CEO Stadler says Audi must be dynamic, not green

Audi will not follow BMW in trying to position itself as a green brand, according to company boss Rupert Stadler.

Stadler said that, while Audi will always try to build as efficient vehicles as possible, it would never sell its cars on the back of being a green brand.

"We will stick to our Vorsprung Durch Technik philosophy, not have a catch-all marketing claim such as Efficient Dynamics," said Stadler. "We're convinced in Vorsprung Durch Technik, we're a dynamic, sporty brand but not necessarily positioned as a green brand. That will come about as a matter of course.

"We want to take out weight and want to further diesel and FSI technology. We can still improve fuel consumption. But we will not position Audi as a green car brand - we will fulfil regulations - but we are also an emotional brand."

Stadler also said that Audi wouldn't put an electric car on sale until it was convinced it would give the sort of performance Audi buyers have come to expect. However, he did commit to putting the Audi E-tron into production by 2012, adding that the possibilities of electric power were interesting.

"We have to optimise performance of electric cars," he said. "Performance is part of our emotional appeal, so it’s very important.

"Electric power will also give Quattro more possibilities, such as powering the rear axle like in the A1 concept, or four wheels in motors like the E-tron. In fact, we want to launch a production E-tron in small volumes at the end of 2012."

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Comments
58

7 December 2009

[quote Autocar]"We will stick to our Vorsprung Durch Technik philosophy, not have a catch-all marketing claim such as Efficient Dynamics,"[/quote]

Who says zee germans have no sense of humour???!!

Vorsprung durch technik was a "catch-all marketing claim" introduced in the 70s.

7 December 2009

A very good ethos.

Whether it's true or tactical doesnt really matter. It's the right choice of attitude.

[quote theonlydt]

Who says zee germans have no sense of humour???!!

Vorsprung durch technik was a "catch-all marketing claim" introduced in the 70s.

[/quote]

I dont think he is claiming "vorsprung..". is not a catch all, only that it's not a green catch all like "efficient dynamics".

7 December 2009

[quote Autocar]Stadler said..."but we are also an emotional brand."[/quote] audi? emotional? hahaha. this stadler, he's almost as good value as bad beer.

7 December 2009

[quote DavidMR]Audi? emotional? hahaha.[/quote]

Yes, I feel emotional about some Audis. The Q7, for instance, or the A2. The A3, not so much, but the A4 holds memories; all engendering different emotions. The A5 is another one.

This Mr Stadler is absolutely right to say what he's said. Audis, unlike BMWs, are bought by people who want an Audi badge and like the way Audi do things. If I remember correctly, 'Vorsprung Durch Technik' means 'hopping with technology', and if you look at the comparative history of Audi versus BMW, just look at it. One need do no more.

Saying that a manufacturer is green is like saying that a manufacturer is good, and since both BMW and Audi are good, they're both green. If we follow this logic, the ungreen manufacturers are ones like Chrysler, Tata, Hummer, SsangYong, Land Rover, Qpod, Morgan, Proton and Jeep because they're bad.

Sometimes, even the good manufacturers get things wrong, and turn not green. Mercedes made the A-Class, and Audi made the A2; both ungreen.

Very good manufacturers are Porsche and Volkswagen, so they're probably the greenest so far.

7 December 2009

What the hell are you on about?

7 December 2009

[quote Broom Broom]If I remember correctly, 'Vorsprung Durch Technik' means 'hopping with technology'[/quote]

That would most likely be 'progress through technology'.

At last, even if it might just possibly be purely for cynical marketing appeal with those who - like me- are sick and tired of this green mania, it'st nice to see a manufacturer saying that green isn't more important than making cars reliable and enjoyable. I thought they had all jumped onto the eco-mental bandwagon by now.

Of Stadler he isn't goung to get the ecos all up in arms either, 'cause he says that greenness will come as a result of good technology. Indeed. Maybe it is actually pure marketing after all ..

7 December 2009

Any brand that makes diesels cant claim to be green. The japanese led the way in green until they were bullied into making diesels.

7 December 2009

[quote beachland2]

Any brand that makes diesels practically anything cant claim to be green. The japanese led the way in green until they were bullied into making diesels.

[/quote]

7 December 2009

Seems Rupert forgot to take his medications. Audi and sporty? It doesnt seem so. When a Focus diesel manages to be a better (much more involving) drive than a 200bhp TT (both driven exhaustively) I have to conclude this is not the case. Audi is going down, that is quite clear. They have lost its way and are currently making boring to drive overpriced and not very reliable cars and selling them well because of badge value.

7 December 2009

[quote Broom Broom]If we follow this logic, the ungreen manufacturers are ones like Chrysler, Tata, Hummer, SsangYong, Land Rover, Qpod, Morgan, Proton and Jeep because they're bad.[/quote]

Aren't Morgan cars made out of wood (much greener than plastics or metals), and lightweight which we all know is good for economy and performance. They are also designing the life car (?) which runs on hydrogen or something. From a company that works from a shed in Malvern I say they are doing more for greeness than most! Also they use BMW engines which are efficeint and dynamic!!!

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