- Audi will reveal a fully electric concept sports car at the IAA Mobility Show in Munich this September.
- The concept, internally called “TT Moment 2.0,” previews a production model expected within the next two years.
- Audi has postponed its EV-only transition from 2032 to at least the middle of the next decade.
Audi’s boss isn’t mincing words. After a rough 2024, the brand is shifting gears and hitting reset.
Global deliveries dropped nearly 12% last year and another 5.9% in the first half of 2025. But Ingolstadt’s got a plan to claw back relevance, starting with fresh metal and a whole lot of emotion.
“I have a gut feeling…”
In a refreshingly candid interview with German tabloid Bild, Audi CEO Gernot Dollner said what most already suspected: “We need to get back on track now.” He believes the company has passed its lowest point and teased an upcoming concept that’s intended to kickstart a new chapter.
Internally dubbed “TT Moment 2.0”, the concept is designed to evoke the same kind of emotional connection the original TT sparked when it debuted in the late 1990s.
Dollner isn’t playing coy about its significance. “I have a gut feeling that we are on the verge of such a TT moment,” he said, suggesting this new model could define the brand’s next era the way the original once did.
Expected to debut at September’s IAA Mobility Show in Munich, the concept will preview a fully electric, "highly emotional sports car" aimed at revitalising Audi’s identity.
Not just another reboot
It won’t be a fourth-generation TT, nor an R8 successor, but something “in between,” according to Dollner.
A production version is slated for release within two years, promising new design language, next-gen tech, and more advanced underpinnings than anything Audi has previously delivered.
That said, Audi’s electric ambitions have been softened. The brand has officially delayed its transition to EV-only from 2032 to at least the mid-2030s, signalling continued investment in combustion models for the foreseeable future.
Crisis meets concept
To its credit, Audi isn’t pretending everything’s fine. Product and tech communications lead Oscar da Silva Martins recently admitted quality has slipped: “We have certainly been better… but we will get there again.”
And a Volkswagen Group board member went even further, reportedly calling Audi “our crisis case.”
That’s why this concept matters. It’s not just about design flair. It’s essentially a reset button. Though not expected to evolve into a next-gen A8 (the 2021 Grandsphere appears to have been shelved), it will be the brand’s new flagship in spirit.
Meanwhile, in China, a separate electric-only AUDI brand distinct from the Four Rings has launched with models like the E5 Sportback. These will remain exclusive to China and wear a different badge altogether.
Whether this next move will be enough to reclaim lost ground remains to be seen. But at least Audi is once again betting on emotion - and that’s a start.