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

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2 of 7 comments

Noelle on Jan 25, 2011

Very cool car. Audi never misses..

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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?

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