The iconic Audi sports car TT, which was thought to have disappeared with its discontinuation in 2023, will likely return as an electric vehicle (EV).
The TT, which had been a symbol of the brand and remained popular over several generations, was discontinued amid the shift toward electrification and management challenges. However, according to recent reports from several foreign media outlets, Audi is developing a new TT planned for release in 2027.
Rebirth As a 50,000 USD Electric Sports Car, Built With Porsche Expertise
Audi is reportedly already testing a prototype of the TT, which is based on the Porsche 718 Boxster EV chassis.
This suggests the new TT could share the same platform as the Boxster and Cayman EV models. However, to avoid overlapping with Porsche’s brand hierarchy, the TT’s performance is expected to be tuned to a slightly lower level than Porsche’s models.
While the specific details of the new TT’s powertrain have not been revealed yet, experts predict that Audi will leverage Porsche’s experience in developing electric sports cars to create a model that enhances driving performance and emotional appeal.
Due to the lack of engine noise in EVs, replicating the unique driving feel of a sports car is expected to be challenging. Audi is likely to explore a differentiated approach to overcome this challenge.
If it’s based on the MEB platform, the expected price is around USD 50,000, positioning it as a reasonably accessible electric sports car. This pricing could position the new TT as a more accessible, value-for-money model in the electric sports car market.
Preserving Brand DNA Amid Corporate Restructuring
The TT’s rebirth is closely tied to Audi’s management crisis. Audi recently announced its mid-to-long-term investment plans and efforts to overcome the situation, including a 10-year plan to cut 7,500 jobs.
Audi CEO Gernot Döllner stated that the TT is an icon of Audi and that sports cars are an important part of the brand’s DNA, hinting at the potential of electric sports cars.
While Audi acknowledges that the sports car DNA is a key part of its brand identity, the company stated that full development will only be possible after improvements in its management and portfolio restructuring are completed.
The revival of the TT is seen as a strategic decision that could bring new vitality to Audi. Indeed, the TT drew significant attention upon its debut and achieved commercial success.
In Audi’s current portfolio, the TT adds a unique appeal and is likely to play a key role in helping the brand take a step toward becoming more luxurious.
However, some critics argue that the early mention of the TT’s revival might be a tactic to divert attention from the management crisis and the restructuring efforts.
Design and technology development are expected to continue over the next three years, so the new TT will likely debut in 2027 and be released as a 2028 model.
Meanwhile, Audi is working on a modern reinterpretation of the TT’s signature sloping roofline and front and rear end design. The key challenge will be integrating the existing TT’s iconic elements and emotional appeal with the electrification trend.
