Audi to Unveil TT-Inspired Electric Sports Car at IAA Mobility Show

After enduring consecutive years of declining global sales, Audi is preparing for a major comeback. Under the leadership of CEO Gernot Döllner, the German luxury brand has laid out a clear vision for revitalization—one driven by new models, a revamped design philosophy, and a bold electric concept car that aims to echo the success of the legendary TT.

As Audi looks to regain its footing in an increasingly competitive luxury car market, the coming months will be crucial. With rivals BMW and Mercedes-Benz pulling ahead, Audi is betting big on innovation, emotion, and a return to form.

Key Takeaways:

• Audi’s global sales dropped 11.8% in 2024, with a further 5.9% decline in H1 2025
• CEO Gernot Döllner promises a new era, starting with a groundbreaking EV concept
• The new model, dubbed the “TT Moment 2.0,” aims to redefine Audi’s design identity
• A production version of the concept is expected within two years
• Audi is delaying its EV-only transition from 2032 to the mid-2030s
• The new concept will debut at the IAA Mobility Show in Munich this September

A Moment of Reckoning for Audi

Gernot Döllner did not mince words in a recent interview with German outlet Bild, admitting that Audi must act decisively to reverse its fortunes. “I don’t want to beat around the bush, we need to get back on track now,” he stated. With Audi’s global deliveries down nearly 6% in the first half of 2025 and over 11% last year, Döllner acknowledged that the company is at its lowest point—but also believes the turnaround has begun.

The timing coincides with an aggressive rollout of updated models such as the Q3, Q5, A5, and A6. Yet, the most significant symbol of Audi’s new direction is still to come: a concept car that Döllner calls the “TT Moment 2.0.”

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The “TT Moment 2.0”: An Emotional EV Reinvention

Rather than a direct successor to the TT or the now-discontinued R8, the new concept is described as “something in between”—a fully electric, highly emotional sports car. Slated for its world premiere at the IAA Mobility Show in Munich this September, the vehicle is seen as a flagship for the next chapter of Audi.

Internally, Audi refers to this upcoming model as an “identity builder”—a fresh embodiment of the brand’s vision, infused with new design language, cutting-edge technology, and refined hardware. If successful, the concept could have an impact similar to that of the original TT in the late ’90s, which became a design icon and helped Audi cement its premium image.

While the car will launch as a concept, a production version is already in the pipeline and could arrive within two years.

Not a Farewell to Combustion—Yet

Despite the EV focus, Audi is not turning its back on internal combustion. The brand has quietly shifted its full-electric transition target from 2032 to sometime beyond the middle of the next decade. This delay signals a more cautious approach to electrification amid evolving global market conditions.

Audi’s diversified strategy will allow it to balance both EV innovation and ICE model updates, positioning the company to respond more flexibly to changing consumer demands.

Audi Faces Internal and External Criticism

Audi’s challenges are not just external. Internally, key figures have acknowledged that product quality and innovation have lagged in recent years. Oscar da Silva Martins, Head of Product and Technology Communications, recently admitted that Audi’s quality has slipped: “We have certainly been better in terms of quality in the past, but we will get there again.”

A Volkswagen Group board member went further, calling Audi “our crisis case” and labeling its current offerings as “okay – average.” Such candid admissions highlight the urgency and scale of the transformation Audi is undertaking.

A Dual Identity Strategy in China

Adding another layer of complexity, Audi now operates alongside a separate Chinese EV sub-brand confusingly named AUDI (in all caps). These models, such as the E5 Sportback, are produced and sold exclusively in China and bear no connection to the traditional Four Rings. Instead, they carry a bold “AUDI” script, reflecting a parallel product strategy for the Chinese market.

This bifurcated approach underscores the brand’s ambition to compete on multiple fronts while maintaining distinct regional strategies.

Looking Ahead with Cautious Optimism

The unveiling of Audi’s new concept in September will be a key moment—not just for product fans, but for the brand’s overall trajectory. If the “TT Moment 2.0” delivers on its promise, it could spark a wider brand rejuvenation and help Audi close the gap with its German rivals.

CEO Döllner appears confident: “I have a gut feeling that we are on the verge of such a TT moment.” For Audi, the coming months may very well mark the start of a long-awaited resurgence.

Audi’s Upcoming TT-Inspired Concept Car — At a Glance

A Brand Ready to Reclaim Its Identity

Audi’s upcoming electric concept is more than just a design study—it’s a statement of intent. In an era where legacy automakers must evolve or fade, the “TT Moment 2.0” symbolizes Audi’s determination to lead through innovation, style, and performance. Whether this marks a true turning point remains to be seen, but the direction is clear: Audi is not content being average.