What's Wrong With This Picture: Audi's First EV Edition

by Edward Niedermeyer

Published: January 25th, 2011

what s wrong with this picture audi s first ev edition

Typically when an automaker launches its first EV, the standard procedure is to spend a lot of time talking about how this car will change the world. Not so with Audi. Having created an “e-tron” EV concept version of its Auto Union Type C pedal car, Audi is backing up its modest EV ambitions with some tough talk from CEO Rupert Stadler aimed at putting EVs in their proper place. Stadler tells Automotive News [sub] that

We are still in the early phase with the electric vehicle, in terms of commercialization and whether the cars will be sold or leased, or will just be a collector’s car. First of all we have to industrialize the lithium-ion-battery. This is happening with the hybrid cars which now have the role of a bridge technology. We should not overplay euphoria for electric vehicles. Our industry is in the middle of a system change and we still have a lot of challenges to solve.

And, just as its CEO admits, Audi still has real issues with the commercialization of EVs: for one thing, even its e-tron kiddy car is still a one-off modification of its €9,700 pedal-powered Type C racer. Audi currently has no plans to commercially produce the 1.5 HP, 25 km range EV sportster. Perhaps its too early to say for certain that Audi will be able to knock Tesla off its solitary spot atop the EV sportscar world.

#3WTP #Branding #EV #Marketing

Edward Niedermeyer

More by Edward Niedermeyer

Comments

Join the conversation

2 of 7 comments

Noelle on Jan 25, 2011

Very cool car. Audi never misses..

Like Reply
PeriSoft on Jan 25, 2011

I'm awed by the technology and skill of those who built the Auto Union and Mercedes GP cars of that era, but it would still make me feel funny to have my kid drive a pedal car modeled on a vehicle whose design was funded by Hitler... Also, did I just Godwin the thread? Is there an exception for times when Nazis are actually involved?

Like Reply

Recent Comments

Redapple2 I gave up on Honda. My 09 Accord Vs my 03. The 09s- V 6 had a slight shudder when deactivating cylinders. And the 09 did not have the 03 's electro luminescent gages. And the 09 had the most uncomfortable seats. My brother bought his 3rd and last Honda CRV. Brutal seats after 25 minutes. NOW, We are forever Toyota, Lexus, Subaru people now despite HAVING ACCESS TO gm EMPLOYEE DISCOUNT. Despite having access to the gm employee discount. Man, that is a massive statement. Wow that s bad - Under no circumstances will I have that govna crap.
Redapple2 Front tag obscured. Rear tag - clear and sharp. Huh?
Redapple2 I can state what NOT to buy. HK. High theft. Insurance. Unrefined NVH. Rapidly degrading interiors. HK? No way !
Luke42 Serious answer:Now that I DD an EV, buying an EV to replace my wife’s Honda Civic is in the queue. My wife likes her Honda, she likes Apple CarPlay, and she can’t stand Elon Musk - so Tesla starts the competition with two demerit-points and Honda starts the competition with one merit-point.The Honda Prologue looked like a great candidate until Honda announced that the partnership with GM was a one-off thing and that their future EVs would be designed in-house.Now I’m more inclined toward the Blazer EV, the vehicle on which the Prologue is based. The Blazer EV and the Ultium platform won’t be orphaned by GM any time soon. But then I have to convince my wife she would like it better than her Honda Civic, and that’s a heavy lift because she doesn’t have any reason to be dissatisfied with her current car (I take care of all of the ICE-hassles for her).Since my wife’s Honda Civic is holding up well, since she likes the car, and since I take care of most of the drawbacks of drawbacks of ICE ownership for her, there’s no urgency to replace this vehicle.Honestly, if a paid-off Honda Civic is my wife’s automotive hill to die on, that’s a pretty good place to be - even though I personally have to continue dealing the hassles and expenses of ICE ownership on her behalf.My plan is simply to wait-and-see what Honda does next. Maybe they’ll introduce the perfect EV for her one day, and I’ll just go buy it.
2ACL I have a soft spot for high-performance, shark-nosed Lancers (I considered the less-potent Ralliart during the period in which I eventually selected my first TL SH-AWD), but it's can be challenging to find a specimen that doesn't exhibit signs of abuse, and while most of the components are sufficiently universal in their function to service without manufacturer support, the SST isn't one of them. The shops that specialize in it are familiar with the failure as described by the seller and thus might be able to fix this one at a substantial savings to replacement. There's only a handful of them in the nation, however. A salvaged unit is another option, but the usual risks are magnified by similar logistical challenges to trying to save the original.I hope this is a case of the seller overvaluing the Evo market rather than still owing or having put the mods on credit. Because the best offer won't be anywhere near the current listing.