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Audi’s Fun Cars The TT And R8 Will Not Be Replaced Anytime Soon
Audi has discontinued its TT and R8 models, and the German brand does not plan to introduce replacements anytime soon.
Why? The sports car segment continues to shrink while SUV sales continue to rise even after decades of growth. Carsales magazine quotes Audi’s product planner in Australia, Peter Struaveke, as saying, among other things: “I think Audi is always looking at global trends in the segment. That’s why SUVs have been on the rise over the past so many years. At the moment, they’re still driving sales.”
He goes on to say that the Sportback derivatives of certain Q models have some sports car DNA. However, the sad reality is that these SUVs are mostly about styling changes to existing crossovers. Other models are missing from the lineup.
Because the new A5 will not have two-door models, Audi no longer sells coupes or convertibles. Audi wants to sell the Brussels, Belgium plant and kill off the Q8 E-Tron and its Sportback sibling due to poor sales
In China, Audi and SAIC recently teamed up to launch the confusingly named AUDI brand, with three models to be launched starting in 2025. If Audi does decide to bring back the TT one day, it won’t be a surprise if it’s just another crossover.
The high demand for SUVs isn’t the only reason fun cars have been left for other times. Audi Australia director Geoff Mannering notes that the company needs to be cautious about how it spends money on new products, given the challenging economic climate in 2024. He also cited the ongoing conflicts in the Middle East and Ukraine as contributing factors.
Audi is not doing particularly well. Sales fell by 10.9% in the first nine months of this year, and profit fell by 91% in the third quarter.
