Audi is preparing to launch a new era of design and emotional appeal in a bold move to regain lost momentum in the automotive industry. Amid declining sales and intense competition from rivals like BMW, Audi CEO Gernot Döllner is looking to reinvigorate the brand with a striking new sports car. Referred to internally as the “TT Moment 2.0,” this upcoming vehicle promises to echo the impact of the original Audi TT with a modern and emotionally charged reinterpretation.
Quick Summary
Key Detail |
Information |
|---|---|
CEO |
Gernot Döllner |
Concept Debut |
IAA Munich, September 2025 |
Production Start |
Within 2 years (Estimated: Late 2027) |
Design Lead |
Massimo Frascella |
Concept Name (Internal) |
“TT Moment 2.0” |
Positioning |
Between Audi TT and R8 |
Rumored Platform |
Porsche 718 EV (unconfirmed) |
Next-Gen R8 Rumored |
Yes, possibly arriving by 2027 |
Brand Strategy Focus |
Emotion, Design Identity, Realistic Concept Execution |
Official Audi Website |
A Brand at a Crossroads
Audi is currently navigating a challenging period. The company has sold fewer than half the number of vehicles compared to BMW so far this year, and its 2024 sales figures also reflected a noticeable decline. While some setbacks were attributed to logistical issues such as vehicles being held at ports due to uncertainties around import tariffs, broader concerns remain about Audi’s market positioning and innovation pace.
However, a recently signed agreement on tariffs is expected to reduce the impact of these trade barriers for European automakers, giving Audi some breathing space. Still, as Döllner noted in a candid interview with German publication Bild, the company must do more than survive; it must evolve.
“We are passing through the lowest point,” said Döllner, emphasizing a new era of design and strategic product development that could mark the turning point for Audi.
The “TT Moment 2.0”: What to Expect
Döllner’s optimism revolves around an upcoming concept car set to debut at IAA Munich in September 2025. This vehicle is being developed under the guidance of new Audi design boss Massimo Frascella, who brings a renewed vision for design innovation grounded in realism rather than far-fetched sci-fi aspirations.
In contrast to previous outlandish concepts like the variable-wheelbase Audi Skysphere, this upcoming model will be a practical yet visually stunning design intended to connect with buyers on an emotional level.
The CEO described the concept as an “identity builder” and repeatedly referred to it internally as Audi’s “TT Moment 2.0.” The original TT, launched in 1998, was a groundbreaking model that shifted the brand’s image toward bold and beautiful design. Döllner believes this new sports car has the potential to be just as influential.
“I have a gut feeling that we are on the verge of such a TT moment,” he said, hinting at the emotional and aesthetic impact the new car aims to deliver.
Between the TT and the R8: A New Segment?
Despite earlier speculation, this new vehicle is not a fourth-generation Audi TT. Instead, Döllner confirmed that the new car will be positioned “somewhere in between” the now-discontinued TT and the high-performance R8 supercar. This places the new model in a niche segment that could combine luxury, sportiness, and cutting-edge design potentially offering a thrilling new electric or hybrid sports car platform.
Although no technical specifications have been confirmed, there is speculation that this car could be built on the Porsche 718 EV platform, reinforcing Audi’s strategy of leveraging technology from within the Volkswagen Group.
Is a New Audi R8 Coming Too?
In March 2025, unconfirmed reports suggested that a third-generation Audi R8 is also in the works, possibly scheduled for a 2027 launch. While Audi has not officially acknowledged these plans, the timeline aligns suspiciously close to the expected production launch of the new “TT Moment 2.0” car.
If both projects come to fruition, Audi could find itself releasing two high-performance sports cars in quick succession. This would be an unusual move, particularly given its recent financial struggles. However, it’s not without precedent. Audi has historically collaborated with Lamborghini its VW Group cousin on performance vehicles, with the original R8 and the Huracán sharing key components.
The next R8, if it materializes, may again use a Lamborghini platform such as the Temerario, but with unique styling and tuning to differentiate it from its Italian sibling.
Looking Ahead
Audi’s next chapter could very well begin with a dramatic return to form. The “TT Moment 2.0” concept will officially break cover at IAA Munich in September 2025, and production is expected to begin within two years, likely in late 2027.
This vehicle may not only define the next design language of Audi but also determine whether the brand can reassert itself as a leader in performance and innovation.
Frequently Asked Questions
Q1: What does “TT Moment 2.0” mean?
A. It refers to Audi’s internal nickname for its upcoming concept car. The phrase signifies an important design milestone akin to the original Audi TT’s launch in 1998, which helped define Audi’s modern design language.
Q2: Will the new car be a direct replacement for the Audi TT?
A. No, Audi CEO Gernot Döllner has clarified that the new sports car will be positioned between the TT and R8, suggesting a more premium, performance-focused model.
Q3: When will the new concept be revealed?
A. The concept will debut at the IAA Munich motor show in September 2025.
Q4: Is the car going to be electric?
A. Although not officially confirmed, speculation points to an electric or electrified powertrain, potentially using the Porsche 718 EV platform.
Q5: Is a new Audi R8 also in development?
A. Unconfirmed reports suggest that a third-generation R8 could arrive by 2027, but Audi has yet to confirm these details publicly.
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