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

[Shining Star]

The upcoming Chevrolet Volt may promise a 230 mpg city rating, but not everyone in the automotive community is convinced the buying public is ready for a $40,000 electric car. Not surprisingly, Audi president Johan de Nysschen – an avid diesel supporter – is dubious of the Volt, even going as far as to call it a “car for idiots”.

de Nysschen’s biggest gripe with the Volt is its estimated $40,000 price tag. Although that price competes with mid-size luxury sedans, de Nysschen points out that the car itself is more in line with $25,000 competition. As such, the Volt might struggle to find buyers.
“No one is going to pay a $15,000 premium for a car that competes with a (Toyota) Corolla,” de Nysschen told MSN. “So there are not enough idiots who will buy it.”
de Nysschen admits plug-in hybrids have an advantage over diesel in stop-and-go driving, but feels the majority of hybrid buyers are still trying to make a statement. “They’re for the intellectual elite who want to show what enlightened souls they are,” he added.
Although Audi has some hybrid vehicles on the way, the German automaker will rely heavily on its diesel technology to increase fuel economy and reduce overall emissions. Compared to standard gas engines, Audi’s diesel consume 25 percent less fuel and emit up to 35 percent fewer Co2 emissions – all while saving costs over a typical hybrid system.
In the end, de Nysschen predicts the Volt will be a sales flop, with the government intervening – once again – to keep the program afloat.

http://www.leftlanenews.com/audi-president-labels-chevrolet-volt-as-a-car-for-idiots.html

 

[EnI]

Years ago VW officials also dis Toyota, and their hybrid cars ... Saying Toyota was offering not-ready-cars to the customers etc.

And reality check: today Toyota is perceived as a leader in automotive hybrid green-tech. And VW - known for the ridiculous fight with Porsche regarding takeover / merger.

Sometimes marketing power > engineering power.


Although I agree some more upscale car would be more appropriate for this tech right now. But if Prius have succeeded so can Volt.

 

[Wolfgang]

That's a mistake by Audi’s president of North America Johan de Nysschen.

Audi North America President Say’ Chevy Volt is a ‘Car For Idiots” | GM-VOLT : Chevy Volt Electric Car Site

 

[Poverty]

Years ago VW officials also dis Toyota, and their hybrid cars ... Saying Toyota was offering not-ready-cars to the customers etc.

And reality check: today Toyota is perceived as a leader in automotive hybrid green-tech. And VW - known for the ridiculous fight with Porsche regarding takeover / merger.

Sometimes marketing power > engineering power.


Although I agree some more upscale car would be more appropriate for this tech right now. But if Prius have succeeded so can Volt.

What BMW M is best known for

 

[ateekt]

Indeed a lame statement! Volt does makes sense & Imo, it will do good! No matter, if it only sells in U.S!

Now, my question to Mr.President about their next (hot launch) idea... what's an electric R8 for?

 

[EnI]

What BMW M is best known for

Today - when average & ignorant people have enough money & buying power to purchase various things - is the golden era of marketing - namely advertising, promotion & PR. Since people are buying stories, and perception - image, not pure real facts.

Sure the discrepancy between told & seen can't be to large - since people are stupid but not that much.

Therefore some brand image (built via average but usable product, but mostly via marketing activities) can overcome the material facts of the rival product w/o such brand image cache.

With good marketing & publicity (with a much help of media) a hierarchy of brand image can be created ... regardless of product characteristics.

Since many times can happen some no-logo product is better than the similar product of known & respected brand. But since the marketing & sales machine behind the brand is so huge, the no-logo product has no chance.

Sometimes perception is all that matters, unfortunately. And Audi should be aware that very much. Did they forget how their image was trashed in US market after that news about Audi cars deliberately accelerating & crashing?

And again: Audi's R8 ElectricPower for $150k would be a better choice for idiots, or even non-idiots.

 

[Merc1]

Wow, what a poor choice of words. He had better hope there is no consumer backlash against Audi from U.S. consumers. Then again, most consumers won't ever know he said this.

Is he an idiot for not selling the RS6, TT-RS and A5/S5 Sportback in the U.S.?


M

 

[HighestOfHigh]

Audi President should be punched in the mouth 230 times for a statement like that.

The Chevy Volt is way overpriced, but it is a remarkable try by Chevy. Until Audi has a lower priced hybrid then they (he) needs to keep his mouth SHUT.

 

[Kowalski]

That was a poor choice of word.

 

[EnI]

Then again, most consumers won't ever know he said this.

Be sure even GM or the rivals (namely Lexus) will make this statement VERY visible ...

I'm sure Audi PR is in overdrive ... preparing some damage control already. Expect some PR statement Mr. President was "misquoted" etc

 

[klier]

^ Can it be anything else but a misquote? Someone in that position will probably not say such a thing?

 

[EnI]

Here's the original article: Audi President Has Verbal Jolt for Volt - MSN Autos

And the news is hitting automotive news media around the globe. Ouch.

Much secondary exposure for Chevy (Volt) ... and Audi. You can guess which brand will get positive & which negative reactions.

 

[Sunny]

Maybe he took a page out of your book, Eni - "Any publicity is good publicity" - especially with the electric R8 around the corner.

 

[Merc1]

Be sure even GM or the rivals (namely Lexus) will make this statement VERY visible ...

I'm sure Audi PR is in overdrive ... preparing some damage control already. Expect some PR statement Mr. President was "misquoted" etc

I'm sure they are. Audi can't afford any backlash in the U.S. they're already way behind BMW/Mercedes in perception/sales etc. This doesn't help.


M

 

[SCOTT27]

These Tit for Tats are becoming almost frequent. I wonder if this is the same person that dismissed BMW's "Efficient Dynamics" strategy as simply a marketing gimmick after BMW won praise and awards from environmental groups to which someone in BMW responded "Where are your car's" .
To which they replied they are coming but BMW was already ahead.

And more recently Norbert Reithofers comment regarding premium manufacturers being BMW and Mercedes-Benz only.

 

[NarutoRamen]

I think it's quite idiotic for him to say something this retarded considering GM has a fleet of Hybrid vehicles and yet Audi ain't got sh!t.

I think the correct response to this dumbass is: Put up or shut up.

 

[Merc1]

Audi has a history of big mouth execs it seems. Wasn't it an Audi exec that said he wouldn't or doesn't see why anyone would buy a VW Pheaton?


M

 

[SCOTT27]

Audi has a history of big mouth execs it seems. Wasn't it an Audi exec that said he wouldn't or does see why anyone would buy a VW Pheaton?

Apparently they still have not found his body.

 

[Yperion]

And more recently Norbert Reithofers comment regarding premium manufacturers being BMW and Mercedes-Benz only.

And who is Norbert Reithofers? And why should someone care what a guy name "Norbert" says?

PS. Apart from Audi he also forgot Porsche , RR , Bentley ect.

 

[Ultimate Car Guy]

And who is Norbert Reithofers? And why should someone care what a guy name "Norbert" says?

PS. Apart from Audi he also forgot Porsche , RR , Bentley ect.

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

Porsche and Bentley aren't independent manufaturers- they're now owned by VW. RR is owned by BMW.