Prior to 2008, Audi was known for making sporty cars but it wasn’t really mentioned in the same breath as brands like Porsche. That’s because it mostly made sporty and luxurious sedans and wagons. All of that changed in 2008, though, when the Audi R8 first hit the scene and proved that Audi could play with the best sports car makers in the world. Something similar could happen again with the upcoming Audi e-tron GT.
When the original Audi R8 first launched, it acted as the brand’s halo car. It was the car that brought customers into showrooms just to see its incredible design. Most customers couldn’t afford to buy the R8 but most would walk away with a cheaper Audi so they could have a taste of the brand that made Tony Stark’s car.
Similarly, the Audi e-tron GT will be another halo car. When it debuts, it will be a sleek, sexy, four-door electric sports car that will pack plenty of power, stunning looks and futuristic technology. That combination of style, performance and tech will bring customers into showrooms, just like the original R8 did back in its day.
Just like then, customers will want a taste of the same brand that makes the Audi e-tron GT, even if they can’t afford it. So they’ll end up in something less expensive but still with four-rings. It will also lend more credibility to other electric Audis moving forward.
As much as fans might hope for an all-electric supercar to replace the Audi R8, which is still very much in the cards, it’s actually the Audi e-tron GT that will act as the brand’s halo car. In fact, back during my trip to Napa Valley to drive the e-tron SUV, I was speaking to an Audi spokesperson about this very topic. After asking about a future halo car, he said the e-tron GT is supposed to be such a car.
The four-ringed brand struck gold with the original R8 and it seems as if it’s planning to try again with the new Audi e-tron GT. It also seems like it’s going to work again. It has all of the right ingredients to be a proper halo car: stunning looks, high-tech powertrain and sports car performance. Oh, and Tony Stark drove it, too.