End of the road for the Audi TT and R8?

ABU DHABI: Every automaker has an iconic model that is synonymous to the brand. For Audi, the TT and R8 are two such models. Back in 1998 when Audi introduced the TT, it became an icon because of its styling that's inspired by the Bauhaus German design school. Today, however, it seems that we may have to bid adieu to these models.

Audi is focusing more on the launch of new electric models and in turn, is reducing the number of regular combustion engines in its line-up. The massive push for EVs along with the high cost of development and declining profits for niche coupes could mean the end for the TT and R8. Both these models will soon be entering the 2nd half of their life-cycle, and a decision will have to be made by Audi on their future and successors (if any). After the whole diesel cheating fiasco, Audi is looking to cut costs and reduce model complexity.

Apparently, the engineers at Audi are fighting to save the TT and R8 since they believe it is part of their DNA. Hans-Joachim Rothenpieler, head of Technical Development at Audi told Automotive News “We engineers want them and our sales colleagues want them, but it is a question of whether we can afford them.” Unfortunately, this might not pan out too well since Volkswagen Group (Audi’s parent company) has informed its brands to adjust their profit margin targets for new models to include CO2 emissions. This could make the business sense for sports cars difficult unless they undergo expensive electrification.

Audi has not yet made any decision regarding the successors for the TT and R8, but Bram Schot (Audi CEO) has mentioned that the company’s future sports car could be electric. So could we see battery powered successors to the TT and R8? During the Pebble Beach Automotive Week last year, Audi did showcase a fully-electric sports car concept. This could possibly be the R8 of the future.

By the end of next year, Audi is planning to launch an all-electric high-performance Gran Turismo vehicle with a target to have 12 all-electric vehicles by 2025. They also plan to have a third of their sales from electrified models by 2025.