Model's uncertain future has been an "emotional" topic of discussion in boardroom meetings.

Audi directors committed to TT's survival

Audi directors committed to TT's survival

by Rachel Burgess

14 March 2019

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The Audi TT could live on in the brand’s electrified future, according to board member for technical development Hans-Joachim Rothenpieler. 

Asked if the two-seater could fall victim to line-up consolidation in an effort to meet WLTP regulations and improve profitability, he stated that the board has been “fighting for it”.

Audi plans to introduce 12 electric models before 2030, but it’s hopeful that the range will include a viable model in each segment. 

“We want it”, said Rothenpieler of the Porsche 718 rival, which has been the subject of “emotional discussions” taking place in recent Audi boardroom meetings.

Prospects for the long-running sports car have long been in question, hampered by ongoing issues over profitability in the relatively low-volume segment.

Autocar has previously reported that Audi was understood to be re-evaluating the TT’s future, which was confirmed by company CEO Bram Schot at the recent Geneva motor show.

When asked whether the TT will continue, he said: “That’s a very good question. I think there’s a future for an [Audi] icon but I don’t know if it’s a TT. My heart bleeds when you ask that question!”

He added: “I’ve got some things cooking which could replace TT, though not necessarily directly.”

Sources have told Autocar that a future TT could take the shape of a four-door liftback.

Schot flagged the ongoing investment demands of electrification, mobility and technology as reasons for the re-evaluation.

Our Verdict

Audi TTAudi directors committed to TT's survival

The first generation Audi TT was launched in 1998

Can the juggernaut sports coupé roll on to even greater success, or has Audi's icon lost its edge against more purpose-built machines?

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He explained that since taking over as CEO last year, he has reduced complexity in the Audi line-up by 27% through simplifying variants and engine line-ups but said there is more to do.

“Audi has to be really prominent in future, but electrification has to be financed. I cannot afford to be in every country, in every segment,” Schot said.

A facelifted Audi TT will arrive in showrooms next month and is expected to stay on sale until 2022.

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Comments

22

voyager12

The 'shooting brake' version..

5 March 2019

(Audi already did a show model based on the TT 2) would make for a nice successor. 

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