Audi Denies Killing Its Long-Awaited Sports Car

Audi lost a lot of glamour from its lineup when the TT and R8 were discontinued, but the Concept C revealed last year raised hopes of a flagship sports car once again returning to the brand with the four rings. Its innovative design and return to form for classy Audi interiors were praised, but the entire project may be canceled before a single car leaves the production line. It all links back to the uncertain future of another electric sports car under the Volkswagen Group’s umbrella: the Porsche 718 EV.

Audi Concept C’s Fate Linked to Porsche 718 EV

Within the VW Group, platforms and technical development are often shared between similar vehicles to reduce costs. The promised Porsche 718 Boxster/Cayman electric sports cars and Audi Concept C would have shared the same technical basis. But with the electric Porsches possibly being canceled, the Concept C’s chances of reaching showrooms have taken a big hit. Insiders told German publication Handelsblatt it could cost Audi a “nine-figure” sum to continue development of the platform alone, which is difficult to justify for a company already experiencing falling profits. 

However, Audi was quick to refute these rumors, with spokesperson Daniel Schuster telling Motor 1 that reports of the new sports car’s demise are nothing but speculation. He declined to comment any further on the matter, but there’s now some doubt over what will come of the Concept C.

It would be a shame if the Concept C didn’t reach customers. It may not have a V10 like the R8, but it boasts innovations like the brand’s first electrically retractable hardtop and Audi’s new “shy tech” approach, which aims to minimize distracting controls and interfaces for the driver.

Related: 5 Coolest Features Of Audi’s New Concept C

Audi Needs Another TT Moment

Like the TT in the 1990s and the R8 in the 2000s, Audi is in need of a truly captivating flagship to once again generate fresh interest in the brand. These models introduced a more emotional connection to the Audi brand, and while not everyone could afford an R8 or even a TT, buying any Audi also meant buying into that experience. The Concept C has the potential to do the same thing this decade. Moreover, the Concept C’s platform and innovations were expected to spill over to other models in the brand’s lineup, much like the Virtual Cockpit that first appeared in the third-generation TT.

While Porsche still has many other high-octane sports cars serving as image builders, Audi does not. The Concept C is especially crucial for Audi’s future, whether or not Porsche is involved in making it happen.

View the full article