Audi Dismisses Speculation Regarding Sports Car Discontinuation
Audi is actively dispelling recent speculation that suggested the potential cancellation of its highly anticipated Concept C, a new performance electric vehicle. These rumors gained traction following reports that Porsche might discontinue its electric 718 models due to high development costs. Audi, however, assures that its electric sports car project remains a priority, reinforcing its commitment to a future-focused vehicle lineup, despite the current absence of models like the TT and R8.
The automotive industry has been abuzz with discussions about the future of Audi's sports car segment. The German brand, once renowned for iconic two-door vehicles such as the TT and R8, has seen these models phased out, leaving a noticeable gap. The introduction of the Concept C was met with excitement, offering a glimpse into Audi's vision for a captivating, high-performance electric vehicle. However, just half a year after its unveiling, whispers of its potential demise emerged, casting a shadow over Audi's ambitious plans.
Recent media coverage, particularly a report from Handelsblatt, raised concerns about the Concept C's viability. This report suggested a direct link between the Concept C's fate and that of Porsche's electric 718 Boxster and Cayman models. If Porsche were to abandon its electric sports car projects due to the substantial development expenses and engineering hurdles involved, it was implied that Audi's Concept C could face a similar fate. The core issue revolves around the shared electric platform strategy within the Volkswagen Group, which aims to leverage common architectures to reduce costs and accelerate development for niche vehicles like sports cars.
In response to these circulating rumors, Audi's spokesperson, Daniel Schuster, emphatically dismissed the reports as mere speculation, declining to provide further details but reaffirming the company's commitment to the Concept C. Earlier statements from Audi confirmed that the Concept C is intended to be exclusively electric, with no plans for a combustion-engine variant. This electric-only approach, coupled with a distinctive electrically retractable targa top as showcased in the concept, sets it apart from Porsche's strategy, which plans both electric Boxster and Cayman models.
The implication of Porsche potentially abandoning its electric 718 program would present a significant challenge for Audi. It would force the luxury automaker to either scrap the Concept C project entirely or independently acquire and develop the platform, a move estimated to incur substantial costs—reportedly a "nine-figure" sum. Such an investment for a low-volume electric sports car would be difficult to justify, highlighting the financial pressures and strategic dependencies within the Volkswagen Group.
Despite these challenges, the continued development of the Concept C is crucial for Audi. It serves not only as a halo car, attracting attention and interest to the brand, but also as a beacon for a new design philosophy and a renewed focus on premium interior quality. Canceling the project would undermine Audi's efforts to rejuvenate its brand image and elevate its position in the luxury automotive market after several years of what many perceive as a lack of distinctive offerings.
Currently, the production version of the Concept C is still anticipated to launch by the end of the upcoming year. Nevertheless, if Porsche does ultimately decide to cancel its electric 718 models, Audi might encounter unforeseen obstacles that could potentially delay the Concept C's market debut beyond 2027.