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Audi boosts A3 Sportback e-tron plug-in hybrid production to 50 a day

Should we try to translate "Damn the torpedoes, full speed ahead" into German? Audi might force us to do that. That's because the German automaker has stepped up production of its new plug-in vehicle – the A3 Sportback e-tron plug-in hybrid – which is never a bad thing. Audi was circulating prototypes of the PHEV as early as 2012 and launched production this summer at a clip of 30 vehicles a day. Now, the company is saying that it's upped that daily production rate to 50. That's not exactly Ford F-150 manufacturing territory, but it's a pretty good sign that more Europeans are clamoring for the plug-in than Audi expected. The A3 E-Tron is priced at about $51,000 in Germany and pairs a 1.4-liter gas-powered engine with an electric motor to produce 204 horsepower and get the car from 0 to 60 miles per hour in less than seven and a half seconds. More impressively, the A3 Sportback e-tron plug-in hybrid can go 30 miles on electricity alone plus another 550 miles on gas power, and gets a Euro-based fuel-economy rating of a monstrous 156 miles per gallon. Check out Audi's press release below and take a look at our drive impressions here. On the line and on time: Production of the Audi A3 Sportback e-tron • First plug-in hybrid model drives off the assembly line in Ingolstadt • Assembly processes integrated into the A3 line • Maximum safety for employees, top quality for customers Production of the Audi A3 Sportback e-tron: Assembly – On the engine and component assembly line, the electric motor and transmission are fitted to the engine. Approximately 50 cars every day, with the same timing and on the same assembly line as the other models: Audi is now ramping up production of the Audi A3 Sportback e-tron*. The premium manufacturer is producing its first plug-in hybrid model at the brand's main plant in Ingolstadt. "We started series production of the Audi A3 Sportback e-tron in the summer," said Dr. Hubert Waltl, Board of Management Member for Production at AUDI AG. "Most of the assembly work is integrated into the A3 line; no separate manufacturing is necessary. That demonstrates the flexibility and efficiency of our production planners and employees." With the Audi A3 Sportback e-tron, Audi is launching the mobility of the future. The compact five-door combines a 1.4 TFSI combustion engine with a 75 kW electric motor, resulting in a total system output of 150 kW (204 horsepower).

Watch Audi R8 give Birth to RS3

In the cold light of reality, it's a fairly dubious proposition to suggest that the Audi RS3 Sportback shares much of a mechanical relationship with an R8. One of them is supercar with a snorting V10 and lithe body, while the other is a still-capable hot hatch with roots lower in the brand's range. However, marketing doesn't necessarily have to sell real life, and Audi's advertisers are nailing the emotional pull of these two models in a spot called Birth. With dramatic music and a sci-fi aesthetic, the R8's V10 roars as the supercar stretches and deforms, and eventually the hot hatch gets plucked from its metallic loins. Regardless of how closely these two models are related, this commercial looks and sounds fantastic. With the US rumored to get the RS3 in sedan form at some point, hopefully we get a tweaked version of this ad.

Audi designs science fiction car for Ender's Game movie [w/video]

Audi is no stranger to product placement in movies, but the upcoming sci-fi adventure movie, Ender's Game, will be the first time the German automaker has ever unveiled a "purely virtual" vehicle design in a movie. As the movie's star car, the futuristic Audi fleet shuttle quattro was created by Audi Design as a "vision for the future world."
This new movie car comes almost 10 years after one of our favorite Audi movie cars ever, the Audi RSQ that was prominently used in the 2004 sci-fi action film, I, Robot. Looking back, the RSQ obviously used cues from the Audi R8, but it's unclear if the fleet shuttle quattro has any design implications for future Audi production models.
The movie, based on the best-selling novel of the same name, stars Harrison Ford and Asa Butterfield, and it premiers in the US on November 1. Audi has provided images of the fleet shuttle quattro, and Summit Entertainment has released its latest trailer for the movie, which is posted below along with an Audi press release.