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Audi TT On The Chopping Block

By Drew Dowdell

· 1,692 views

  • There may not be a next gen Audi TT, but something else could take its place.

Another car is potentially on the chopping block as consumers continue their push into SUVs and Crossovers.  Bram Schot, CEO of Audi, was asked by Autocar about the future of Audi TT. His words were grim for the lovers of 2-seater sports cars.

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“That’s a very good question. I think there’s a future for an [Audi] icon but I don’t know if it’s a TT. My heart bleeds when you ask that question!"

He added: “I’ve got some things cooking which could replace TT, though not necessarily directly.”

Rumor has it that a possible replacement could be a 4-door liftback car, but that it would not be called TT.  As recently as November, Audi was denying the 4-door TT variant, but if it takes a new name, that may leave the company enough wiggle room.

Audi has been reducing complexity in their lineup by reducing the number of variants and engine options. Schot blames part of the reasoning on having to finance electrification saying that Audi cannot afford to electrify and also be in every single segment.  

The potential demise of the TT follows the recent announcement that the Mercedes-Benz SLC will be entering retirement after the next model year. 

The Audi TT just received a facelift and will likely be on sale till at least 2022.

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    Grand Master

    G. David Felt

    Members

    I am surprised they can make money let alone keep it going with sales figures like this. Anyone know what other auto is built on the same platform that would allow it to have low production cost to keep on selling?

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    • Veteran

    Robert Hall

    Premium Subscriber
    (edited)
    17 minutes ago, dfelt said:

    I am surprised they can make money let alone keep it going with sales figures like this. Anyone know what other auto is built on the same platform that would allow it to have low production cost to keep on selling?

     

    The current TT is on MQB, along with countless other VWAG products.

    https://en.wikipedia.org/wiki/Volkswagen_Group_MQB_platform

    Edited by Robert Hall

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    • Thanks 1
    • Agree 1
    Mentor

    smk4565

    Members

    A 2 seat sports car on the chopping block so that manufacturers can make an 7th SUV instead, SHOCKER!!!

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    • Veteran

    Robert Hall

    Premium Subscriber
    3 minutes ago, smk4565 said:

    A 2 seat sports car on the chopping block so that manufacturers can make an 7th SUV instead, SHOCKER!!!

    The name will probably live on as a sports crossover coupe CUV...

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    • balthazar

    In Hibernation
    (edited)

    Platform may be shared, but that doesn't mean the car makes a profit. I doubt it does with those minuscule sales.
    No doubt the TT will get chopped, I think the 8/7 is not far behind... at least the a7.

    Edited by balthazar

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    Collaborator

    daves87rs

    Members

    Well, somebody important likes it enough.

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    • Grand Master

    Drew Dowdell

    Editor-in-Chief
    13 hours ago, balthazar said:

    Platform may be shared, but that doesn't mean the car makes a profit. I doubt it does with those minuscule sales.
    No doubt the TT will get chopped, I think the 8/7 is not far behind... at least the a7.

    I don't think the A8 will go away, it is used as the basis for the Bentley.  Also need to look at the vehicle globally. It does better in EU and China than it does here. 

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    • Newbie

    Potluck

    Members

    suvs are why we can't have nice things like roadsters anymore.

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    • Grand Master

    G. David Felt

    Members
    16 minutes ago, Potluck said:

    suvs are why we can't have nice things like roadsters anymore.

    Disagree, SUV's are not to blame. Consumers tastes are.

    Roadsters might be nice to look at but unless they are profitable, hard to justify for the bulk of society to own and use.

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    • Grand Master

    Drew Dowdell

    Editor-in-Chief

    You're both kinda saying the same thing from different perspectives.  It is the homogeneity of SUVs (the car for everyone) that makes roadsters less profitable and more likely to be cut from lineups.  

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    balthazar

    In Hibernation
    1 hour ago, Drew Dowdell said:

    I don't think the A8 will go away, it is used as the basis for the Bentley.  Also need to look at the vehicle globally. It does better in EU and China than it does here. 

    Right; but they have to ship it, certify/crash test it, market-comply it, distribute it, stock parts for it, advertise for it.
     

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    • Grand Master

    G. David Felt

    Members
    3 minutes ago, balthazar said:

    Right; but they have to ship it, certify/crash test it, market-comply it, distribute it, stock parts for it, advertise for it.
     

    Agree, me think the profits are Vaporware here in the US at least!

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    • Newbie

    Frisky Dingo

    New Member
    19 hours ago, balthazar said:

    Platform may be shared, but that doesn't mean the car makes a profit. I doubt it does with those minuscule sales.
    No doubt the TT will get chopped, I think the 8/7 is not far behind... at least the a7.

     

    The A7 and A8 aren't going anywhere. They are actually expanding the range of both models. 

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    • balthazar

    In Hibernation

    They can make each car have a dozen variants under the same model name, but people actually have to BUY them. Feb A8 sales were 242 cars, A7 was 474. 2 'models' = 700 units. Yikes.

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    • Grand Master

    Drew Dowdell

    Editor-in-Chief
    On 3/12/2019 at 9:01 PM, balthazar said:

    They can make each car have a dozen variants under the same model name, but people actually have to BUY them. Feb A8 sales were 242 cars, A7 was 474. 2 'models' = 700 units. Yikes.

    Audi is like Buick. Sells better in China. 

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    • Newbie

    frogger

    Members

    Yeah Audi sold almost 1.5 million vehicles combined in China and Europe, ~225,000 in USA.

     

     

     

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    • balthazar

    In Hibernation
    18 minutes ago, Drew Dowdell said:

    Audi is like Buick. Sells better in China. 

    Does audi build the A7 / A8s in the US or are they all imported?
    There has to be a considerable bottom (money) line when importing vs. building them in the market they are sold in.
     

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    • Grand Master

    Drew Dowdell

    Editor-in-Chief
    44 minutes ago, balthazar said:

    Does audi build the A7 / A8s in the US or are they all imported?
    There has to be a considerable bottom (money) line when importing vs. building them in the market they are sold in.
     

    They're both built in Germany. I don't think they build them in China yet.

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