Luxury car brand Audi gears up to compete in the exclusive premium car market once more
Audi is refocusing its efforts on electrification, as CEO Gernot Döllner takes the helm and spearheads a strategy of radical simplification and clarity. In 2023, Audi announced a commitment to developing new electric models, such as the fully electric Concept C sports car.
The Concept C, with its sleek design and electric folding roof, is set to become a production car, embodying Audi's commitment to clarity in both design and technology. The electric vehicle will be very close to the study, reflecting Audi's dedication to maintaining the integrity of its concept cars.
Audi's focus on electrification extends to its product range. The company has been a central player in the plug-in hybrid (PHEV) market for some time, and this focus continues. In China, range extender systems for PHEVs, where the gasoline engine has no direct connection to the wheels and works exclusively as a power generator for the electric drive, are gaining importance. However, Audi has not yet decided whether range extender systems will be included in the lineup in China or Europe.
In the US, there is a renewed interest in internal combustion engines and plug-in hybrids, but Audi sees a clear path to pure battery vehicles, particularly in China, supported by EVs with a gasoline engine as a range extender. Audi now offers a growing range of vehicles with 800-volt electric architectures, including the SUV Q6 e-tron and the A6 e-tron, available as a sedan and wagon.
Despite not yet achieving parity in margins between BEVs and ICE vehicles, Audi is satisfied with its current electric vehicle share. The company is focusing on a mix of powertrains, rather than a quick switch to electric vehicles. This approach is guided by the principle of clarity, which extends to organizational restructuring.
The electric sports car Concept C offers a glimpse of Audi's future design, with simplicity and elegance at its core. Clarity is the guiding principle for Audi's future car design, as stated by CEO Gernot Döllner. Audi aims to refocus on being a challenger in the premium segment, with a clear path to pure battery vehicles and a commitment to innovation and future-proofing its business model with substantial investments in electric technology and streamlined company structure.
Whether the electric vehicle will be introduced as a successor to the smaller TT with its name is still undecided. The Premium Platform Electric (PPE), developed by Audi and Porsche, has faced delays but challenges have been overcome. Decision-making at Audi remains closely tied to the product, ensuring that the company continues to deliver high-quality, innovative vehicles to its customers.
Read also:
- Solar energy company, Imperium, alongside QORAY Mobility & Energies Solar Business, bolsters Nigeria's environmental future by producing superior solar panels domestically and offering flexible payment options.
- AI Inspection Company, Zeitview, Secures $60 Million Funding for Expansion
- Future of Payments: If the U.S. regulates stablecoins through the GENIUS Act, according to Matt Hougan
- BMW asserted that the upcoming iX3 electric model could generate similar profits as its gasoline counterpart, the X3.
