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Audi looking for Tesla-style, non-traditional way to sell EVs
Fri, Nov 27 2015As 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 TT Sportback Concept rounds out an icon
Thu, 02 Oct 2014That German automakers seem singularly fixated on filling any white space between their models isn't new - the last decade-plus has seen their showrooms overflowing with niche models, some of which seemingly occupy sub-genres of sub-genres. To our eyes, there's often diminishing aesthetic and utilitarian returns to go along with the heightened price tags that accompany these models, but we're beginning to think Audi is tackling its personal diversity initiative best. Unlike the often heavy-handed designs from rivals (we're looking at you, BMW), Ingolstadt seems to be doing doing a more graceful job of carving out models between models. The latest proof of this is the TT Sportback Concept, just unveiled here at the Paris Motor Show.
After showing off its Allroad Shooting Brake Concept in Detroit and, more recently, in the Offroad Concept in Beijing amidst rumors of the TT sports car platform expanding into an entire family, we're not surprised to see this more utilitarian five-door hatchback showcar here in France. This, despite the fact that Audi already counts similarly proportioned A5 Sportback and A7 Sportback models in its lineup.
Of the TT line extension concepts, this Sportback certainly looks the most production ready, with a bare minimum of showcar tinsel masking realistic proportions and detailing. We think it's quite handsome from stem to stern, even if it's a bit familiar looking. The design incorporates Audi's trademark big-grille look with the TT's prominent arched roofline and heavily radiused fenders, along with a rear lighting graphic that subtly echoes the A3. Despite its leggy looks, the TT Sportback Concept is surprisingly compact, spanning less than a foot longer overall than the production 2016 TT despite its 4.7-inch longer wheelbase and extra set of doors. Those sleek looks come at least partially as the result of an overall height that sits 1.2 inches lower than the TT coupe.
Audi R8 Exclusive Edition gets laser beam headlights
Wed, Nov 2 2016We've long lamented the National Highway Traffic Safety Administration's draconian Federal Motor Vehicle Safety Standards, which contrary to their name, have actually prevented automakers from selling some substantial and important safety equipment, like advanced headlights, in the US market. Until now, apparently. To be fair, we've known Audi was prepping its advanced laser headlights for the US market, but that doesn't make their arrival any less exciting. Audi will begin offering DOT-approved high-beams that use advanced laser diodes on a limited run of V10-powered R8s. Exclusive to the, um, Exclusive Edition R8, the advanced lamps complement the standard LED low beams and dynamic front turn signals, offering "very bright and pure white light" for 25 lucky consumers. Here's some more techno babble about how the lights work – according to Audi's official release, there's a laser module in each headlight containing four high intensity laser diodes that fire out blue lasers. Then, a phosphor converter adjusts the 450-nanometer laser into visible light that fires up above 40 miles per hour. "When conditions permit," Audi's release reads, the laser high beams "greatly enhance visibility for the driver by projecting a low and wide beam of light on the road ahead." Naturally, we have questions, but Audi wasn't keen on releasing much info ahead of the R8 Exclusive Edition's Los Angeles Auto Show debut. The company confirmed that the new lights are DOT approved, which makes sense considering the LA introduction. We're also wondering how Audi's new Laser Lights differ from BMW's similarly named Laserlight system, offered on the i8. Both setups use lasers to replace conventional high beams, but BMW says it "adjusted to the maximum allowable light output for the US market." Audi was cagey about explaining if it modified the system to satisfy the feds. Ingolstadt also offered the typical "we don't comment on future product" when asked about future applications for its laser headlight technology. Beyond the advanced high-beam headlights, the R8 Exclusive Edition comes standard with Quantum Grey paint, 20-inch "Y Design" wheels, a carbon-fiber side blade with an orange stripe, and a whole bunch of interior trim upgrades, like full leather upholstery and Alcantara trim. Price start at $229,200, not counting $1,250 in destination charges. We'll have more on the R8 and its laser lamps when it debuts in a couple weeks. Related Video: