• Audi e-Tron Quattro

News: Audi e-Tron Swarms the Streets of Geneva

All-electric SUV Gets Social Media Launch

The newest e-Tron (joining the A3 e-Tron plug-in hybrid) is Audi’s first purely electric vehicle, which the company is showing it off in a unique way. Before it was shown at the Geneva Motor Show, nearly 250 of the prototype development vehicles were turned loose on the streets of Geneva wearing a stunning (electrifying?) design film. Audi invited people who saw the cars to post their photos on , too, using the #etron hashtag, making it an audience participation event.

Audi e-Tron Quatro

Hiding in plain (Off) Site

The spacious, five-passenger prototypes are part of a test fleet that will travel to four continents to accumulate more than 3 million miles in all kinds of climate conditions, in temperatures from a freezing -4 degrees to a roasting 122 degrees. They’re going to use every kind of charger, public and private, to make sure customers will have a smooth experience moving into pure EV motoring.

This is a good practical idea, but also creates some great marketing opportunities. The specially designed camouflage highlights rather than hides the new vehicle’s styling and helps create more buzz. about how Audi’s designers came up with the special look for these prototypes.

Some Hints of Detail

The car’s official uncamouflaged introduction is slated for later in the year. Although official stats weren’t given, the e-Tron Quattro’s concept shown earlier claimed to have a range in excess of 300 miles with a 95-kW battery pack, using three electric motors with a total output of 320 kW. You’ll be able to top off the battery in less than half an hour using 150-kW fast-charging facilities.

Audi e-Tron Quattro

The Audi e-tron badging was not camouflaged

The e-Tron Quattro should be available in Europe later this year, debuting on August 13th at the Audi Summit in Brussels, the site of the factory where it will be assembled. It will compete initially with the Tesla Model X and Jaguar i-Pace in the luxury EV crossover segment. Audi plans more EVs in the next several years, including two more by 2020, and will field a wide assortment of 20 EVs and plug-in hybrids by 2025.

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About Author:

Steve Schaefer has written a weekly automotive column for 26 years, testing more than 1,250 cars. Now, he’s focusing on EVs and hybrids. Steve remembers the joy of riding in his father’s Austin-Healey. After discovering the August, 1963 issue of Motor Trend, he became entranced with the annual model change, and began stalking dealers’ back lots to catch the new models as they rolled off the transporter. Coming from a family that owned three Corvairs, Steve was one of the first Saturn buyers, earning him a prominent spot in their 1994 product catalogue. To continue the GM tradition, Steve now has a Chevrolet Bolt EV. Steve is a founding member of the Western Automotive Journalists. Recently, Steve became a Climate Reality Leader, trained by Al Gore, and is focused on moving to EVs and 100% renewable energy. Read his EV/hybrid blog at stevegoesgreen.com.

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