The fate of Audi’s landmark TT sports car model had been put into question recently. Now the car maker from Ingolstadt responds to the hearsay – with a vengeance!
‘Mediocrity reacts – superiority acts’ is the introductory statement of the press release Audi have published to announce their TT-branded concept car, to be unveiled at the Geneva Motor Show next month.
The Ingolstadt brand’s TT model, whose first iteration stunned the automotive world back in 1998 with its bold Bauhaus-inspired looks, has become something of a marginal note in recent years, with many commentators suggesting time was up for a model line that has lost impact with each successive generation and is, above all else, part of an automotive niche that’s falling into oblivion anyway: the sports car.
“The past is set in stone, but the future we can shape. Which is why TT evolves. Its qualities and capabilities are squared. For that reason, TT becomes TT-TT.”
The exact specification of this new TT-TT concept car remains unclear for the time being, but Audi’s press release also includes a moody sketch that seems to suggest this new iteration will turn into the erstwhile sports car into a crossover of some kind.
Some further insight regarding the nature of TT-TT comes courtesy of a few quotes by Audi’s head of Brand Advancing Design, Archibald von Hodenberg: “The TT is a rightfully much loved design. For that reason, we wanted to be respectful and not turn TT-TT into some kind of pastiche. Instead, we further evolved our successful recent form language of technical sharpness and combined it with traditional TT cues such as the rounded greenhouse. The combination of the two we call geometric macho.”
Said to combine the agility of the sports car with the attitude of the crossover, TT-TT is aiming for a “style conscious clientele that puts design ahead of usability. ” According to von Hodenberg, Audi’s rich heritage in this area was fully exploited: “No other car maker has as intimate a relation to Bauhaus as Audi does. This enabled us to be playful with it, rather than rigid. Bauhaus has never been as cool, as casual as in TT-TT’s case.”
It remains to be seen if this new attitude is enough to convince the car-buying public of the merits of a 2+2 seater performance car, albeit one of increased ride height. Furthermore, Audi are clearly intent on proving that the brand has ended an era of navel-gazing and stagnation. For these reasons, it would appear as though TT-TT has its work cut out.
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