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:
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 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.
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.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.