Prof. Dr. Ulrich Hackenberg, Member of the Board of Management of AUDI AG for Technical Development
Los Angeles, 2013-11-20
Speech Los Angeles Auto Show 2013 - Press Conference
Ladies and gentlemen,
the variety of the Audi A3 family is a perfect example for what we are able to achieve – thanks to our modular strategy. This concept is one of our unique selling propositions. It’s a way to standardize manufacturing processes across all model families. In particular, the modular transversal matrix and the modular longitudinal matrix support the effective and flexible roll-out of new models. And even more: Our modular strategy supports innovative technologies.
At Audi, we have a strong legacy of innovation. Audi is THE premium brand worldwide that has truly incorporated this value. It’s our brand DNA. Innovation leadership, customer focus and best-in-class efficiency are key values of Audi. And this is what I would like to talk about today: The innovation focus of Audi.
What do people expect from alternative drive systems? Emission-free driving should be possible in urban contexts and battery charging needs to be quick and easy. These cars need to support peoples’ everyday mobility while long-distance or vacation trips shouldn’t be a problem. And most important: Cars with alternative drive systems need to be affordable and cost-effective.
The Audi A3 e-tron you see here on stage, is THE benchmark on our way to sustained mobility. The A3 e-tron is part of a greater system solution. It brings alternative drive concepts to the streets of the world. In urban settings and stop-and-go traffic situations – like here in Los Angeles – you simply switch to the electric mode and drive with zero emissions.
Outside the city, you may use the powerful combustion engine for unlimited mobility. This is exactly the level of flexibility our customers are looking for.
Among the unique selling propositions of the Audi A3 e-tron plug-in hybrid, we also rank its best-in-class performance, its sporty and dynamic handling and its top quality and premium fitting. In other words: Alternative drive-technologies at Audi adhere exactly to the same performance and comfort level as customers expect from every Audi.
The US is the world’s biggest market for electric vehicles and we are very confident the A3-etron will make its way on your streets. US market introduction of the A3 e-tron is planned for early 2015.
Personally, I am 100 percent committed to the core brand value of Audi: “Vorsprung durch Technik”. So is my team worldwide. And so, you will see a great variety of fascinating products in the future – all of them based on high-tech combustion engines and alternative drive systems. Each of them will be a true Audi: very sporty and emotional, very best quality – and each of them highly efficient and sustainable.
This is the promise of Audi. This is the future of mobility.
Thank you very much.