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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 to lap Hockenheim in driverless RS7

An automaker like Audi will always have a number of different research and development projects going at the same time, and some of them might take on very different approaches. At one end, you'll have its racing programs, and at what you'd assume would be the other, self-driving prototypes. But Ingolstadt is preparing to bridge that gap by running an autonomous prototype at racing speed around the famed Hockenheimring.
Set to take place on Sunday, October 19, during the DTM season finale at Hockenheim, the driverless RS7 will motor at speeds up to 150 miles per hour, right up "to its physical limits with millimeter precision."
Audi anticipates that "the world's sportiest piloted driving car" will run a lap time of just over two minutes, at which the RS7 would stand not only to be the fastest driverless car ever to lap the circuit, but also potentially the fastest four-door - if it can beat the 2:02.71 lap time set by a BMW M3 sedan in 2007.

Audi entices enthusiasts with manual option for the 2017 A4

When we first drove the 2016 Audi A4, newly redesigned although cosmetically very similar to its predecessor, much was improved but there was no hint of a manual transmission option. For the 2016 model year, you could have any gearbox you wanted as long as it was a seven-speed dual-clutch automatic. For some reason, despite low take rates for manual gearboxes across the board, Audi is stepping up for enthusiasts and offering a six-speed manual. Equally auspicious is the fact that this manual won't be resigned to some non-enthusiast variant, like the front-wheel drive model. The six-speed will be exclusively offered in the Quattro all-wheel drive version with the 252-horsepower version of the 2.0-liter TFSI engine, rather than the 190-hp Ultra variant which utilizes the Miller cycle and is more fuel-economy oriented. There's also an available Sport Plus package that's exclusive to the manual model that adds some previously S4-exclusive bits to the mix, which is further catnip to Audi gearheads. Those S4-derived parts are dynamic steering and sport adaptive suspension, which drops the ride height a bit, too. The rest of the Sport Plus package includes a sporty flat-bottomed steering wheel, 18-inch split-spoke wheels, available Daytona Grey paint, sport seats, and some brushed aluminum interior trim. Best of all, the manual is a no-cost option, and so prices for each trim are the same across the line. In the entry-level Premium trim, the 2017 A4 manual will start at $40,350 and goes on sale this fall. Related Video: Featured Gallery 2017 Audi A4: First Drive View 33 Photos Audi Performance Sedan quattro