We all know about the diesel issue that Audi is currently dealing with. We’ve talked about it ad nauseam, so we won’t get into the details here. But Audi is currently amidst a massive diesel scandal. This scandal has left journalists and experts claiming that diesel is dead in America and will likely be phased out within the net decade or so. However, Audi tends to feel otherwise, that there will still be market for diesel in America.
“I think there’s a future, that’s point number one,” said Scott Keogh, president of Audi USA, at the NAIAS. “We’ve got to get the cars out there fixed, and we will get them fixed. We’ve got to make it right by the customers and right by the dealers. But I do see a market for cars that have a lot of torque and a lot of range, although I think it will be significantly stronger for SUVs than it is for passenger cars.” He points to fuel prices and range as the two main reasons why diesel might stay.
“Look at fuel prices and TDI mixes across the board have come significantly down,” he said. “I think the other thing driving them down is the unknown factor [of the emissions scandal], and we have to get that clarified, fix the cars, and get them back on the road . . . But long-term I do see a market for diesel, particularly SUVs. I don’t see fuel prices [remaining at] $2 or $2.30 a gallon. The price will rise again.”
We recently spoke about how Audi is making all of the right moves to regain its reputation, by creating new alternative fuel vehicles like the upcoming e-tron and h-tron Quattro Concepts. This might be the perfect path to take to regain the US customers’ trust and get people buying diesel again in the US. If Audi is this new green company, creating new alternative fuel vehicles, then maybe its diesels are trustworthy again. At least that’s the idea. Hopefully it works so we can keep getting Audi’s great diesels.