Rumormill: Audi cancels A2 Electric and A1 e-tron Plug-In Hybrid

[Giannis]

Recent reports from various online media suggest that Audi has cancelled the development of the A2 Electric and the A1 e-tron Plug-In Hybrid models. Originally scheduled for market introduction in 2015, the Audi A2 was expected to cost around 40.000€, designed as a competitor to BMW's i3 electric car. The A1 e-tron was even further in development, with a prototype fleet already out in the streets of Europe.



The most important reason behind Audi's desicion is the limited commercial viability of the e-tron project. Despite we have currently no information about the fate of the R8 e-tron, the slow sales of the already on-sale electric and hybrid electric cars in Europe, like the Nissan Leaf and the Mitshubishi i-MiEV, suggest that the profit margins would be tiny, if any at all. Also, BMW has taken a very aggressive approach to the hybrid/electric car issue, since the joint venture with the SGL Group and the announcement of a CFRP monocoque chassis for both the i3 and i8.

What remains to be seen is whether there the project of a hybrid-electric supercar is still viable. All three big german car manufacturers have previewed an electric supercar prototype, more specifically Audi's R8 e-tron, BMW's i8 and MB's SLS E-Cell, but we are still at a very early stage of product development.

Source: Car Magazine via MotorTrend

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[Centurion]

The reason behind the poor sales of the Mitshubishi i-MiEV, Nissan Leaf and Volt are plain ans simple: The cars are terrible ugly. When will manufacturers get that the public want electric cars that blend in and resemble any normal car, and not some four door monster that could have been penned by Homer Simpsons. A plug-in A1 or A3 is what what tickle consumer wallets.

 

[Deckhook]

Everyone knows my whole opinion of electric/hybrid cars so there is no point in repeating here also other than I would say all eyes are on BMW's success with the i range to see if it's worth pursuing.

 

[Centurion]

BMW's success with the i range to see if it's worth pursuing.

That will be one that everyone will watch like hawks and it could be the case that BMW are the only ones who would get it, or perhaps be another manufacturer that loses the plot by not bringing to market the right type of plug-in car of the right size and at the right price.

 

[Deckhook]

^Price being the appropriate word. These cars really need to appeal to more normal folk before their success can be classed as groundbreaking and frankly £35k just doesn't cut it and this is before you even start to look at their range and charging times.

P.S.
To be perfectly honest I am surprised that no one has thought of development this technology from use in wedding and funeral motors where quietness and crawling pace are paramount.

 

[Centurion]

^Price being the appropriate word. These cars really need to appeal to more normal folk before their success can be classed as groundbreaking and frankly £35k just doesn't cut it and this is before you even start to look at their range and charging times.

That's my point too. If you can spend that much on a car then saving a few quid a week on petrol isn't one of your problems since you probably spend £25 a week on overpriced mango and passion fruit frappuccinos at Starbucks. It's in small cars like the A2 and A1 in which hybrid technology best serves its purpose.

 

[EnI]

BMW i is not just about a car, new design concept (LifeDrive), new styling, new sub-brand, electric drive / plug-in-hybrid drive etc, new ConnectedDrive features etc. It's also about new & innovative approach to marketing & sales.

With BMW i also some new & innovative marketing & sales concepts will be introduced. So when it comes to BMW i, BMW are not relying on already established marketing & sales solutions only. BMW find such solutions not sufficient for the BMW i brand.

It's not like BMW i3/i8 will be just two new models for sale in BMW dealer network. It goes far beyond that!

BMW is going sort of Apple with BMW i when it comes to marketing & sales. That's why they are a bit more confident in BMW i success ... In that gives them hope BMW i will be more a sales success than a Nissan, Mitsubishi or Chevy/Opel electric car.

It's a not about the car only, it's also about the brand, and the whole concept & experience. It's a holistic marketing & sales approach nobody has done it before in this particular field. That's also why they introduced additional BMW i sub-brand, and not the i-series - just another new BMW series (like eg. X or Z or 1er, 6er etc).

That's the plan ... We shall wait & see how/if it works out. I hope they succeed.

 

[Deckhook]

^So what you are saying is with the i brand you will be buying into a whole way of life. lol

We will see if this approach works, though I still think premium pricing isn't how elec/hybrid technology will capture the imagination of the masses. But then again this really needs to be kept very much a niche product because everything from the technology right to how and where you charge them isn't anywhere near ready to be rolled out to the masses.

 

[Centurion]

BMW i is not just about a car, new design concept (LifeDrive), new styling, new sub-brand, electric drive / plug-in-hybrid drive etc, new ConnectedDrive features etc. It's also about new & innovative approach to marketing & sales.

With BMW i also some new & innovative marketing & sales concepts will be introduced. So when it comes to BMW i, BMW are not relying on already established marketing & sales solutions only. BMW find such solutions not sufficient for the BMW i brand.

It's not like BMW i3/i8 will be just two new models for sale in BMW dealer network. It goes far beyond that!

BMW is going sort of Apple with BMW i when it comes to marketing & sales. That's why they are a bit more confident in BMW i success ... In that gives them hope BMW i will be more a sales success than a Nissan, Mitsubishi or Chevy/Opel electric car.

It's a not about the car only, it's also about the brand, and the whole concept & experience. It's a holistic marketing & sales approach nobody has done it before in this particular field. That's also why they introduced additional BMW i sub-brand, and not the i-series - just another new BMW series (like eg. X or Z or 1er, 6er etc).

That's the plan ... We shall wait & see how/if it works out. I hope they succeed.

And that perhaps is too much. Hybrids and elect cars have been over marketed and overdesigned. Tesla will be one to watch because the Model S looks just like any other car, it could even be mistaken for a Jaguar and that's fantastic, no fuzzy design materials or Alien designs like the Nissan Leaf, just a gorgeous car that drives on electricity instead of petrol.

