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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 2025 goal for 25% EV sales? It's already happening

We were pleasantly surprised by Audi's full-throated support for plug-in vehicles at the recent Los Angeles Auto Show. That support took the form of the surprising claim that between 20 and 25 percent of new Audis sold will have a plug by 2025. The encouraging electric love fest continues in a new press release that's all about the brand's European sales. Now, US sales of the A3 E-Tron will start at some point in the next two months, so we don't know how the excellent plug-in hatch will fare here but as you can see, things are going extremely well in Europe: A year after its market introduction, the sales figures for the Audi A3 e-tron are also extremely encouraging: In Western Europe, it conquered top spot among the electric cars in the premium compact segment over the past few months. In Norway and the Netherlands one in four Audi customers is already opting for an A3 e-tron. So, after being available for 12 months across the pond, the numbers are impressive. Perhaps Audi of America CEO Scott Keogh knew that the 25 percent threshold is already a reality in two countries when he spoke to us in LA. In any case, Audi's got something to point to today when people ask if selling 25 percent of its cars as EVs is possible. If you'd like to add your dollars to Audi's plug-in sales figures, the A3 E-Tron's configurator is live. AUDI AG: European sales up six percent in November Audi remains on track: With around 147,750 deliveries (+1%) in November, the company reaffirmed its strong sales result from the prior-year month. In Europe, the Ingolstadt-based carmaker increased sales by 6 percent to around 62,300 units, despite the model changeover for its bestseller, the Audi A4. Since the start of the year, more than 1.64 million customers worldwide have chosen the brand with the four rings, up 3.4 percent. "In light of extraordinary effects in China and the model phase-out for the first-generation Q7 in the United States, we are satisfied with our sales performance in November," says Dietmar Voggenreiter, Member of the Board of Management for Sales and Marketing at AUDI AG. "The sustained high demand for Audi models in Europe and our good global order situation continue to provide momentum for the months ahead." Most recently, the brand's growth in Europe was driven particularly by the latest models: Sales of the Audi Q7, with the latest generation launched in summer, quadrupled to around 3,300 units in November.

BMW M5 and FCA's 5-year plan | Autoblog Podcast #544

On this week's Autoblog Podcast, Associate Editor Reese Counts is joined by Green Editor John Beltz Snyder and Consumer Editor Jeremy Korzeniewski. We talk about driving the Subaru Ascent and BMW M5, and discuss FCA's five-year plan and the Audi Q8. As always, we help spend a listener's cash on a new car in the "Spend My Money" segment. Autoblog Podcast #544 Your browser does not support the audio element. Get The Podcast iTunes – Subscribe to the Autoblog Podcast in iTunes RSS – Add the Autoblog Podcast feed to your RSS aggregator MP3 – Download the MP3 directly Rundown Cars we've been driving: 2019 Subaru Ascent and BMW M5 FCA's five-year plan Audi Q8 Spend my money Feedback Email – Podcast@Autoblog.com Review the show on iTunes Related Video: Podcasts Audi BMW Chrysler Dodge Subaru Car Buying Used Car Buying FCA subaru ascent