Audi should be commended for its efforts into electrification as of late. While the four-ringed brand got off to a slow start, having only put out the A3 e-tron Sportback hybrid while other brands were debuting fully-electric cars, it’s on a roll now. Audi has put out two fully-electric vehicles in two years and will be revealing two more by this year’s end. However, it’s next one needs to be the size of an Audi A4.
At the moment, the majority of Audi’s e-tron models are SUVs. We have the standard e-tron and the e-tron Sportback, which are already on sale. Then, there’s the coming Audi Q4 e-tron, which will debut later this year and be a small electric crossover.
Admittedly, there’s going to be the Audi e-tron GT, a four-door super sedan like the Porsche Taycan, but that’s going to cost over $100,000 and will be only for a handful of customers that can afford it. In fact, all of Audi’e e-tron models are too expensive, with the e-tron SUV and e-tron Sportback both costing on the wrong side of $70,000 to start.
What Audi needs next is something small, affordable and easy to drive everyday. There’s a reason why the Tesla Model 3 instantly became a huge success for the Silicon Valley-based brand — it’s the right size and shape and sits in the right price bracket. Audi needs its own Model 3, an affordable, entry-level electric sedan for under $40,000.
To be fair, we actually understand Audi’s higher-priced models. Developing electric cars, chassis and powertrains is expensive. Very expensive. So Audi needs to make a lot of profit on its earlier cars so it can not only justify building them but also to continue to develop new ones.
However, the time is soon approaching for Audi to start coming out with something more affordable and more realistic for most customers. Even just an electrified version of the next A4. An Audi A4 e-tron, for instance…
We’re sure that Audi has plans for such cars in the works, with designs and development years in advance. That’s just how automakers work. However, we hope that one of those more affordable electric designs, preferably an A4-sized sedan, makes it to market sooner than later because Audi is starting to lose momentum among EV customers who can’t afford something that creeps dangerously close to $80,000.