Why was the Audi TTRS discontinued?
2 Answers
Below are the reasons related to the discontinuation of the Audi TTRS: 1. Poor sales: The sales of the Audi TT began to show signs of decline many years ago. To gauge market enthusiasm, Audi even showcased a five-door coupe version and a crossover version a few years ago, but the response was not favorable. As a result, these two models were never mass-produced. 2. High R&D costs: As a sports car, the research and development costs of the Audi TT are naturally higher than those of ordinary family cars. Despite such high investment, the Audi TT failed to achieve the expected sales. Consequently, the R&D costs had to be shared across other models. For instance, the sustained development of Porsche's sports cars can largely be attributed to models like the Cayenne and Panamera. 3. Impact of environmental factors: Firstly, the Volkswagen Group was affected by the emissions scandal, incurring economic costs totaling over 230 billion RMB due to the incident. This likely led to significant budget cuts within the group, leaving it unable to afford the budget for developing the next-generation model. Additionally, with the outbreak of the COVID-19 pandemic in 2020, the global automotive market slumped, dealing a heavy blow to the Volkswagen Group. Under such circumstances, discontinuing the Audi TT became a logical decision.
The Audi TT RS has been discontinued, and I'd like to talk about it. The main reason is the significant changes in the market—nowadays, everyone prefers SUVs or electric vehicles, like the popular Audi e-tron models, while demand for traditional sports cars has dropped sharply. I remember the TT RS, as a high-performance car, never had high sales, and the manufacturer decided to stop production due to thin profit margins. Additionally, stricter environmental regulations make it harder for those high-displacement engines to meet standards, pushing Audi to transition. It’s quite nostalgic thinking about its driving thrill, but now even the entire TT series is gradually exiting the stage—it’s the trend of the times. Still, I hope they’ll introduce an electric version to make up for it in the future.
