Audi is suffering lately. A somewhat bland product lineup and inconsistent naming strategies have both newcomers and die-hards losing interest, and the brand’s sales are declining as a result. But the German automaker has been here before, and its solution to the problem last time might be its savior today as well. In the 1990s, the company was reeling from stale offerings and an overhyped safety scandal that almost led to extinction, but then came the stylish TT coupe in 1999 (2000 for the U.S. market). Suddenly, Audi had a philosophical flagship that, despite its reasonable price, gave all other models something to work toward in terms of design and desirability.
The company might once again call upon the TT to reinvigorate its lineup, potentially as soon as the 2027 model year. The much-rumored TT reboot should follow in the original’s footsteps with beautiful styling and a faultlessly crafted interior, but this time, it’ll be electric, helping Audi entice its fashion-conscious consumers into a four-wheeled accessory with some green credentials and solid performance. And considering it’ll probably have the moderately priced EV luxury coupe segment all to itself, a next-generation TT would give Audi a very novel offering that’ll set it apart from the rest.
Audi last offered the TT in 2023, closing a nearly 25-year chapter on the 2+2 coupe and its two-seat roadster sibling. When new, the TT was a vital product for Audi. Its Bauhaus styling and industrial-chic interior belied the Volkswagen Golf underpinnings, giving it a reasonable price in spite of its desirability. The TT also became something of a technological showcase for Audi, being the first modern car in North America to offer a dual-clutch transmission thanks to the sporty 3.2 Quattro model.
“At Audi Design, we always follow the philosophy of ‘less is more’. Bringing out the Audi TT Coupé’s unique character by reducing it to the essentials was a challenging and special undertaking for us designers.”
–Audi designer Torsten Wenzel, on the original TT
Despite that impressive powertrain, the first-generation TT was more of a stylish boulevardier than a genuine sports car. That changed with the second-generation TT, which sacrificed some of the original’s novel design for lighter aluminum construction and one genuinely aggressive trim level – the TT RS. The 335-horsepower turbocharged inline-five engine recalled Audi’s rally heritage, while a six-speed manual ensured only real enthusiasts need apply.
The third-generation TT attempted to blend the distinctive styling of its grandfather with the sportiness of its immediate predecessor to decent effect. A clean interior design and sculpted sheetmetal made it undeniably graceful, while the available RS trim saw its power grow to 394 hp. Even without that grunt, the standard TT was still pretty sporty, and although sales trended downward from 2015 to 2023, Audi still recognizes the stylish coupe’s value in its lineup.
“I have a gut feeling that we’re on the verge of such a TT moment,” said Audi CEO Gernot Döllner in an interview with German newspaper Bild. Speaking of the company’s intended sports car revival, which won’t be a direct successor to either the R8 or the TT, Döllner said that the all-electric vehicle will be emotional and exciting, revitalizing the brand for a new generation.
The next-generation Audi TT e-tron – if that’s what it ends up being called – was recently spotted testing with Porsche 718 Boxster bodywork, leading to some speculation that the two may share their all-electric platforms. That would allow the companies to share development costs of the bespoke architecture. However, that may make the TT more expensive than it would be if it used something like Volkswagen’s modular electric MEB platform, which shows up under everything from the ID.3 GTX to the ID. Buzz retro van.
Still, given Döllner’s comments to Bild, we suspect Audi is pushing its sports car upmarket, and having a dedicated sports car platform would help it retain its sleek profile better than the battery-in-floor MEB design would. As with any good Audi, plan on the next-generation TT offering all-wheel drive through a dual-moto setup, although it could also potentially get a single motor as standard – likely on the rear wheels in a break from the TT’s front-biased tradition. We suspect such a model would boast around 322 hp, à la the rear-wheel-drive Q6 e-tron, while a dual motor variant could have 450 hp or more.
Audi knows it needs to cater to a more style- and status-conscious consumer, and as a result, the brand has decided to stop chasing maximum sales volume. Future Audis (including the TT) will court buyers with luxury, technology, and a great driving experience. And anyone shopping for an Audi coupe will also demand head-turning style and uncommon interior materials – the baseball-stitch leather of the first-gen TT is still a high-water mark for automotive upholstery.
The TT e-tron also needs to be more than a cynical retro rehash of the original. Taking specific design cues from the first-gen TT, like the concentric-circle interior bits or the nearly symmetrical front and rear ends, and rendering them in modern ways will help the new sports car feel timeless without resorting to pastiche. Porsche’s evolutionary treatment of the 911 (including the forthcoming Flachbau variant) and Renault’s cleverly modernized R5 and Twingo EVs could be a good road map for Audi to follow, bringing its TT to the modern era without insulting its designers’ intelligence.
The Audi TT also needs to be fun to drive. Although never quite as hardcore as the Porsche Boxster and Cayman, the Audi sports car has always offered nippy handling, a comfortable ride, and some off-the-line verve that all feel in perfect balance, making it a geat long-distance touring car or capable companion on the scenic route. The electrified TT will hopefully follow suit, especially if it keeps its weight in check to preserve efficiency, ride comfort, and road feel.
The list of sporty EVs is very small, and trimming it down to only include two-door coupes leaves just one vehicle standing: the Maserati GranTurismo Folgore. Costing nearly $200,000, the Masi probably won’t be a true rival to the Audi TT e-tron, nor will the $100,000 Polestar 5 fastback sedan. The aforementioned Boxster and Cayman EVs might, however. Considering the combustion-powered Porsche 718 family starts at $75,000-plus, we think the electric P-car should be at least $80,000 when it arrives in 2027. Audi’s one-rung-down status in the Volkswagen Group family means a TT e-tron will likely be a $60,000 proposition.
Here’s how the Audi TT and Porsche 718 Cayman/Boxster could stack up against other EV sports cars:
2027 Audi TT Key Rivals
Expected Price Range
All-electric
Power
Audi TT e-tron
$60,000 to $90,000
Yes
350-400 hp (est.)
Porsche 718 Cayman EV
$80,000 to $120,000
Yes
350-500 hp (est.)
Maserati GranTurismo Folgore
$197,800
Yes
761 hp
Polestar 5
$100,000-plus
Yes
884 hp
Sources: Audi USA, Bild
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