Audi is working hard on a diversified electric future. Read here how. In addition the Audi R8 e-tron has been confirmed for 2012.
We had a chance to sit down with Frank van Meel, director of electrification strategy at Audi, to talk about the automaker’s electric plans. He explained to us that e-tron will be Audi’s specific branding for electric cars, similar to the way that TDI is used to brand diesel-powered products. Furthermore, e-tron vehicles will be propelled solely by electric motors, whether a pure electric vehicle or one with a range-extending gasoline generator like in the A1 e-tron concept. Van Meel went on to tell us that the e-tron brand will debut in 2012 with a version of the high-end, R8-like e-tron sports car seen in concept form at the most recent Frankfurt auto show. From a strategy standpoint, he explains that Audi wants to take a top-down approach to electric vehicles.
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Let’s hope this will lead to electric cars being priced more realistically – at the moment there’s no financial incentive for us consumers to let go of petrol engines.
You are right, it’s currently targeting the early adopters with the necessary cash. However this is how all technology starts and it’s just a matter of time.
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