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Audi e-tron concept - Click above for high-res image gallery

Audi, just like all other automakers in the world, is concerned with its environmental performance. But don't expect the four-ringed company to follow fellow German automaker BMW down the path of overt green branding. According to Audi head Rupert Stadler:
We will stick to our Vorsprung Durch Technik (advancement through technology) philosophy, not have a catch-all marketing claim such as Efficient Dynamics. We're convinced in Vorsprung Durch Technik, we're a dynamic, sporty brand but not necessarily positioned as a green brand. That will come about as a matter of course.
This doesn't mean that Audi won't continue to work on environmentally friendly automotive technology, of course, but it will not necessarily create a brand strategy that revolves around its green efforts. Says Sadler:
We want to take out weight and want to further diesel and FSI technology. We can still improve fuel consumption. But we will not position Audi as a green car brand - we will fulfil regulations - but we are also an emotional brand.
To that end, Stadler suggests that the e-tron electric sportscar will go into limited production by 2012 and that the company is investigating powering rear axles with electric motors as part of a Quattro hybrid powertrain.



[Source: Autocar]


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    • 1 Second Ago
  • 9 Comments
      • 1 Month Ago
      The title of this post is missing the word 'not'...
      • 1 Month Ago
      no you're an idiot brand. amazing they can be so obtuse for so many years.
      just make a series electric hybrid already. all your cars. it's better than a stupid gearbox and clutch any day. and add a bit of battery and you're on your way. jackasses
      • 1 Month Ago
      No, no your not a green brand. You prey on peoples insecurities instead. GM did that.

      How about a attractive small EV like the new Honda CRX. Audi could not do that it might just catch on then there repair and maintenance revenue streams would dry up.

      Emotional brand? That means my private parts will be bigger if I buy your car, thanks Audi.
      • 1 Month Ago
      Audi, was machs du?

      "Stadler suggests that the e-tron electric sportscar will go into limited production by 2012 and that the company is investigating powering rear axles with electric motors as part of a Quattro hybrid powertrain."

      gimmick, gimmick gimmick

      another hydrogen turd.


        • 1 Month Ago
        The e-tron has nothing to do with hydrogen. Why the hate for a pure BEV from a major automaker?
      • 1 Month Ago
      More smoke and mirrors from the diesel loving Germans (no offense to Germans, just their automakers).
      • 1 Month Ago
      What ever happened to "Never Follow" Audi?
      • 1 Month Ago
      Recently VW critized Audi for lagging Mercedes and BMW in latest technologies since both offer hybrids already and a few other new features.
      Now they say they are not a green brand but a more emotional brand (which is probably also reaction to recent criticism for being late with an A8 hybrid by 2012).

      But I disagree that those are mutually exclusive. Audi wants to expand in the US by offering a full range and I guess they were betting on 1 horse only so far (diesel) but recognize late that won't work in the US. Sure hybrid sales aren't huge but it's important for the image of the entire brand.

      • 1 Month Ago
      They could, at a cost of merely $130 per car (OK, around €90), add full flex fuel capability to all their models, freeing their customers from being unnecessarily locked in to petroleum fuel, and opening up the option of using biofuels instead.