What’s Next for Audi’s Sports Cars After the TT’s Farewell?
Audi’s TT was once the darling of the sports car world—sleek, playful, and surprisingly practical. But as the market shifted and demand for compact coupes waned, Audi quietly pulled the plug, leaving fans wondering if the brand’s sporty spirit would fade for good. Turns out, Audi’s not done yet. The Concept C, unveiled to much buzz, is gearing up to hit showrooms by 2027. But don’t expect a TT badge on the trunk.
Why Is Audi Ditching the TT Name for Its New Coupe?
Naming a new icon isn’t as easy as it sounds. According to Audi CEO Gernot Döllner, the Concept C project moved so quickly that the team never landed on a name. It’s not a TT successor, he insists, even though it fills a similar niche—think of it as sitting somewhere between the outgoing TT and the flagship R8. Döllner even joked that sometimes it’s easier to develop a car than to name it. The result? For now, it’s just Concept C, but don’t be surprised if the production version sports an entirely new moniker, possibly starting with an R.
How Does the Concept C’s Design Set a New Direction for Audi?
Audi’s design language is taking a sharp turn. The Concept C blends angular lines with subtle curves, signaling a bolder, more futuristic look for the brand. It’s a clear departure from the TT’s rounded, almost retro silhouette. The Concept C’s proportions and stance are more aggressive—wider, lower, and unmistakably modern. This isn’t just a show car, either. Döllner confirmed the concept is fully functional and street-legal, hinting that what you see is close to what you’ll get in 2027.
What’s Under the Skin: Is This Audi’s Answer to Porsche’s 718 EV?
Here’s where things get interesting. The Concept C shares its underpinnings with Porsche’s upcoming 718 EV, a project that’s still in development but running behind schedule. This collaboration means Audi’s new coupe will likely benefit from Porsche’s expertise in electric sports car dynamics—think sharp handling, instant torque, and a low center of gravity. It’s a smart move, considering how quickly the performance EV landscape is evolving. According to a 2023 report from BloombergNEF, global EV sales are expected to top 30 million by 2027, and sports cars are starting to carve out their own niche within that surge.
Will the Driving Experience Still Feel Engaging—Even Without an Engine?
Let’s face it: a big part of the sports car magic is the sound and feel of a revving engine and the satisfying click of a gearshift. Audi knows this, and they’re not leaving enthusiasts in the cold. The production version of the Concept C is set to feature a virtual gearbox—essentially, simulated gear changes that mimic the rhythm of a traditional manual or automatic transmission. Döllner claims it actually makes him faster on track, adding a layer of engagement that’s often missing in single-speed EVs.
But that’s not all. Audi is also working on simulated five-cylinder engine sounds, a nod to the legendary turbocharged engines of the brand’s past. With stricter emissions regulations (like Euro 7) spelling the end for the real thing, this digital homage is as close as fans will get to the iconic growl of the RS3’s powerplant. It’s a controversial move, sure, but one that’s gaining traction across the industry as automakers search for ways to keep driving fun in the electric age.
Could the R8 Make a Comeback, Too?
The R8’s future has been the subject of endless speculation. While Audi’s focus is squarely on bringing the Concept C to market, Döllner hasn’t ruled out a return for the R8—potentially built on Lamborghini’s new hybrid V8 twin-turbo platform. For now, though, Audi is prioritizing its core segments and rolling out the new design language across its lineup. Translation: Don’t expect an R8 revival until the Concept C has had its moment in the spotlight.
How Are Enthusiasts Reacting to Audi’s New Direction?
Change is always a tough sell, especially in the sports car world. Some purists are skeptical about virtual gearboxes and fake engine sounds, dismissing them as gimmicks. Others see them as clever solutions to a real problem: how to make EVs as emotionally engaging as their gas-powered predecessors. Early feedback from concept showings has been mixed, but there’s genuine curiosity about how these features will feel in the real world. After all, Porsche’s Taycan proved that electric sports cars can be thrilling—so why not Audi?
What Should Buyers Expect When the Production Model Arrives?
If Audi’s track record is anything to go by, expect a premium experience with cutting-edge tech and a focus on driver engagement. The Concept C’s production version will likely offer sharp handling, a striking design, and enough digital wizardry to keep even the most skeptical enthusiast entertained. Pricing hasn’t been announced, but given its positioning between the TT and R8, it’ll probably land in the $60,000–$90,000 range, depending on options and performance specs.
The big takeaway? Audi’s next sports car isn’t about perfection—it’s about smarter adjustments. Start with one change this week, and you’ll likely spot the difference by month’s end. Whether it’s a virtual gearbox or a bold new design, the future of driving fun might just be electric—and a little bit unexpected.