Currently reading: Audi R8 and TT face axe as maker reviews line-up
Traditional sports cars face electric reinvention as part of a wide-ranging product strategy review
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2 mins read
4 August 2020

New Audi chairman Markus Duesmann has instigated a wide-ranging review of the firm’s future product strategy in a bid to increase the cost-cutting already put in place by his predecessor.

Duesmann, who took control at Ingolstadt after Bram Schot retired in April, has extended the measures bundled together in the so-called Audi Transformation Plan in a move that, Autocar has been told, “aims to provide an even more effective streamlining of operations and greater savings”.

A number of combustion-engined Audi models could be under threat as a result.

As part of efforts to reduce spending, Duesmann is claimed to have called into question the future of many traditional Audi models, including the TT and R8 – both of which might be relaunched as fully electric cars, according to a source close to the Audi chairman.

“Cars like the TT and R8 were reviewed as part of a general cost-cutting process in the past. However, they have now come under increased focus,” the source told Autocar.

Audi’s combustion-engined model platform strategy is also under review. Although Audi draws on the Volkswagen-developed MQB platform for its smaller models, the firm still bears the brunt of expenditure for the development of the MLB structure, which is used on the A4, A6, A8, Q5, Q7 and Q8.

One move that could lead to an even closer working relationship between Audi and fellow Volkswagen Group brand Porsche is a proposal that calls for the MLB platform to be “more systematically paired” with the MSB platform, which was developed by Porsche and is used by Porsche’s Panamera and the Bentley Continental GT.

Audi and Porsche have carried out a number of joint developments in recent years, including the V6 petrol engine that’s used throughout both of their line-ups.

They have also teamed up on the development of the PPE (Porsche Premium Electric) platform. This will be used first by an electric version of the second-generation Porsche Macan and then a battery-powered successor to the Q5.

Initiated by Schot in 2018, the Audi Transformation Plan is already claimed to have netted €4.4 billion (£4.0bn) in operational savings. In all, Audi is seeking savings of up to €15bn (£13.6bn) by the end of 2022 – €12bn (£10.9bn) of which is planned to be poured into the development of EVs.

Before Duesmann’s arrival, Audi said it planned to introduce “approximately 30 electric models by 2025”. Of these, 20 are expected to be fully electric, while the remaining 10 will be plug-in hybrid models.

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The second generation Audi R8

Audi sends its mid-engined flagship in search of supercar scalps, and largely succeeds - even if rivals like the Porsche 911 Turbo S provide greater driving thrills

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All up, Audi plans to invest €37bn (£33.5bn) in research and development and in plants and equipment up to 2025.

A significant amount of the savings made under the Audi Transformation Plan to date are centred around a strategy to streamline software development activities within the Volkswagen Group.

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Comments
7

4 August 2020

 If this Country, the UK, are going for a ban on ICE Cars by 2035 ,and no doubt Europe have plans to also, turning the bread butter cars Ev now is the natural progression it seems is inevitable then?, whether it had in this time frame is the question.

4 August 2020

The TT would be an easy conversion to an EV. It has huge amounts of (currently unused) internal space as a result of putting a 'sports' body on a Golf chassis. Never understood why it wasn't incorporated into more Boot space.

4 August 2020

Lets hope the TT gets re-invented as a 5 door SUV coupe, as that's what we all want. (apparently).

4 August 2020

I think these are two of the best cars made by Audi. EV is the future for sure, but both of these cars will be future classics. I have a 66 reg TTRS cabrio and it has to be the best performance car on the market for under £65k....although the Cayman / Boxter GTS are certainly worth a shout.

4 August 2020

I think these are two of the best cars made by Audi. EV is the future for sure, but both of these cars will be future classics. I have a 66 reg TTRS cabrio and it has to be the best performance car on the market for under £65k....although the Cayman / Boxter GTS are certainly worth a shout.

4 August 2020
a few weeks ago..?
Good to get confirmation the TTRS is as good as B Fallon states. Saw one the other day, looked great and sounded teriffic.
And what value!

4 August 2020

JLR luxury is where it is at, Audi needs to set its sights on budge SUVs for the masses and electrification. 

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