Marketing run-up
The marketing campaign for the TT was started early on. At the end of 1996, German customers already received a leaflet with photos of the concept cars with the theme ‘experience how an idea becomes reality’. In mid-1997, moccasin-style key rings were sent in Germany under the motto of already having a piece of the TT. And at the end of 1997, diaries for 1998 were given as gifts, with the theme of the TT, of course. All to keep the public warm until the actual launch.
Start production
Production of the TT took place in two locations. The bodywork was built and painted in Ingolstadt Germany. From there, ~200 half-finished TTs went on the train for a 600km and 12-hour journey to Györ in Hungary. Here the construction of the TT was completed in 65 steps with the installation of the interior but also the ‘Hochzeit’ where the engine is assembled. Györ is the location where the Audi A3 was also built and where Audi has its engine factory. After the final inspection of the TT, it was put back on the train to Ingolstadt to enter the logistics process for delivery. The first one off the line was a Brillantschwarz example. A total of 269,498 units were produced for the TT.
The Audi TT 8N Coupé ready for the market
October 1998 - Introduction Coupé at the Mondial de l'Automobile and in the showroom
At the Mondial de l'Automobile in Paris in October 1998, the TT Coupé was shown to the public and dominated the Audi stand that year's motto was Audi pur. There were 3 examples on the show floor:
- Brillantschwarz (180 pk quattro)
- Denimblau-Perleffekt (180 pk)
- Silbersee/Lichtsilber-Metallic (225 pk quattro)
After the press, trade fair and sales intros, it is time to introduce the TT Coupé at dealerships. 30 October was the intro at German dealers and in the Netherlands 2 weeks later on 13 November. At which, of course, the order books were also opened. At launch, the list of what to order was simple. The 180 hp front-wheel drive or the 225 hp quattro. The colour Silbersee, Brillantschwarz or Denimblue and counting in 2 hands options like rims, radios, xenon and the no extra cost upgrade to valcona leather seats. These days, for an Audi, a rather manageable list of options.
January 1999 - North American launch in Detroit
3 months after Paris, it was the North American market's turn. Under the slogan 100% Audi, the TT was presented. Hanging in the air were Silbersee/Lichtsilber-Metallic TT's on a steep wall construction to depict a 1930s racetrack. Even then, we were convinced that the TT was going to be a classic.
The TT 8N Roadster's turn
Five months after the Coupé version, it was the TT 8N Roadster's turn to be presented to the public in its production version.
March 1999 - Introduction at the Geneva International Motor Show
At the Geneva International Motor Show, in addition to the Coupé, the already expected Roadster was on display in the production version in 2 versions. A Silbersee metallic version with black leather upholstery and, of course, a version in Nimbusgrau-Perleffekt with the typical moccasin leather interior.
Production trivia
In the run-up and at market launch, there were several events and challenges to overcome. And finally a nice number came off the production line at the factory in Györ. Click on the various buttons for more background information from this period.
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All information has been collected and checked to the best of our knowledge. Should there anything is missing, incorrect or out of order, please let us know.
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