Audi Q6 e-tron to drop “Q6” nameplate

We recently saw the Audi Q8 Sport Concept debut at the 2017 Geneva Motor Show but the Q8 isn’t the first electric SUV concept for Audi to debut. Last year, Audi launched its e-tron Quattro Concept, which we later thought would be dubbed the Audi Q6 e-tron during production. However, at Geneva just a week ago, Audi CEO Rupert Stadler spoke about the Q6 and its name.

“E-tron is a very strong brand and you will judge that in five years time,” said Stadler. “In that respect we are the most consistent brand ever. We first communicated e-tron about four or five years ago and we stuck to the concept of e-tron.” said Stadler. We’re curious about the “most consistent brand ever” quote, as there are a few brands that have had their own electric monikers for some time now. But it’s nice to know that Audi’s enthusiastic about its e-tron brand. So much so, in fact, that Stadler wants to drop the “Q6” nameplate from the car.

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“However, I would not like to limit the nomenclature for the first car, because Q6 fixes the price as well as Q8 is fixing a price, and I would like to feel free.”

What Stadler is basically saying is that the Audi e-tron SUV is going to be very expensive. It will likely be more expensive that the Q7 and will probably get quite close to the six-figure mark. Because of that, Audi doesn’t want to be burdened with naming placement in the lineup, as it would be weird if the Q6 was a lot more expensive than the Q7. However, if it’s just called “e-tron”, it can cost as much as Audi wants and be marketed as such.

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While Stadler and Audi have not confirmed that it will just be called the “Audi e-tron”, it’s what’s been implied and something we’ve heard before.

Nico DeMattia

I've been in love with cars since I was a kid, specifically German cars. Now I get to drive them talk about them on the internet.