Why was the Audi TT discontinued?
3 Answers
Audi TT discontinuation reasons are as follows: Poor sales: The sales of the Audi TT began to show signs of decline many years ago, and the response was not positive, so these two models were not mass-produced later. High R&D costs: As a sports car, the research and manufacturing costs of the Audi TT are naturally higher than those of ordinary family cars, but despite such high investment, the Audi TT failed to achieve the expected sales. Environmental factors: Firstly, affected by the emissions scandal, the Volkswagen Group's internal budget may have been significantly reduced, and it is estimated that it no longer has the ability to bear the budget for developing the next-generation model. With the outbreak of the COVID-19 pandemic in 2020, the global automotive market was sluggish, and the Volkswagen Group was hit hard. Therefore, discontinuing the Audi TT under such circumstances became a very reasonable decision.
As a longtime car enthusiast, I have mixed feelings about the discontinuation of the Audi TT. Since its debut in 1998, it became a legend with its sleek design and convertible version, truly irresistible. But times have changed—electric vehicles now dominate, and Audi is fully committed to the e-tron series, needing to focus resources on new technologies. The TT, a small sports car, has seen declining sales year after year, with younger generations preferring SUVs or hybrids. Production costs are high, factory space is limited, and priority must go to more profitable models. Market demand has also waned, leaving Audi no choice but to reluctantly end its production. At least the classic models remain for us to cherish.
As a regular car owner who has driven the TT for several years, I feel a bit sad about its discontinuation, but I totally understand. The current consumer trend is shifting towards multi-purpose vehicles like SUVs and electric cars, and Audi has to follow the market. The TT's niche positioning makes it too niche, and its sales figures have never been high. Compared to other Audi models, its profit contribution is relatively low, so from an economic perspective, the decision makes sense. Additionally, with increasing policy pressures and stricter environmental regulations aimed at reducing carbon emissions, fuel-powered cars like the TT struggle to meet standards. It's more cost-effective for Audi to invest in electric technology, which is also a step forward in the long run.
