Lasts, and Firsts: Audi TT Quantum Grey Edition Is All About Promoting Online Sales
With Audi’s TT slated to be replaced, eventually, by an all-electric model that doesn’t skimp on the performance thrills, the vehicle needs a send-off special edition. Starting June 5th, such a model will be available. However, the vehicle appears to be more of a way for Audi to test an online-only shopping model than a celebration of the outgoing TT.
Limited to 99 examples, the Audi TT Quantum Gray Edition will be sold exclusively in German using the company’s “initial pilot project for online direct sales.”
Rated at 241 horsepower, the Quantum Gray utilizes Audi’s 2.0-liter “45 TFSI quattro S tronic” package. This setup incorporates all-wheel drive and the S tronic dual-clutch transmission already found in the A3 and TT Coupé.
And yet the limited edition’s pricing is more reflective of the 395-hp TT RS at 62,305 euros ($69,547 USD). Without the RS model’s 2.5-liter turbo five-cylinder, it’s unclear what the draw will be for prospective Audi shoppers beyond the claimed benefits of shopping online and the Quantum Gray’s limited availability.
While the manufacturer has promised some special equipment, such as an “express red interior design package” and partial matting of the TT clear coat on the exterior, most of its announcement was devoted to the promotion of online sales.
“Buyers can have the car delivered at the time and place of their choosing within Germany,” Audi said. “They can also have the vehicle registered beforehand with their desired license plate and inquire online about leasing or financing with no obligation. Audi Live Consultation is also being piloted with the special edition model. With a simple click, the customer is connected with a customer consultant, who uses augmented reality goggles to transmit live images to the customer from inside the vehicle.”
The manufacturer contends that dealerships will remain an integral part of the brand’s success, adding that e-commerce will become a part of all model sales after April 2020.
“This much is clear: Online sales is just one pillar of future sales. Bricks-and-mortar retailing continues to be a strong and reliable partner for us even in times of digitalization,” explained Martin Sander, Audi’s Vice President Global Marketing and Sales. “Together with the Audi dealerships, the company plans to market an increasing number of selected models online via an e-commerce shop beginning in early 2020.”
The fact that Audi’s TT Quantum Gray Edition is unlikely to ever make it stateside is fine with us — there are few reasons to pick it over the base variant or TTS trim, none of which would have anything to do with value.
[Images: Audi]
A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.
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Electric car... online sales... someone is following Tesla's lead...
VW has done something similar to this before. I believe there were several special colors for the Beetle and/or Golf that were only available via online ordering. Delivery was thru your local dealership where this TT deal appears to be more of home delivery with everything else prearranged.