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Looking for meaning in Audi killing off its $1m electric supercar

Audi's most ambitious - well, most expensive, anyway – electric vehicle is no more. After building fewer than 100 of them (perhaps a lot fewer), Audi has cancelled the R8 E-Tron. Maybe it was the million-dollar-plus price tag. Maybe it was the " supreme hand-built quality." Maybe it was the fact that a non-electric R8 could be had for $164,150. Whatever the reason, was killing the R8 E-Tron a good idea? The R8 E-Tron would have been a good halo vehicle for the brand Here's the case for this being a shortsighted move. As we all know, the VW Group – and Audi especially – is in the middle of an electrification kick, and the R8 E-Tron would have been a good halo vehicle for the brand. Instead, it can stand as a prime example of waffling on the promise of plug-in vehicles. After all, Audi used to be incredibly proud of the R8 E-Tron, even if it had a tough history. The whole program was an on-again/ off-again kind of thing, but with enough momentum to get the EV some time at the Nurburgring. With both Mercedes and the EQ brand and BMW with its i brand moving strong into EVs, letting the headline be "Audi killed an EV" is not exactly fitting. It's not like Audi was wasting time making a lot of these. The R8 E-Tron went on sale in 2015 to customers who made a special request for it, and apparently only 100 did. But let's stop there. Getting 100 people to plunk down a million dollars or so for a car totals up to be a lot of money. There's no reason for Audi to price the car this high (forerunner vehicle programs almost always lose money for a time, just ask Toyota RE the Prius), but it did. And $100 million (if almost 100 were indeed sold) is nothing to scoff at, is it? It obviously wasn't enough to keep the lines and tooling open for this limited vehicle, and that sort of opens up a bigger question. Does the end (the second end, really) of the R8 E-Tron say something more important about EVs? Are they becoming less exotic high-end fixtures and more everyday transport? In a world full of Bolts and Ioniqs and E-Golfs – so, the world of 2017 and beyond – does a super high-end EV have any meaning? Gas-powered cars have managed to pull this off for decades, with Lamborghinis and Maseratis surviving just fine even with millions of Corollas out there. In a more-developed EV ecosystem, expensive EVs like the R8 should be able to do the same. Just not right now.

Autoblog Podcast #344

Doug DeMuro from Plays With Cars, Infiniti Q50, Subaru BRZ STI, Porsche Macan
Episode #344 of the Autoblog podcast is here, and this week, Dan Roth and Executive Editor Chris Paukert are joined by Doug DeMuro, author of Plays With Cars and prolific internet autowriting presence. Topics include the latest spy shots of the Porsche Macan, the 2014 Infiniti Q50, and the teaser images we've recently seen of a Subaru BRZ wearing STI badges. As always, we start with what's in the garage and finish up with some of your questions. For those of you who hung with us live on our UStream channel, thanks for taking the time. You can follow along after the jump with our Q&A. Thanks for listening!
Autoblog Podcast #344:

Audi's Q8 Concept previews a 2018 personal luxury crossover

Audi revealed the Q8 Concept here at the 2017 Detroit Auto Show, and it's just as we expected: a Q7 with frameless windows, an oversized grille, and a rakish "coupe-like" roofline. This concept is an exaggerated example of a vehicle that will almost certainly enter production to do battle with BMW's vanity luxury utility, the X6, and Mercedes-Benz's GLE Coupe. The coupe moniker doesn't really apply, despite the German automakers' best attempts to redefine the word, but otherwise the Q8 Concept delivers. It's two inches shorter overall than a contemporary Q7, on a similar wheelbase, so the basic proportions of the thing should make the jump to production. View 14 Photos The driveline is equally plausible: a plug-in hybrid setup pairing a 3.0-liter TFSI V6 with a 17.9-kWh lithium-ion battery. The concept's V6 hypothetically makes 333 horsepower and 368 lb-ft of torque, and a single electric motor integrated into the eight-speed automatic transmission adds 100 kW (134 hp) and 234 lb-ft of torque to the mix. Those numbers certainly make sense, considering the gas Q7 makes 333 hp (albeit with a supercharger) and the existing Q7 e-tron, which isn't sold here, pairs a 17.3-kWh battery with a diesel V6. Since this is a concept, production intent or no, the range numbers are also a little theoretical, but here's what Audi claims: a 60-mile EV range, and a total range of around 621 miles. Not shabby if you're taking a long road trip. The adaptive air suspension should also make it a comfortable one. Inside, this is a four-place vehicle; no third row, and no center rear seat, as is the trend with these things. The cabin is very clean and modern – typically Audi, although exaggerated a bit. Expect it to be toned down some for production, but this concept interior is a glimpse into the future. We'll have to wait until next year to see something closer to production-ready, but it's coming. Related Video: Related Gallery Audi Q8 Concept View 30 Photos Image Credit: Live photos copyright 2017 Drew Phillips / Autoblog Green Detroit Auto Show Audi Crossover SUV Concept Cars Future Vehicles Hybrid Original Video 2017 Detroit Auto Show