Unlike the competitor from Munich, Audi does not leave two electric vehicles to take a break for a few years. The Audi e-tron was just the start of a long-term e-offensive that made the Munich competitor look old in this field. Audi's long-term e-strategy is turning into a credible and serious pan to swim with the flow.
It is certainly not easy to suddenly have to usher in the electrical age in a combustion company with excellent engines. For every employee, this means sometimes painful rethinking, especially since there is a risk of downsizing in the area of diesel and petrol engine production. The transition to electric mobility is a gigantic balancing act, because on the one hand the combustion engines have to be praised and sold, on the other hand the e-models have to be pushed into the communicative awareness not only of the customers (!).
Advance through e-technology
The corporate announcement by VW CEO Herbert Diess to rely primarily or solely on electromobility is not only associated with high risks, but of course also involves all brands of the Volkswagen group in this strategy. Audi impressively relies on a gentle, nonetheless
consistent transition from plug-in hybrids to battery vehicles. The Audi e-vehicles should be so emotionally charged as a design spearhead that the Audi community can continue to be enthusiastic about the design, driving performance and cockpit digitization. The “advantage through technology” is supposed to become an advantage through e-technology.
Nobody knows how successfully e-mobility can be rolled out in the world's markets. There are many imponderables. What is certain is that Audi will continue to sell combustion engines for a long time to come. Audi plans to invest just under 2023 billion euros in e-mobility by 14 and expects that by 2025 a third of Audi sales will be purely battery-powered electric vehicles. If this forecast goes wrong, it's not just Audi that has a problem. Audi plans to introduce 2025 “electrified” models by 30. Electrified does not mean battery-electric, but includes hybridization, i.e. electric drive in conjunction with a combustion engine.
Audi benefits from the platform strategy
The e-strategy now presented is based on four electrified corporate platforms. To a certain extent, Audi has a free hand in using battery technology from its sister brands. This saves costs and unnecessary double developments. However, typical Audi qualities in the drive, chassis and design should continue to be clearly worked out, so that the originality of the brand, its character and its image are preserved. The models now presented in Munich are - no question - real eye-catchers. Looking into the future is a nice experience, at least in terms of design.
The GT e-tron arouses emotions
What started with the e-tron SUV is to be continued in 2020 with the four-door Gran Tourismo e-tron GT. It is on the Porsche performance platform J1, which is currently causing a sensation in the Taycan. The battery-electric Audi GT e-tron should have 590 hp, travel 400 kilometers and have all the features of a super sports car. 3,5 seconds from a standstill to 100 km / h and 240 km / h top. As will be heard, Audi will add even more powerful top performers to the first GT. The high-voltage system, which is designed for 800 volts, is said to be able to “fill up” with 350 percent range in 20 minutes on a high-performance charging station with 80 kW. If we look at the photo of the GT, high design emotionality is undoubtedly one of the particularly outstanding features of this model.
Audi plans to launch the purely electric SUV Q2021 e-tron in 4. The basic version of the rear-wheel drive SUV (optional quattro drive) is said to deliver 306 hp. All in all
Electromobility is now gaining momentum at Audi and it will not be long before all models are powered somehow. During the first test drives with the plug-in hybrids around Munich (including the A7 Sportback and A8 TFSI e), we found that "electrified" driving demands no waiver or that range worries the driver because an internal combustion engine also provides propulsion is ready. Conclusion: The smooth transition into the e-age could certainly succeed at Audi.