Today was Audi’s annual shareholder meeting in which plans for the future are outlined and made public. In this meeting, Audi shareholders have announced a plan to significantly increase sales of electrified cars in the year 2025. In fact, Audi has set the rather ambitious goal of selling 800,000 electrified cars by then.
“Our ambition has always been and will continue to be Vorsprung durch Technik. Our goal is to revolutionize mobility. Also in electric mobility, we want to become the Number 1 among the premium manufacturers – with full suitability for everyday use, no compromises, top quality and driving pleasure for the customer. With our technological excellence, we are utilizing our Vorsprung and lifting electric mobility to the next level.”
Now, when car companies say “electrified cars” they can mean multiple different things. That could mean pure all-electric cars, plug-in hybrids or even mild-hybrid cars, like the current A6 and A8. So that can be a vague term to boost brand reputation. Having said that, Audi specified a bit to insure the public that it means business and isn’t just blowing smoke.
According to Audi “most of them are to be fully electric, with a smaller proportion as plug-in hybrids”. Which is encouraging, as it proves the Ingolstadt-based brand is committed to electric vehicles.
The Audi e-tron will be the first fully-electric car to debut as part of this plan, later this year, but it will be followed by more than 20 vehicles by 2025. “The Audi e-tron Sportback will be the second fully electric car to be launched, followed by the Audi e-tron GT from Audi Sport in 2020. Audi will also offer an electric model in the premium compact segment in 2020.” said Audi.
Peter Mertens, Audi board member for technical development, also mentioned that the Audi Aicon concept would actually come to the market. “Just in time for the 50th anniversary of Vorsprung durch Technik, we will also present our first autonomous electric car based on our Audi Aicon show car in 2021. An interurban shuttle with lounge character – initially in a pilot fleet and around the middle of the decade as a series-production car for automated driving,”
Considering that Audi sells around 2-million cars a year, 800,000 isn’t an enormous amount. However, it will be interesting to see much much of those sales are cannibalizing Audi’s traditional internal combustion cars. It will also be interesting to see if Audi can reach this number considering that it doesn’t sell any all-electric cars at the moment. But we do know that Audi’s e-tron brand will be incredibly important moving forward so expect Audi to really push for this goal.