Simple and good recipe.

 

[Wolfgang]

Simple and good recipe.

First model s owner.

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[Centurion]

The dashboard screen is bonkers.

 

[Deckhook]

^I'm willing to bet if it can be turned off the range will double. lol

 

[EnI]

^So what you are saying is with the i brand you will be buying into a whole way of life.

Perhaps.

The first demo BMW i Store is to be opened in London.

 

[Deckhook]

^I have read it in detail and hope the brand is a success for them but at the moment I feel the world nor the technology is truly ready for it and I reckon it will be an uphill struggle for sales.

I feel that all e-cars should have a small slave petrol/diesel engine to run the electric motors if and when the batteries are depelted, at this point you simply call to a fuel station and top up to get you home.

 

[JHF]

The Audi A2 Canceled.

http://www.autocar.co.uk/car-news/new-cars/audi-a2-axed

 

[Tumbo]

Seems that Audi is just talking bullsh*t with all these e-tron models. So much talk, and no action. Only German premium carmaker taking things to action, is BMW with their I-models. I'm sick of this e-tron talk. Nothing happens!

 

[JHF]

Seems that Audi is just talking bullsh*t with all these e-tron models. So much talk, and no action. Only German premium carmaker taking things to action, is BMW with their I-models. I'm sick of this e-tron talk. Nothing happens!

Agreed, but maybe there is one thing, innovation thing, maybe Audi want build better technic(what we has see it in e-trons, electric-turbos, etc), just it has make after and before that. I think Audi has big plans for future, and that's why it has canceled many models.

 

[Giannis]

Seems that Audi is just talking bullsh*t with all these e-tron models. So much talk, and no action. Only German premium carmaker taking things to action, is BMW with their I-models. I'm sick of this e-tron talk. Nothing happens!

I believe that this is a marketing war, a war of who will has his name in the latest news about electric vehicles more. BMW played the game agressively, spending a lot of cash on this project, and they actually produced a few concepts, but they are still years from production. It's just hype and creative marketing.

So is the case with Audi, only this time it's VAG's cash and structure behind this. Maybe the e-tron line-up was cancelled because VAG doesn't see this as a financially viable project, or who knows what. Truth to be told, though, it would be very strange if VAG didn't know what they are doing.

Agreed, but maybe there is one thing, innovation thing, maybe Audi want build better technic(what we has see it in e-trons, electric-turbos, etc), just it has make after and before that. I think Audi has big plans for future, and that's why it has canceled many models.

With all due respect, this doesn't make sense.

 

[JHF]

I believe that this is a marketing war, a war of who will has his name in the latest news about electric vehicles more. BMW played the game agressively, spending a lot of cash on this project, and they actually produced a few concepts, but they are still years from production. It's just hype and creative marketing.

So is the case with Audi, only this time it's VAG's cash and structure behind this. Maybe the e-tron line-up was cancelled because VAG doesn't see this as a financially viable project, or who knows what. Truth to be told, though, it would be very strange if VAG didn't know what they are doing.



With all due respect, this doesn't make sense.

Maybe you are right

 

[EnI]

Agreed, but maybe there is one thing, innovation thing, maybe Audi want build better technic(what we has see it in e-trons, electric-turbos, etc), just it has make after and before that. I think Audi has big plans for future, and that's why it has canceled many models.

^ With such an attitude nobody would ever build nothing. Since level of (new) tech is never optimal.

But perhaps that the reason after all ... Eg. BMW resistance to go turbo until resolving all the turbo-related issues. And eg. BMW resilience to use cylinder deactivation in their engines etc. Therefore the delay in new tech introduction. Time is needed & more money poured in to find better & optimal solutions.

Perhaps Audi has the same issue with EVs. Perhaps. But highly unlikely - especially after such zealous announcements regarding EV program & all the prototypes premiered.

I guess the more probable reason is the lack of solid EV strategy within VAG. And until the strategy is set, Audi has to wait. No solitary actions. The developed EV platforms will have to be compatible with other VAG brands & models. I have a feeling AUDI EV delay is a consequence of being a part of bigger VAG family.

It was the same thing with A3 new Mk (and Skoda Octavia as well) - which was delayed due to new VAG modular MQB platform being developed. And I guess it's the same with EVs.

And since economy brand EVs aren't selling well - since today EV is still more a premium product - VAG is being a bit more careful regarding EV program. Just like the other carmakers of economy (non-premium) brands. The delay is already there, and investments would have to be huge to catch the rivals.

BMW AG is independent, and have a clear EV strategy, and they are implementing it. Yes, it's a risk ... perhaps it will be a total flop. But selling EVs under premium brand, focused on megacities, selling cars via internet, selling it to car-sharing companies etc may actually work. A lot of marketing research has been done in this field by BMW, so they have a solid ground for such a move regarding EV. Not to mention their world leading automotive CFRP mass production - unprecedented in automotive world.

I would like to see Audi & Porsche to offer EVs, but it's possible VAG would delay or even temporarily kill EV program - and only offer plug-in hybrids instead.

Daimler ... they depend much on Renault-Nissan EV plans. And R-N are already canceling some EV models due to extremely poor sales of the existing ones. In the end Daimler will have to restart its own EV program again - losing much time & being forced to invest A LOT to catch BMW. And BMW collaborating with Toyota on energy management in hybrid & EV vehicles could give BMW an additional boost.

The only solution for Daimler & perhaps even VAG or for or KIA/Hyundai etc will be to eg. acquire Tesla - a premium EV brand, with great EV brand cachet & great EV know-how. IMO there will a total bidding war for Tesla in the following years sometimes!



@Giannis

BMW EVs are almost here. i3 will be launched later this year, and i8 next year.