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The Audi TT was one of the most beloved cars of the 1990s and 2000s—or any decade, a paragon of simplicity and form matching function. Its death in 2023 amid declining sales felt unjust, but now it’s slated for a comeback.
Audi debuted the Concept C on Tuesday without naming the TT, instead describing the Concept C as an “all-electric two-seat sports car.” But to anyone with eyes, the Concept C is what the TT should’ve become all along: It is the “TT reborn,” as Autocar said, and not a moment too soon.
At the launch event in Milan, the marque insisted that the Concept C is not a new TT. Nor is the just-unveiled sports car a new R8, which was discontinued last year. The Concept C is both; in fact, according to Audi, it’s part of an entirely different class.
“The Concept C is not a successor of the TT. It’s a different segment to the TT—it’s somewhere exactly in the middle between TT and R8,” Gernot Döllner, CEO of Audi, told Autocar. “We will come up with a name once the car hits the road as a serious product.”
Regardless, Audi seems to indicate with the Concept C that it is turning the page on both the TT and R8. The car maker did not release power numbers other than to say the new auto is all-electric, though it is expected to be quick. The production version of the Concept C is expected to closely match the concept, too, and will launch in 2027, Audi said.
“The Audi Concept C marks the beginning of a new design philosophy and thus a defining moment for the four rings,” Audi said in a statement. “It previews a future production model and will shape further models beyond that.”
The production version of the Concept C also will be electric only, with no internal combustion engine option.
“We believe the electric drivetrain is a perfect fit,” Döllner told Autocar. “It’s not a car for the race track—it’s a car for country roads, for performance driving.”
That, of course, sounds like the TT, and not so much the R8. And it is the TT that remains a touchstone for Audi, including for Massimo Fascella, the brand’s head of design, who was responsible for the Concept C.
“In 1998, when the first Audi TT arrived at a dealership in Turin, I took a day off work to just look at the car in peace,” Frascella told Autocar. “I was there for hours, looking at the car from every angle, touching every surface.”
Click here for more photos of the Audi Concept C.
Erik Shilling is digital auto editor at Robb Report. Before joining the magazine, he was an editor at Jalopnik, Atlas Obscura, and the New York Post, and a staff writer at several newspapers before…
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