Audi CEO Admits Brand Must Rebound, “TT Moment 2.0” EV Set to Lead the Comeback

[Source: Motor1.com]

Motor1.com first brought attention to an interview Audi CEO Gernot Döllner had with German magazine Bild about the need to get the brand back on track. In that interview Döllner promised a new “identity builder” EV sports car that will be revealed in September.

“I don’t want to beat around the bush, we need to get back on track now,” Döllner said in the interview. His words are not without merit. 2023 was a sad year for Audi fans as both the R8 and the TT went out of production. They are two of the most iconic Audi models this century and they leave a gaping hole in the Audi lineup. But that hole may soon be filled.

Döllner said that Audi is working on an EV sports car that he expects to have the same impact as the original TT. In fact, the vehicle is known internally as the “TT Moment 2.0.” However, it will not be a new generation TT or an R8 for that matter. The new car will slot in between the place once held by those models. The new car is expected to be fully electric but also a “highly emotional sports car.”

The concept for this new model is expected to be revealed in September at the IAA Mobility Show in Munich. The original Audi TT concept car debuted at the 1995 Frankfurt Motor Show. That show was rebranded IAA Mobility and moved to Munich in 2021. So, essentially the “TT Moment 2.0” will premier at the same show as the original TT. But will it have the same impact?

Döllner thinks so. “I have a gut feeling that we are on the verge of such a TT moment.” Audi fans everywhere hope he is right. The brand needs an infusion of excitement and this could be it. The new sports car is expected to enter production within the next two years. We can’t wait to see it, and better yet, drive it.