Thanks to rising fuel prices and mounting environmental concerns, just about every automaker is touting their green credentials. However, Audi doesn’t have plans to jump on the “green” bandwagon anytime soon and will stick with its luxury performance image.
While other luxury automakers continue to develop green sub-brands – such as BMW ’s Efficient Dynamics – Audi will stick to refining its standard crop of vehicles. Although fuel economy gains will come, Audi is not aiming to become a green brand.
“We want to take out weight and want to further diesel and FSI technology,” Audi head Rupert Stadler told Autocar. “We can still improve fuel consumption. But we will not position Audi as a green car brand – we will fulfill regulations – but we are also an emotional brand.”
Audi is not placing a heavy emphasis on hybrid or electric vehicles, but the company will launch the all-electric e-tron by 2012. However, the e-tron will be more along the lines of an electric car study, with volume expected to be extremely limited.
In lieu of making radical advancements in green car tech, look for Audi to continually improve its range of diesel and gasoline powerplants.
