2011 Audi R8 Base Coupe 2-door 5.2l on 2040-cars

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Audi looking for Tesla-style, non-traditional way to sell EVs

As part of Audi's notable EV emphasis at the Los Angeles Auto Show last week, there was a bit of a secondary discussion on just how the automaker might get to the point where 25 percent of all of its sales would be electric vehicles. After all, no major automaker has figured out how to crack into the double-digit percentage of plug-in vehicle sales. The problem might be, as The New York Times noted recently, that traditional dealerships just don't know how to sell EVs. While no one at Audi was saying that the automaker is going to open up its own EV stores, like Tesla has, but two Audi of America executives were certainly warm to a different style of how an automaker can encourage EV sales. Filip Brabec, AoA's director of product management, said that Audi is at least considering making changes, including some sort of different dealership experience and perhaps a new kind of test drive. "The traditional automotive approach is not necessarily working," Brabec said. "A lot of it has to do with the complexity of the product and the complexity of the offer and it's difficult, I think, to bring that into a classical dealership and sort of treat is as another car and off we go. I think there needs to be some differences in how we go in the future." AoA president Scott Keogh said that Tesla has shown the rest of the industry how to make selling EVs a complete experience. It's not just about the car, he acknowledged. "I think we have to give Tesla credit where it's deserved," he said. "I think the charging network, at least from a public relations point of view, is quite strong and that's definitely added to the message." So many automakers want to have that, "Tesla fighter," as we've heard over and over recently, but Keogh hinted that Audi could do a better job than Tesla is doing today. "I think they've done a good job of looking at the full package. I think we have some resources and the network and everything else that we can put a fuller package together." The most important part is getting people into the cars, Brabec said. "I think exposing consumers to EVs, letting them experience EVs is another big aspect, and probably different than we have today, because test driving a car today is a very conventional thing. It's probably not going to be as conventional with EVs, particularly if you've never been in one before." We can't wait.

Refreshed 2015 Audi A8 starts at $77,400*

Audi definitely made the US wait for the refreshed 2015 A8 and S8. The updated models were first unveiled last summer, but it has taken until June for the revised flagship sedan to reach dealers here.
The refreshed A8 line doesn't come cheap, though. Prices are up $2,000 or more over the 2014 model year. The basic 3.0T model goes for $77,400 or $81,400 for the long wheelbase version. The long wheelbase TDI is $85,100. The standard 4.0T model asks $86,400 or $90,400 for the longer one. An S8 sets back buyers $114,900, and the full bore A8L W12 is $137,900. All of these prices exclude destination (which was $895 last year and now stands at $925, according to Audi representative Mark Dahncke).
To make the wait worth it, Audi is packing the sedan with new technology and given it the slightest restyle. All models of the luxurious vehicle now come standard with full LED headlights. The 2015 model also benefits from electromechanical steering, available variable ratio steering and active lane assist. The night vision system is also updated to detect animals and alert the driver. Mechanically, there are some tiny tweaks as well. The 4.0T V8 is boosted to 435 horsepower, compared to 420 hp previously, and the 6.3-liter W12 now has cylinder deactivation.

2014 Audi S3 Cabriolet

Drivers are either droptop people or they're not. As most usually aren't - at least as far as the willingness to buy one is concerned - all convertibles tend to remain strictly niche cars. Thus, automakers must ask a noticeably higher price for them.
The Audi S3 Cabriolet is about as niche as you can get in the open daylight of mainstream automaking. Of course, the S3 cab doesn't really need to sell in big volumes; it exists because it's an easy and not too costly bit of flair for the company. In the US, this model would probably base out at around $44,000 if it were to join our fleet, which is problematic, as I'll soon explore.
In what may be a sign that Audi is essentially okay with all this, it had me up to central Sweden to twist around on the snow and ice in the open S3. The grounds ended up offering precious little ice and snow, so I drove the two-door ragtop on dusty, thawing Scandinavian roads. This was a blessing really, since ice driving in a cabrio - even a Quattro one - doesn't really reveal much of anything about such a car in its typical day-to-day life.