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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 A3 E-Tron plug-in hybrid set to whiz into Geneva

The Audi A3 E-tron, which we drove in prototype form last year, is headed to the 2013 Geneva Motor Show next month. The plug-in hybrid will feature a total of 204 horsepower and 258 pound-feet of torque from the combination of a turbocharged 1.4-liter engine and a 75-kW electric motor. That motor itself is positioned between the internal combustion engine and the machine's six-speed dual-clutch transmission. The setup is good enough to scoot the A3 E-tron to 62 miles per hour in 7.6 seconds and crank out a top speed of 138 mph. Perhaps more impressively, the hatch can whir its way to 80 mph on all-electric power with an EV range of 31 miles.
Audi claims the A3 E-tron gives the world a "realistic glimpse into the future of mobility," so it's a bit unclear if the model will see production. We're encouraged by the specificity of Audi's press release (which is full of stats) and the fact that they don't label this vehicle a concept. You can check out the full press release below and judge for yourself.

The Acura NSX leads this month's list of discounts

For the second time in the last three months, the Acura NSX has a larger monetary discount than any other vehicle in America. Acura's hybrid super coupe packs 573 horsepower under its sleek bodywork, sufficient to send it sailing off to 60 miles per hour in a scant 2.9 seconds. But it doesn't exactly fly off the showroom floor with the same level of urgency. Buyers of the NSX are paying an average of $138,078 right now, which is a savings of $22,823 off its window sticker. That represents a 14.2% discount, which is also the largest percentage savings in February. And if the NSX doesn't quite fit into your future plans, Acura is also heavily discounting the ILX, TLX, RLX and MDX, so much so that those five models from the premium Japanese brand all appear in the top 10 biggest discounts this month. 2020 Acura NSX View 11 Photos The sleek 2020 Aston Martin Vantage slides into second place on the biggest discounts list, with an average of $18,763 lopped off its sticker price resulting in an average transaction price of $137,298. That's awfully close to the out-the-door price of the leading Acura NSX, which is a quicker and more technologically advanced machine, though arguably less traditionally beautiful. Rounding out this month's top three discounts is the 2020 Audi R8, buyers of which are averaging $17,888 off the sticker price for an average transaction of $179,238. Note that the Audi R8 is available as both a coupe and a convertible, with two power levels offered from its standard V10 engine. That means some R8s are certainly going to be much pricier than others. For a look at the best new car deals in America based on the percentage discount off their suggested asking prices, check out our monthly recap here. And when you're ready to buy, click here for the Autoblog Smart Buy program, which brings you a hassle-free buying experience with over 9,000 Certified Dealers nationwide.