Audi has launched its second electric vehicle Down Under, having just added the e-tron GT to its line-up, alongside the original e-tron SUV.
With no sign of the Q4 e-tron in the key mid-size SUV segment though, only fresh plans to introduce a range of plug-in hybrids, the brand’s predominantly combustion range is a little behind some of its key rivals.
One of those rivals, Volvo, has announced aggressive plans to go all-electric early in Australia, by 2026, forgoing combustion models ahead of their global use-by date.
When asked what Audi made of these plans and whether it could be in a similar position in a few years, the brand was not phased by its rival’s more aggressive movements.
“We’re only talking about a 10-year turn around,” said Audi Australia managing director, Jeff Mannering, “That means this generation of cars will finish, you get one more go at it [combustion], and then that’s it.
“Our strategy is more of a transition, we’re introducing more e-tron models, and plug-in hybrids to come. We’ve now got RS as a battery electric vehicle, really the best of both worlds. You can’t just switch to battery electric overnight.”
Elaborating, Audi Australia’s chief product manager, Matt Dale, said: “We have a very broad model range, and a broad customer base, with lots of different expectations, too. So the transition has to happen in stages. We can’t just switch off combustion and go straight to battery electrics.
“If you take a look at more established markets like those in Europe, it only took 10 years to swap from 80 per cent diesel to 80 per cent battery electric. That’s what we’re talking about here, and by looking at those markets, particularly ones like Norway, this kind of transition period is viable.”
Audi’s fully battery electric range now consists of the e-tron SUV and e-tron GT grand tourer. While it is experiencing a high level of inquiry for its other international BEV, the Q4 e-tron mid-size SUV, it is still unconfirmed for an Australian launch thanks to the lack of CO2 targets necessitating low-emissions models for Australian buyers, and the amount of overseas demand for the SUV overwhelming production capacity.
Audi’s local EV line-up consists of the e-tron SUV and GT.The brand has signalled its desire to have the Q4 e-tron on sale in Australia by early 2024.
Meanwhile, a roll-out of long-awaited plug-in hybrids from the brand will kick of in the middle of 2023 with the Q5 55e in both SUV and Sportback forms. An update to the e-tron SUV is also expected in late 2023, at which point it will become the Q8 e-tron.
Audi has announced that the ‘e-tron’ marque will become a sub-brand to be rolled out across its model range, in a similar fashion to its RS sub-brand.
Audi has plans to offer 30 electrified vehicles globally by 2025, 20 of which will be full EVs. It plans to release its final purely combustion model in 2026, phasing combustion technology out completely by 2033.
Keyword: 'You can't just switch overnight!' Why Volvo's electric-car-only strategy won't work for Audi's expansive range