The Frankfurt Motor Show (IAA) is on its way and Audi will be showcasing a massive and impressive display. For this display, Audi has its own separate building on the grounds of the Frankfurt Motor Show and will have four separate themes inside, showcasing everything Audi has to offer. One of the more important cars of the display will be the e-tron Quattro concept, or as we know it, the Q6 e-tron concept.
The Q6 e-tron will be a fully electric coupe-like SUV to take on the likes of the Tesla Model X. The upcoming e-tron Quattro concept will be the prelude to such a car, but we do know that it’s coming sooner or later. When it debuts, probably just in time to take the Model X head on, it could very well be Audi’s most important car. It could be Audi’s make or brake car.
Audi is on the verge of possibly becoming the biggest luxury automaker in the world. BMW is currently the pack leader, with Mercedes-Benz and Audi following closely behind. But with several new Audi models coming out quite soon, that are vastly superior to the ones they replace and BMW losing a bit of ground to its competitors, it seems possible that Audi could take the lead. Especially with its increased popularity among youths (those damn lights, amirite?) So with Audi hot on the heels of BMW and Mercedes, every move Audi makes needs to be a home run or it will lose some of the ground its worked so hard to gain.
The upcoming Audi Q6 e-tron will be a very expensive car for Audi to make. It will take a boatload of money and R&D to get out on the road. And it will also be a huge factor in Audi’s reputation. If the Q6 e-tron is as good as Audi is hoping it to be, then it will squash the Tesla Model X, prove that Audi is one of the leaders in EV technology and show that Audi can make excellent cars for the future while looking good and performing great. Audi would look like a hero.
However, if the Q6 e-tron is a dud and doesn’t work as well as advertised, then it will lose a ton of ground. People will look at Audi as a failure in an EV market that is starting to heat up quickly. Tesla and BMW are taking the majority of the attention in the EV world right now, and rightfully so. If Audi wants a piece of that pie, it’s going to have to knock it out of the park with the Q6 e-tron or else it will look like every other failed competitor.
So the Audi Q6 e-tron could be the car that sends Audi’s reputation into the stratosphere. Or it could be the car that shows that Audi doesn’t have what it takes to play with the big boys on the auto market’s biggest stage.