Dubai: These days Audi has a roll-call of muscular models that can bring on that burst of adrenalin rush. Think R8 and any of the RS- versions, and you do get the picture. They do have a presence.
Against that kind of competition, to hold its own does take an extra effort. Which is what the TT, the third generation of which was recently introduced into the local markets, does with some flair to spare. (In the UAE, it comes with a sticker price of Dh195,000 and plus.)
“The new TT plays a pivotal role in Audi’s brand profile — progressive, sporty and sophisticated,” said Jan-Hendrik Schmitt, Audi Middle East’s director of Sales. “It enthuses people with its design, thoroughbred sports-car driving and palpable high-tech.
“While in western Europe and the UK, the TT is one of their top-selling cars, in the Middle East our demand is more towards the SUV market due to the types of roads we have and the climate. “Nevertheless, we are anticipating a 100 per cent increase in sales of the TT with the introduction of the new model in our region.”
For the new TT — the first of which was brought out in 1998 and became an instant style icon — Audi has played around with the weight. It has been built using a “hybrid construction principle with an intelligent blend of steel and aluminum — we use the right amount of the right material in the right place,” said Schmitt.
“The floor assembly is made from steel ... that means its centre of gravity is 10-mm lower than on the predecessor model. The internal sills, the nodes of the A-post and the outer skin — including the side sections, roof, doors and lids — are made from aluminum.
“We have reduced the weight of the TT for the second time in a row. Having already saved up to 90 kilogram at the first model changeover in 2006, the unladen weight of the new undercuts that of its predecessor by as much as 30 kilograms.”
The TT has taken its place in quite a crowded line-up of new launches from Audi this year. The A6, S6 and RS6 have taken to the showroom floors, as did the new A7, S7 and RS7 earlier.
“And the all-new Q7 arrives at the end of the year ... all will contribute to our target of double-digit growth this year,” said Schmitt.
