Audi's TT Moment 2.0 & Why Enthusiasts Should Pay Attention

Audi is signaling a reset—and it starts with emotion. In Episode 10 of All-Wheel Driven, host Joe Kucinski is joined by Audi Club North America Executive Director Chris May to unpack what CEO Gernot Döllner calls Audi’s need for a “TT Moment 2.0”—a design-led turning point akin to the original TT’s brand-defining impact in the late ’90s.

With a bold new concept car set to debut at IAA Mobility Munich in September, designed under new Audi Head of Design Massimo Frascella and rumored to ride on the Porsche-engineered SSP Sport platform, this could be the emotional, performance-forward revival enthusiasts have been waiting for.But that’s just the start.This episode dives into:

• The next-generation TT concept and what it means for Audi’s future

• How Audi is recalibrating EV rollouts amid slower U.S. adoption

• Rumors of U.S. production and the potential for more enthusiast-focused models

• The brand’s broader strategic shift: from minimalist design to hybrid investment and global market realignment

• What the community’s saying about Audi’s dramatic product refresh—and why it might pay to wait and see

📌 Don’t miss this deep dive into Audi’s most pivotal crossroads since the original TT.

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