasts can expect more driver-focused vehicles as profitability improves

All of this is happening alongside an unprecedented product refresh—especially in the B-segment—leading to polarizing reactions from the community. Joe and Chris talk about what’s changing, what’s staying true to the brand, and why it might pay to wait before passing judgment on the next wave of Audi design.

Between a renewed focus on design emotion, the possibility of U.S.-tailored production, and a rebalanced EV strategy, the road ahead could lead to exciting new offerings that are every bit as engaging as Audis of the past.

▶️ Watch the episode below, or listen on your favorite podcast platform: Apple | Spotify | YouTube.

📝 Keep up with the latest Audi news coverage at audiclubna.org/blog.