There's room for a model under the A3, too. Europeans can buy Audi’s compact A1 model, though this first-generation machine wasn’t developed for sale in North America. The second generation A1 should be.
“The decision not to bring the current A1 to North America was made about 4 years ago” said Schwarzenbauer. “Now, things are different. If the decision was made today, it might be a different story. North America may be ready for a small Audi, now”. He stressed that the decision to sell a new model in a new market isn’t an easy or inexpensive one, nor one that happens overnight.
The A1 would likely be a hit here, given that the Audi customer is characterized as a bit younger, more progressive and future-oriented than average. Other plans include a four-cylinder turbocharged engine for the Q5 crossover, and the launch of the A5 and S5 cabriolet, which is set for this fall.
Audi’s rollout of new vehicles will include a rollout of new technologies, too. Though electric hybrid cars won’t make up any serious sales volume in the foreseeable future, Audi has at least one in the pipeline—namely the Q5 hybrid crossover. Set for a 2011 launch, models like it give customers more fuel-saving options while helping automakers to lower their fleet fuel-consumption averages.
Ditto for diesel. It’s always been a tough sell on this side of the pond, but Schwarzenbauer and Sander think that products like the Q7 TDI could one day achieve 20 or 30 percent market penetration here.
“There's a huge opportunity for diesel in Canada, which is a more European-like market than the US when it comes to acceptance of the diesel engine” said Schwarzenbauer. “Not as much convincing is required to let Canadian shoppers know diesel is not noisy, stinky and dirty”.
With all the talk of diesels and hybrids, it’s important to recognize that gasoline power is far from taking a back-seat. Notable reductions have been made with current direct-injection and forced induction technologies, and there’s even more efficiency on the horizon.
Schwarzenbauer explains “we have activities in place that should stand to reduce gas-engine fuel consumption by 20 percent by 2015. It's very possible, but the engine itself isn't the only answer—because efficiency comes as part of a package”. Other initiatives on the fuel-saving front will include more extensive use of lightweight parts and advanced transmission technology.
So, why all the aggressive pushing forward when so manufacturers are cutting back?
According to Schwarzenbauer, the answer is simple. “Our long-term goal is to become the most successful and attractive premium brand in the world”.
photo:Audi and Charles Renny
“The decision not to bring the current A1 to North America was made about 4 years ago” said Schwarzenbauer. “Now, things are different. If the decision was made today, it might be a different story. North America may be ready for a small Audi, now”. He stressed that the decision to sell a new model in a new market isn’t an easy or inexpensive one, nor one that happens overnight.
The A1 would likely be a hit here, given that the Audi customer is characterized as a bit younger, more progressive and future-oriented than average. Other plans include a four-cylinder turbocharged engine for the Q5 crossover, and the launch of the A5 and S5 cabriolet, which is set for this fall.
Audi’s rollout of new vehicles will include a rollout of new technologies, too. Though electric hybrid cars won’t make up any serious sales volume in the foreseeable future, Audi has at least one in the pipeline—namely the Q5 hybrid crossover. Set for a 2011 launch, models like it give customers more fuel-saving options while helping automakers to lower their fleet fuel-consumption averages.
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| 2009 Audi Q7 TDI |
Ditto for diesel. It’s always been a tough sell on this side of the pond, but Schwarzenbauer and Sander think that products like the Q7 TDI could one day achieve 20 or 30 percent market penetration here.
“There's a huge opportunity for diesel in Canada, which is a more European-like market than the US when it comes to acceptance of the diesel engine” said Schwarzenbauer. “Not as much convincing is required to let Canadian shoppers know diesel is not noisy, stinky and dirty”.
With all the talk of diesels and hybrids, it’s important to recognize that gasoline power is far from taking a back-seat. Notable reductions have been made with current direct-injection and forced induction technologies, and there’s even more efficiency on the horizon.
Schwarzenbauer explains “we have activities in place that should stand to reduce gas-engine fuel consumption by 20 percent by 2015. It's very possible, but the engine itself isn't the only answer—because efficiency comes as part of a package”. Other initiatives on the fuel-saving front will include more extensive use of lightweight parts and advanced transmission technology.
So, why all the aggressive pushing forward when so manufacturers are cutting back?
According to Schwarzenbauer, the answer is simple. “Our long-term goal is to become the most successful and attractive premium brand in the world”.
photo:Audi and Charles Renny