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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.

2017 Audi A4 Prestige is round 2 of our long-term test

The first of our long-term Audi sampler platter, a Glacier White metallic 2017 A4 Premium Plus, has already departed from the fleet. Replacing that mid-grade model is a range-topping 2017 Audi A4 Prestige wrapped in a beautiful shade of Moonlight Blue metallic paint. At first glance, aside from the color, not much appears to be different between the two models. Here's what's changed. What we got The Prestige trim starts at $46,850 and sits atop the A4 range. The only way to go up is to step into the new S4, but that dish comes later. The A4 Prestige comes with all of the expected trimmings - a 2.0-liter turbocharged inline four making 252 horsepower and 273 lb-ft of torque, a seven-speed dual-clutch transmission, and Quattro all-wheel drive - along with most of the features from the Premium Plus package such as LED headlights and a 3D Bang & Olufsen sound system. Prestige extras include parking sensors with a surround view camera, a full-color heads-up display, LED interior lighting, and bits from the technology package such as Audi virtual cockpit, MMI navigation, and extra parking sensors. The technology package was a $3,250 option on our first A4. The biggest difference between the two models is the availability of certain options. Only the Prestige can be equipped with the warm weather package, the adaptive dampening suspension, and the driver assistance package with adaptive cruise control and active lane assist. We passed on these in order to keep things similar to our long-term Jaguar XE. We added 19-inch wheels with 245/35ZR19 Hankook Ventus S1 evo2 summer tires because Michigan isn't cold and desolate all year round. That said, we did check the box for the cold weather package with heated seats at all four corners and a heated steering wheel. The final option was the sport package that adds a black headliner, sharper suspension, and four-way power lumbar support. All in, the new A4 rings up at $51,575, just less than $2,000 more than the $49,825 Premium Plus, as the latter was equipped with the now-unavailable $1,100 First Edition package. What we skipped We decided once again to skip the manual transmission. While it may inject a little more fun into an already enthusiastic car, few shoppers actually opt for a three-pedal setup. With that in mind, we chose the excellent seven-speed dual-clutch transmission, a no-cost option. We also decided to keep things simple and passed on the driver's assistance package.

Audi TT Ultra Quattro Concept throws lightness at the problem

Audi is celebrating the 2013 Wörthersee Tour with a special concept version of the company's TT. The Audi TT Ultra Quattro concept tips the scales at just 2,449 pounds thanks to some extensive engineering work. The company pulled nearly 95 lbs from the car's body structure and used carbon-fiber reinforced plastics for many of its detachable body components. As a result, the concept weighs in at a full 220 pounds lighter than its production counterpart. Throw in a wicked turbocharged 2.0-liter four-cylinder engine with 310 horsepower and 295 pound-feet of torque, and you get a machine with the power to weight ratio in the supercar realm. 0-60 comes up in 4.2 seconds and top speed is listed at 173 mph.
Inside, the TT Ultra Quattro features plenty of carbon fiber trim, and designers also fitted the seats from the R8 GT to save a little weight. The buckets use CFRP for the seat frames, saving nearly 50 pounds in the process. In a world where automakers seem blind to the negative effect of throwing more heft at a vehicle, we're in love with the Ultra Quattro concept. Check out the full press release below for more information.