Audi green brand not certain for UK
03 June 2008
Author: Rupert Saunders
Plans for Audi to launch a low emissions sub-brand are still "under discussion" despite the high profile of BMW's Efficient Dynamics technology and the commercial success of VW Bluemotion and Ford Econetic.
To date, Audi has launched a 'e' version of the A3 1.9 TDI, with emissions of 119g/km, and shown a concept version of an A4 e which would achieve 129g/km. But no decision has been taken on production.
"The order bank for A3e has been substantial; bigger than we thought," admitted Henry Williams, A4 brand manager. "There is a lot of investment going into better efficiency and it is possible that 'e' models will be part of that, but no decisions have been taken yet."
One reason for the reticence is that Audi already has a three to four month wait list on new cars, depending on model, with 30,000 orders currently in the bank. Another is thought to be a reluctance to compromise on the sporting nature of the brand.