Audi's Hopes And Dreams Rest On New Concept Car
Audi is getting worked up for what it believes could be a defining moment in its history—at this year's IAA Mobility Show in Munich, the brand will unveil an all-new concept car that will act as an "identity builder" and kick off a new era of Audi design.
Key Points
- Audi will debut a bold new concept car at the IAA Mobility Show in Munich this September, previewing a production model set to arrive within two years.
- CEO Gernot Döllner says the concept is an “identity builder” and internally called a “TT Moment 2.0,” aiming to revitalize the brand amid declining sales.
- The car will be a highly emotional sports car, though Audi has not yet confirmed whether it will be powered by an internal combustion engine, EV, or hybrid system.
It's expected concept will preview a production model that should hit showrooms within two years— could this be a rebirth of the TT?
Speaking candidly to Germany’s Bild, CEO Gernot Döllner admitted Audi is “passing through the lowest point” in its recent history, citing weak sales figures lagging well behind rivals like BMW.
“I don't want to beat around the bush, we need to get back on track now,” he said, positioning the new concept as a crucial step in rejuvenating the brand. Things have been tough for Audi since going all-in on electric vehicles— the automaker has changed its nomenclature structure twice, and walked back most of its EV ambitions as it watched sales evaporate and consumers turn their back on the brand.
Sales fell 11.8 percent last year to 1.67 million units, and shipments through the first half of 2025 dropped another 5.9 percent to 783,000 vehicles compared to the same period in 2024.
The executive also emphasized that the company’s EV transition—originally set for 2032—has been pushed back to at least the middle of the next decade to maintain internal combustion options for longer.
Döllner’s frank comments follow internal criticism of Audi’s recent performance. A Volkswagen Group board member reportedly referred to Audi as “our crisis case,” saying the brand’s products were “only okay—average.”
Oscar da Silva Martins, Head of Product and Technology Communications, acknowledged earlier this year that Audi’s quality standards had slipped but pledged improvements: “We have certainly been better in terms of quality in the past, but we will get there again.”
Internally, the project is reportedly referred to as “TT Moment 2.0,” a nod to the original 1995 TT that became an instant icon and went on to sell more than 660,000 units globally across three generations.
While Audi is keeping most details under wraps, the concept will not be a direct TT successor but instead a "highly emotional sports car." Whether it will be powered by internal combustion, electric motors, or a hybrid system remains unconfirmed.
The unveiling will take place at the IAA Mobility Show in Munich from September 9–14.
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An experienced automotive storyteller and accomplished photographer known for engaging and insightful content. Michael also brings a wealth of technical knowledge—he was part of the Ford GT program at Multimatic, oversaw a fleet of Audi TCR race cars, ziptied Lamborghini Super Trofeo cars back together, been over the wall during the Rolex 24, and worked in the intense world of IndyCar.
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