Ingolstadt’s wave of electricity to start in 2018.
With no less than three all-new electric vehicles due by the end of the decade, Audi chairman Rupert Stadler has a feeling that the timing is right to offer fully-electric models. Its first electric vehicle will be an “SUV with a luxury character,” though he went on to say that it won’t cap the brands’ SUV lineup.
Speaking to the media at the Geneva motor show, Stadler denied that the new SUV would sit above the impending Q8 flagship. “Somehow, we stay with both feet on the ground,” he said. “We should talk about positioning and pricing next year. But first of all, I can say that I am quite happy this car will be on the marketplace next year.”
“The performance is pretty good,” the chairman said, “of course we still have a lot of work to do. The car will be produced in Brussels; One special factory for this high-tech car. And we take time.” The name of Audi’s first pure electric vehicle is still up in the air, though. “We’re still working on the right nomenclature,” Stadler commented, “but I would like to feel free in terms of positioning that car, because it’s like ‘quattro’ was 25, 30 years ago.” It’s not unlikely that Audi’s EV range will sit under an eco-friendly sub-brand, like Volkswagen’s ‘I.D.,’ BMW’s ‘i,’ and Mercedes-Benz with ‘EQ.’
Speaking of the new car, Stadler said that it’s “something very special.” Going on, he said “it’s our first fully-electric vehicle, boasting a range of 500km. This needs to be positioned adequately. It should be a special place because it is the first [pure electric vehicle]. Of course, maybe the next generations will fit properly into our standard nomenclature, because we see much better electric vehicles in the future.”
Stadler concluded, “We will surprise you, hopefully, in 2017.”