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Road map E: Audi in the era of electric mobility

Audi is transforming into a provider of electric mobility—a process that involves all areas of the company

Audi is transforming into a provider of electric mobility—a process that involves all areas of the company. After all, the brand with the four rings intends to put more than 30 electrified models on the market by 2025, which constitutes a 40 percent share in sales. In doing so, Audi is consistently pursuing the path of sustainable mobility. Accordingly, the areas of Procurement and Production are also aligning themselves more strongly with sustainability-related criteria. The skills and experiences from the development and production of the Audi e-tron* will be incorporated into the upcoming projects for the all-electric models. The activities are flanked by comprehensive training and development concepts.

Consistently electric

Audi is becoming a provider of integrated, carbon-neutral premium mobility with the goal of taking the leadership role in the competition. To this end, the manufacturer is accelerating its electrification road map and company-wide decarbonization. By 2025, the carbon footprint of the vehicle fleet across the entire life cycle is to be reduced by 30 percent as compared to 2015. In the future, the return on investment as the central financial control parameter will also show the CO2 performance of the four rings, with sustainable management helping to increase it to more than 21 percent.

In the context of the Volkswagen Group’s consistent focus on electric mobility, the four rings are taking a targeted approach to aligning their drive portfolio with the specific requirement profiles of premium customers. With a considerable portion of large vehicle segments, the corresponding power requirements and frequent use for long-distance journeys, Audi is relying on plug-in hybrid drives in addition to all-electric vehicles.

Consistently customer

Modern premium customers are increasingly placing their focus on sustainable mobility. It is therefore a consistent step to make electric mobility one of the central cornerstones of the new brand strategy. Audi will reserve 50 percent of its marketing budget for topics relating to electric mobility in the future. The company aims to provide its customers with a stronger emotional experience with the new drive type, dispel any reservations and spark enthusiasm. The company podcast “The Future Is Electric,” which is now already on its second season and recently won the “World Media Award” in the “Automotive” category, is a successful example of this approach. Audi also started a new chapter for the market launch of the e-tron* at the beginning of 2019 with a walk-on meteorite at Munich Airport. Visitors had the opportunity to spontaneously experience the new model and the Audi brand on more than 20,000 test drives.

The brand’s trade partners all over the world are crucial ambassadors of the new technology. In order to get their businesses ready for the e-tron*, the dealers have already been installing the suitable charging infrastructure for many months. Audi has trained more than 9,500 international dealership employees for the market introduction of the Audi e-tron*. In order to ensure optimum service, the brand with the four rings is relying on innovative virtual reality (VR) technology: Service technicians in more than 40 markets are using a specially developed VR training course to familiarize themselves with the details of the high-voltage battery in the Audi e-tron*.

Aside from the product itself, experiencing the brand is becoming increasingly important for premium customers. This applies for electrified models in particular, as the ecosystem of the vehicle plays a decisive role here. The company is therefore offering its customers the Audi e-tron Charging Service. It provides access to around 80 percent of all charging stations in Europe—more than 110,000 public charging points in 20 EU countries that are operated by 220 providers. Whether AC or DC, 11 kW or 150 kW—a single card is all customers need to start the charging process. Billing is automatic via the user account. With the new Plug & Charge function that will be released shortly, the Audi e-tron* authorizes itself at the charging terminal via cryptographic processes automatically and activates it.

To charge their vehicles at home, Audi customers can supply their homes and garages with “Volkswagen Naturstrom”, which is generated from 100% renewable energy sources. If desired, the local Audi service partner will send an electrician to check the power supply in the customer’s garage and install a charging connection.

The optional charging system connect, which can fully charge the battery of the Audi e-tron* in just over four hours, provides intelligent functions in connection with a home energy management system: The Audi e-tron* can be charged with the maximum power available while taking the needs of other consumers in the household into consideration to avoid overloading the power supply of the home. Customers can also define individual priorities, such as charging when electricity is less expensive. If the home is equipped with a photovoltaic system, the car can be charged primarily using the electricity generated by the system, and the charging management even considers forecast phases of sunshine.

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