You might be wondering: Why on Earth would Audi unveil a new concept car with the same name as its previous concept car? We certainly did.
The partially satisfying answer from Audi is that the company intends to develop the E-tron name to a sub-brand, which will be to electric power trains what Quattro is to all-wheel drive. That doesn't exactly explain why the two different concepts would be called the same name.
But it certainly does explain what Oliver Stein, Audi of America's CFO told us. Apparently Audi's long-term plan is to offer an electric version of each of its model line from the upcoming European A1 up to the A8. The electrification of Audi will begin with the limited-edition E-tron sports car, similar to the concept unveiled here.
firstclass says:
04:41 PM, 01/12/10
So E-tron is to Audi as Scion is to Toyota... not sure that Audi needs a sub brand as much as they need to develop brand diversity. What are they going to do in the future when all their cars are electric powered? Just change Audi's name to E-tron?
iancar says:
07:35 PM, 01/12/10
The answer is relatively simple. They first want to come up with an Electric car with a R8 price tag, but unfortunately, the electronic technologies ain't up to the job of consistence and range at the "supercar" acceptable level. Therefore, they shrink the size of the car and hope to bring an E-sport car with a Cayman S price tag instead. Just like Honda's CRZ, all ambition died as all batteries lied.