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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 S3 with manual transmission still on table for US

The fine folks at Fourtitude recently sat down with Audi of America President Scott Keogh, and among other things, learned that the potent little S3 sedan could be offered with a manual transmission in the United States someday. That sort of sounds like the usual company line to us, but Keogh reportedly said the company is "looking very closely" at adding the manual to the S3, which currently is only available with a dual-clutch automatic.
Fourtitude also brought up the possibility of a hotter RS3 - a vehicle we've seen testing before, as a hatchback. We don't doubt that this more potent compact is already a done deal, but Keogh reportedly mentioned that the sedan will get this treatment. An RS3 for the US? Sign us up, for sure.
Head over to the Audi enthusiast site to read more from their talk with the company's US boss.

IIHS bestows 2015 Audi A3 with Top Safety Pick+ [w/video]

There's some good news for Audi today, as the Insurance Institute for Highway Safety has named the all-new A3 one of its Top Safety Pick+, the institute's highest award for safety.
While there are no shortage of cars that can handle the standard IIHS trial, the tough small overlap test needed to earn TSP+ has flummoxed more than a few vehicles from prestigious, safety minded manufacturers. In the A3's case, though, it handled the small-overlap tests well.
According to the IIHS, there wasn't much intrusion into the cabin from the impact, which simulates a 40-mile-per-hour impact on 25 percent of a car's front end. The crash test dummy was held in place, with just a low risk of injuries. You can view the crash test video below, as well as read a brief press release from the IIHS.