Audi Keeps The “E-tron” Name For The Electric Models

Audi boss Rupert Stadler has said the firm’s first dedicated electric car will carry the name ‘e-tron’ without any specific model designation in a move evoking the naming of its original Quattro.


Stadler has been the chairman of the board and chief executive officer (CEO) of Audi AG since 1 January 2010, and as its chief financial officer (CFO) since 12 January 2007

Previewed by the e-tron quattro concept at the 2015 Frankfurt motor show, the new SUV is one of three electric models planned by the end of 2020.


Audi e-tron Quattro

audi-e-tron-logoCommenting on the decision not to link the model to an existing product line or launch under a sub-brand, Stadler said: “It is comparable to the first Audi Quattro, which was known simply as the Quattro. In the long term, the name e-tron will stand fora pure-electric driveline structure.”

Stadler confirmed that the e-tron name will subsequently appear in combination with Audi’s more traditional model names, such as A6 e-tron.

Stadler also hinted that Audi is working on a Tesla Model S rival. He said: “It makes sense for the Audi brand to be positioned in the top premium segment with this driveline technology.”

However, he quashed suggestions that it may replace the company’s long-planned A9. Instead, it is expected to form part of the three initial electric models, possibly badged A8 e-tron.

The third model is believed to be an SUV with what Stadler calls a “space concept vehicle” twist.

He said: “We are presently experiencing an upward swing in the demand for such electric concepts, primarily in large mega-cities. They would be well suited with ranges of 350km to 450km [218-280 miles]. The subject of space is an important one.”


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