Audi: We Have to Do Better

Sales Struggles and Competitive Pressure
German luxury brand Audi has unabashedly admitted that it needs to improve—and it’s pinning its hopes on a new sports car to chart its comeback. Facing declining sales amid mounting pressure from Chinese competitors, the company finds itself at a crossroads as it seeks to reclaim past successes. Audi CEO Gernot Döllner was forthright in his remarks to Bild, stating plainly, “I don’t want to beat around the bush, we have to get back on track now.” He also expressed cautious optimism, suggesting that “we’re passing the low point,” though he acknowledged the challenges ahead. Audi plans to reduce its workforce by approximately 7,500 jobs by 2029.

The ‘TT Moment 2.0’ Vision

Central to the company’s strategy for renewal is the development of a new sports car—an “identity builder” reminiscent of the iconic Audi TT. Internally, this project has been dubbed the “TT Moment 2.0,” and Döllner’s instincts tell him the brand is on the cusp of creating something similarly impactful. The original Audi TT, launched in 1998 on Volkswagen Golf underpinnings, was a bold departure for Audi. Its unique sporting design and purpose revitalized the marque and made it one of Audi’s defining models.

The Legacy of the Audi TT

Production of the TT ceased in November 2023, with the final unit—number 662,762—rolling off the line as the model’s sales dwindled. Despite its discontinuation, the TT remains a cultural icon in automotive design history, making it a natural reference point for Audi’s comeback ambitions.

A New Sports Car for a New Era

This new model, set to be revealed in September, is envisioned as a highly emotional sports car—not exactly a TT, not quite an R8, but something that bridges the two. Rather than being a direct successor, it’s intended to embody the spirit and excitement that once defined both the TT and the now-discontinued R8. Those familiar with the TT’s cultural impact understand why Audi hopes this model can become a defining moment for the brand once again.