Audi will not follow BMW in trying to position itself as a green brand, according to Chairman of the Audi board of management, Rupert Stadler.
“We want to take out weight and want to further diesel and FSI technology. We can still improve fuel consumption. But we will not position Audi as a green car brand – we will fulfil regulations – but we are also an emotional brand.”
Stadler went on to say that although the Audi E-tron electric sports-car will be going into limited production by 2012, Audi wouldn’t put an electric car on sale until it was convinced it would give the sort of performance Audi buyers have come to expect.
“Electric power will also give Quattro more possibilities, such as powering the rear axle like in the A1 concept, or four wheels in motors like the E-tron. We have to optimise performance of electric cars,” he said. “Performance is part of our emotional appeal, so it’s very important…”
[SOURCE:Autocar]
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