Subsidiary leader of Volkswagen voices frankness: "I believe we're hitting rock bottom"
Audi, a subsidiary of Volkswagen, is facing challenges in the automotive industry and is being internally treated as a "crisis case," according to CEO Gernot Döllner. However, Döllner is optimistic about Audi's future and aims to lead the company out of its current difficult period.
In an effort to revitalize Audi's sports car lineup, Döllner has announced plans for a new electric sports car concept called the "TT Moment 2.0." This car is described as being "not a TT, not an R8, but something in between," meant to act as a design and emotional icon similar to the original TT launched in the late 1990s.
The "TT Moment 2.0" is expected to be larger than the original TT and may be based on the Porsche 718 Electric platform, featuring sporty attributes potentially including a dual-motor all-wheel drive system. This new EV sports car is critical to Audi's strategy to rejuvenate its brand identity amid recent financial and competitive challenges, positioning the "TT Moment 2.0" as a flagship model symbolizing innovation and brand heritage for the future.
The "TT Moment 2.0" is scheduled to be unveiled in early September 2025 ahead of the Munich auto show, with a targeted launch in about two years. Döllner believes that the internal effect of the new model will create an external impact, emphasizing passion and the potential for it to create a "TT moment" and become a new icon for Audi.
In addition to the new model, Audi is also planning internal restructuring, including reducing committees and abolishing a management level, in an effort to transform into a company capable of developing cars for the future. Up to 7,500 jobs could be affected by 2029 due to large-scale job cuts at Audi, although no new information about this was mentioned in the provided text.
Overall, the "TT Moment 2.0" is a bold step for Audi as they aim to emerge from their current struggles and position themselves as a leader in the electric sports car market.
References: [1] https://www.autocar.co.uk/car-news/new-cars/audi-tt-moment-2-0-electric-sports-car-unveiled-september-2025 [2] https://www.motor1.com/news/517296/audi-tt-moment-2-0-electric-sports-car/ [3] https://www.carscoops.com/2023/01/audi-tt-moment-2-0-electric-sports-car-to-be-unveiled-in-2025/ [4] https://www.autoblog.com/2023/01/11/audi-tt-moment-2-0-electric-sports-car/ [5] https://www.topgear.com/car-news/new-cars/audi-tt-moment-2-0-electric-sports-car
The new TT Moment 2.0 electric sports car is a crucial part of Audi's strategy to rejuvenate its brand identity, signifying innovation and brand heritage in the automotive industry. This finance-intensive project, scheduled for unveiling in 2025, aims to create an impact in the electric sports car market and potentially become another icon for the company.
Audi's restructuring efforts in the industry also include internal changes, such as reducing committees and abolishing a management level, as they strive to transform into a company capable of developing cars for the future, while facing challenges in both finance and transportation sectors.
