With the retirement of the iconic Audi TT last year, Audi is now in an intense concept phase for its electric successor. According to Autocar, Audi’s spokesperson for technical development, Daniel Schuster, told them that the company is taking a blank sheet of paper approach to developing the new electric car. This means they are exploring various possibilities and experimenting with different silhouettes and soundtracks to determine the perfect replacement for the beloved TT.
The development of the new electric car is expected to take place “within the next five to ten years,” giving Audi until at least 2029 to perfect its design and technology. Schuster emphasized that their goal is not just to produce an electric version of the Audi TT but to create a new and distinct icon for the brand. He stated, “It’s not just about looking at what we have now and saying ‘it’d be cool to make it electric.’ It’s really about what would be a great addition to the range.” Schuster also mentioned that the new car will have a different name but will occupy a similar position in the brand’s range.
This commitment to innovation and differentiation can also be seen in Audi’s desire to maintain the distinction between regular and performance-oriented cars. Schuster added that there has to be an “icon on top” and the new model will fulfill that role. Rolf Michl, Audi Sport’s managing director, also acknowledged the challenging task ahead, stating that developing the successor to the TT is a “huge job” because the company doesn’t want to lose its existing customers.
The retirement of the TT may have left a void in Audi’s lineup, but their intense concept phase for its electric successor shows their dedication to delivering the best to their customers. With its commitment to innovation, differentiation, and sustainability, Audi is setting a high standard for the future of the automotive industry. We can only wait with anticipation to see what the company has in store for us with the new electric icon.
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