Audi President Labels Chevy Volt as a car for "idiots"

[Yperion]

Dr Norbert Reithofer is the Chairman of the Board of Management at BMW AG.

Oh nice , so BMW pays him to make idiotic statements or to run the company?

 

[EnI]

Here comes an official reaction by de Nysschen ...

Facebook: Audi USA News

A note from Johan de Nysschen, President, Audi of America

An online report today, subsequently picked up by various other forums, left an unflattering sense of my feelings toward electric vehicles and the people who support their development. Let me clearly state that, in my opinion, electric vehicles will be part of the future transportation of society – but only if we go about it the right way. In fact, Audi is working on electric vehicles.

I do not specifically recall using the term “car for idiots” during my informal conversation with the writer. It was certainly not my intention to leave the impression that I’m opposed to electrical vehicles, and if I was unclear on either of those points then I need to eat crow.

What I do recall is the essence of my contention, namely that the feasibility of the Chevrolet Volt as a concept is questionable. And that policy decisions – and the industry’s reactions to those decisions – are leading us toward a technology that may sound tempting on the surface, but, as of now, also contains many deep and unsolved economic and technological compromises.

“Mass electrification” of the vehicles on American roads could lead to problems like a strained electric grid. Large-scale utilization of electric vehicles will require massive investment in new power stations that are much cleaner than the ones in use in the U.S. today. Otherwise, it could merely shift greenhouse gas emissions from the tailpipes of cars to the smokestacks of coal-burning utilities. That’s not just my opinion. The California Air Resource Board this past April concluded that electric vehicles presently are second only to hydrogen cars in greenhouse gas impact when measured on a well-to-wheel basis.

Returning to the Volt, my point was simply one of its economic feasibility today. The 50% or so price increase that the Volt represents over a similar gasoline car cannot be offset through the savings from reduced fuel consumption. The only way to offset the extreme premium for the Volt is through taxpayer-funded subsidies. So I question if that makes economic sense.

Does that mean the Volt and other electric vehicles are forever impractical? Of course not.

In recent broadcast interviews, discussions with journalists and meetings with policy makers I have asserted that the future of automotive transportation lies not in any one “silver bullet”, but in a range of technologies that meet different needs – all while lowering emissions and fuel consumption. That includes plug-in electric cars when technological and economic hurdles make them more practical. It includes hybrid vehicles. And it includes clean diesel along with substantially more efficient takes on today’s gasoline internal combustion engines.

Admittedly I am a passionate advocate for the role that clean diesel technology can play in easing this nation’s challenges. Cutting through misperceptions about clean diesel and other technologies can be frustrating. If you’d like to hear my thoughts on these issues, go to a video of my recent remarks at Audi Media Site : Home : Home. Meanwhile, know that we are working toward a more sustainable future.

 

[Ultimate Car Guy]

Oh nice , so BMW pays him to make idiotic statements or to run the company?

If you've bothered to read the interview in the FT, you'll be hard pressed to find any idiotic statements. As i recall, it was the Audi executive who made the idiotic statement and is now, from the article above, retracting his "idiotic" statement.

 

[Mockenrue]

This has been completely blown out of proportion. Good for Johan though for clarifying (although he never should have had to).

 

[EnI]

It's very unwise & inappropriate for a CEO of an Automotive company (or its branch) to call customers of a certain product (that he also about to start selling - eg. Audi hybrid & electric vehicles) idiots and " intellectual elite who want to show what enlightened souls they are”. Especially when you sell your products the the same customer base - the elite.

Very stupid move by the company (& its CEO) who tries to sell "new luxury" to the elite - calling people who buy overpriced green cars an "idiots".

He is a professional, and he should have known any such statement to the representative of the press (even off the record) can backfire.

Perhaps, Mr de Nysschen, new luxury is all about being sustainable & green - and even trying efforts to be so are rewarded. So, no need to be arrogant towards pioneers.

Same case with Apple & iPods when Sony officials were also arrogant, dissing the new stuff - saying only fashion-conscious jet-set would buy that, and the thing would never become a mainstream.

You can dis your rivals, but never dis the customers!

 

[Ultimate Car Guy]

This has been completely blown out of proportion. Good for Johan though for clarifying (although he never should have had to).

I can understand that something like this has been completely blown out of proportion. However, statements like these are taken seriously, and in this day and age, where the internet forums allow news and info to travel spread instantly all over the world, can be subjected to a form of misinterpretation that can only erode the Audi brand.

This de Nysschen should really have learnt from his predecessor Axel Mees, who after only serving as the Preseident of Audi USA for 8 months, was terminated in 2004 after making a criticism of the VW Phaeton.

 

[Human]

Whilst CEO's and politicians can say what they want - if they mean it or not.

I am a lover of V8's and V12's, I am entiteled to!
I wish I was a well known person interantionally only for my statement to surface globally....

'ELECTRIC CARS ARE FOR IDIOTS'!

There I've said it....And I am proud of my statement!

 

[EnI]

There I've said it....And I am proud of my statement!

You can organize a Pride Parade now.

 

[NarutoRamen]

Damage control mode on!!!