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Audi looking for Tesla-style, non-traditional way to sell EVs

As part of Audi's notable EV emphasis at the Los Angeles Auto Show last week, there was a bit of a secondary discussion on just how the automaker might get to the point where 25 percent of all of its sales would be electric vehicles. After all, no major automaker has figured out how to crack into the double-digit percentage of plug-in vehicle sales. The problem might be, as The New York Times noted recently, that traditional dealerships just don't know how to sell EVs. While no one at Audi was saying that the automaker is going to open up its own EV stores, like Tesla has, but two Audi of America executives were certainly warm to a different style of how an automaker can encourage EV sales. Filip Brabec, AoA's director of product management, said that Audi is at least considering making changes, including some sort of different dealership experience and perhaps a new kind of test drive. "The traditional automotive approach is not necessarily working," Brabec said. "A lot of it has to do with the complexity of the product and the complexity of the offer and it's difficult, I think, to bring that into a classical dealership and sort of treat is as another car and off we go. I think there needs to be some differences in how we go in the future." AoA president Scott Keogh said that Tesla has shown the rest of the industry how to make selling EVs a complete experience. It's not just about the car, he acknowledged. "I think we have to give Tesla credit where it's deserved," he said. "I think the charging network, at least from a public relations point of view, is quite strong and that's definitely added to the message." So many automakers want to have that, "Tesla fighter," as we've heard over and over recently, but Keogh hinted that Audi could do a better job than Tesla is doing today. "I think they've done a good job of looking at the full package. I think we have some resources and the network and everything else that we can put a fuller package together." The most important part is getting people into the cars, Brabec said. "I think exposing consumers to EVs, letting them experience EVs is another big aspect, and probably different than we have today, because test driving a car today is a very conventional thing. It's probably not going to be as conventional with EVs, particularly if you've never been in one before." We can't wait.

Audi's CEO might not have known of VW emissions scheme

There's been no shortage of finger-pointing when it comes to finding people to blame for the Volkswagen diesel-emissions scandal that broke last September. One rather powerful executive, however, appears to have escaped blame. That would be Audi CEO Rupert Stadler, whose company sold about 85,000 diesel vehicles with emissions-cheating software, Reuters says, citing people familiar with the process. US law firm Jones Day questioned executives at both VW and its Audi unit and has found no evidence that Stadler was complicit with the plan, which involved programming Volkswagen-made diesel engines to produce artificially low emissions when the vehicle was being smog-tested. In Audi's case, the engine type in question was the 3.0-liter V6 diesel. Officials with both VW and its Audi unit declined to comment, according to Reuters. That engine was used for the Audi A6, A7, A8, Q5, and Q7 since the 2009 model year, in addition to the VW Touareg and Porsche Cayenne. Audi also sold the VW Group 2.0-liter four-cylinder in the A3 from 2010 to 2013 and 2015. VW has reached an agreement with US regulators concerning that engine, which is also not connected to Stadler. Last month, German newspaper Bild am Sonntag published specifics on how the 3.0-liter diesel cheated the emissions-testing process, including records that the motor was programmed to shut of its emissions-control equipment after 22 minutes of running, or about two minutes longer than typical emissions-compliance testing. Audi said last November that it would work on a software update for the V6's emissions-control system that would be submitted to both the California Air Resources Board (CARB) and the Environmental Protection Agency (EPA), but the VW unit hasn't reached any settlement with US regulators implying that a solution was agreed upon. Volkswagen's settlement with the EPA will cost Europe's largest automaker as much as $15 billion in the form of buybacks, lease buyouts, vehicle repairs, and investments in zero-emissions technology. VW sold about a half-million vehicles in the US that contained the so-called "cheat" software. Related Video: News Source: Reuters Government/Legal Green Audi Volkswagen Diesel Vehicles vw diesel scandal scandal Rupert Stadler

Audi: 20-25% of our cars will have a plug by 2025

If you like the promise of Audi's E-Tron Quattro concept, you're going to love this post. Speaking at an intimate dinner in Los Angeles the night before the start of the Los Angeles Auto Show, Audi of America president Scott Keogh had nothing but positive things to say about his brand's future plug-in vehicles, including the production version of the E-Tron Quattro. The most interesting was that he said he expects a full 20 to 25 percent of Audi's sales to be electrified by around 2025, and there was lots of detail to back up his vision. "This is the reality as we see it." - Scott Keogh Keogh wasn't making specific predictions, but it's been a long while since we've heard such a high-level Audi executive act like such a troubadour for the electric vehicle future. As long-time readers will remember, we used to hear things like this from Nissan's Carlos Ghosn, but public predictions have taken a bit of a back seat recently. It's promising to hear reasonable optimism again. "When you look at what needs to happen and you look at what we see happening in the marketplace, we're probably looking at a world where 25 percent of Audi's sales, over the next ten years, just to throw out a rough point in the future, are either going to be full electric or have some plug," Keogh said. "This is the reality as we see it." The reason Keogh is so positive is because Audi thinks the E-Tron Quattro concept is going to birth one heck of an EV. Whatever it's called when it arrives – it's unlikely to be the Q6, as some rumors have it. Internally, Audi is calling it the C-BEV, since it is a C-segment Battery Electric Vehicle – the concept previews a luxury all-electric vehicle with a range of over 300 miles. No one is talking about the price yet, but Audi of America's director of product management, Filip Brabec, did say that the sweet spot for the pricing is in the range of how mainstream luxury vehicles are priced today. "If you can put a car in the market that's priced right ... people are going to want to buy it," Keogh said. Read into all of that what you will. It's not just the price that's going to be right. Keogh said that the key point is changing hearts and minds to want electric vehicles. That means tripling down on public infrastructure (see more below) and making sure the car itself is amazing. "Everyone knows, in the history of the world, launch a defining, game-changing product, in whatever category it bloody is, and - boom - the world changes," Keogh said.