Audi VP calls e-tron electric initiative “all encompassing”

Audi has been putting out some very exciting electric cars and concepts as of late. In fact, in the span of just six months, Audi rolled out the e-tron SUV, e-tron GT, Q4 e-tron Concept and e-tron Sportback. That’s a pretty big influx of electric vehicles in a short time. According to Audi America VP of product management, Filip Brabec, it’s not done yet. Not even close.

When speaking with InsideEVs at the 2019 Geneva Motor Show, Brabec said that the brand’s electric initiative will be “all encompassing”. What does that mean, exactly?

It means that Audi is going to entering “every segment with fully electric cars that are dedicated, committed, decided, and in development.”

“We’re not stopping with what we’re showing here in Geneva,” Brabec told InsideEVs. “In the short-to medium-term, we have three more electric vehicles in addition to what we’re showing here.”

Audi isn’t just going to make a handful of specific models, a la BMW with its i Division. Instead, Audi is going to be revamping its lineup so that it has an electric vehicle in every possible segment. “It includes the complete portfolio of products from small ones to big ones to medium ones, to SUVs and cars, and everything else.”

That’s exciting news, honestly. That means that we should be getting some exciting new electric cars, including sports cars, affordable cars and possibly even a supercar.

Brabec also feels that the US is better suited to electric cars than Europe. While the charging infrastructure in Europe is slim and the electric car is slower to adapt there, here in the US the market is stronger. So we could even see some cars that Europe doesn’t get. Wouldn’t that be a nice change for once?

There’s not question, though — Audi is pushing hard to become one of the biggest leaders in electric mobility throughout the entire industry.

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.