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Weekly Recap: Audi pulls back the curtain on its future

The E-Tron Quattro concept is the future of Audi. It embodies all of the traits that will make the brand – and electric-powered luxury vehicles – more relevant into the 2020s. Here's why: The E-Tron Quattro concept, which will debut next month at the Frankfurt Motor Show, is a large sport utility vehicle that promises a range of 311 miles. It's an all-electric daily driver that fits the needs of most Americans. In production – which Audi says starts in 2018 – this vehicle will seat five and likely be called the Q6. You can take your family from Boston to Philadelphia without recharging. That's mainstream. We're moving away from the industry's "science experiment" era (as General Motors product chief Mark Reuss once described the appearance of the first gen-Chevy Volt) to a period where electric vehicles are plausible and practical for many US buyers. The 2018 Q6's only holdup for the masses will be price. But if you can afford an Audi SUV, you'll be able to buy an all-electric version. The E-Tron concept uses Volkswagen Group's second-generation modular longitudinal platform. The lithium-ion battery is located between the axles and below the cabin. Urquhart says the production model will feature the automaker's latest battery technology developed with LG Chem and Samsung. IHS Automotive projects the Q6 will sell more than 40,000 units annually by the end of the decade. "The E-Tron Quattro is a precursor for what will be an exciting and landmark production model for Audi and will position the brand at the forefront of the premium EV market," IHS analyst Tim Urquhart wrote in a commentary. It's the Tesla-zation of America. It's the Tesla-zation of America. The Q6 will be a Model X fighter, and expect other automakers to follow suit, particularly in the luxury sector with SUVs and other large vehicles. They offer more space for the battery packs, and development costs can be recovered easier. "Premium brands have an inbuilt advantage in terms of introducing [electric] powertrains over more mainstream automotive brands," Urquhart wrote. OTHER NEWS & NOTES Analyst says Tesla stock could be worth $465 a share Morgan Stanley analyst Adam Jonas sent shockwaves through the industry when he said Tesla stock has the potential to reach a whopping $465 a share. That's a leap from its $230.77 price at Friday's market close.

Musk says New York Times debacle may have cost Tesla $100 million

Despite the old chestnut that there's no such thing as bad publicity, there's always a cost incurred - sometimes it's hidden, and sometimes it's front and center. Enigmatic Tesla CEO Elon Musk seems to think his company's now-infamous Model S range dustup with The New York Times is falling squarely into the latter category. According to Musk, fallout from the back-and-forth battle over the newspaper's cold-weather road trip story may have decimated Tesla's stock value by as much as $100 million. Musk believes the report resulted in a lot of cancelled orders, probably costing Tesla "a few hundred" Model S purchases.
According to the report, Tesla's shares have tumbled some 12 percent (going from $39.24 to $34.38) since the report was published. Bloomberg further notes that the company's market capitalization has skidded by around $553 million over that same period. With the company's stock-market value pegged at $3.91 billion, $100m represents a not insignificant chunk of money to Tesla.
So how does Musk feel about embattled Times writer John Broder, whose controversial report he previously called "fake"? During the interview with Bloomberg TV, which you can watch below, Musk opines, "I don't think it should be the end of his career - I don't even think necessarily he should be fired - but I do think he fudged an article." No word has surfaced about any actions taken against Broder after his boss admitted he did "not especially" exercise "good judgement" in the course of his reporting.

Can we keep the gauge cluster around, please?

Let’s not follow TeslaÂ’s lead in the elimination of the gauge cluster. I might be too late, but IÂ’m going to say it anyway. The cute 2025 Volvo EX30 is to blame for this needing to be said. I genuinely like most things about the EX30 and its cost-oriented approach to a luxury EV. However, Volvo went and deleted the gauge cluster, and thatÂ’s just one cost-saving step too many. Of course, center-mounted instruments is nothing new, but Tesla popularized the idea of removing the cluster entirely years ago with its Model 3 and Model Y. I didnÂ’t like the idea when I first saw it, and my displeasure with driving around a car with no cluster was confirmed when I drove a Model 3 for the first time. There are numerous reasons, but it all boils down to the importance of having vital information in your direct line of sight. The transition to EVs allows for the elimination of certain monitoring gauges within a cluster, but basics like speed, gear position, headlight status, cruise control and range are all things I want directly in front of me. I donÂ’t want to glance down and to the right to see these things. You could make a valid safety argument for such an arrangement, but including all of that info just for the sake of convenience is enough. The only excuse I see for eliminating the cluster is if a comprehensive head-up display impervious to polarized sunglasses comes as standard equipment. ItÂ’d still be bothersome in a gasoline-powered car to lose all those gauges, but I could live with just a HUD in an electric car if it meant a lower cost to the buyer. That said, my favorite integrations are the smaller clusters installed in some EVs like the Ford Mustang Mach-E or Volkswagen ID.4. These little clusters are smaller and simpler than many of the massive instrument screens going into cars these days, but they include all the information you might want at a glance. Beyond the safety and convenience aspect, thereÂ’s a nostalgic angle to the gauge cluster. Just a short while ago, I trumpeted the return of retro designs in digital gauge clusters. You can quite literally do whatever youÂ’d like when youÂ’re working with a screen, which leaves the field of opportunities wide open. We wonÂ’t have the privilege of enjoying old-school (or revolutionary new-school) designs if OEMs start eliminating them entirely.