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September 15, 2009 9:52 AM PDT

Watch out Tesla, here comes the Audi e-tron

by Wayne Cunningham
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Audi e-tron

Audi shows off its e-tron electric sports car concept at the 2009 Frankfurt auto show.

(Credit: CNET)

The most exciting concept shown at the 2009 Frankfurt auto show is an electric sports car, the Audi e-tron. Borrowing body lines from the Audi R8, it can't help but look good. And boasting specs like 3,319 pound-feet of torque, it can't help but make gearheads drool.

Audi achieves that torque number by using four electric motors, one at each wheel. The drooling gearheads should be able to close their mouths again after hearing that the combined horsepower is only 313, making for a zero to 62 mph time of 4.8 seconds. But electric car enthusiasts will be happy to hear that the e-tron's range is 154 miles.

The four electric motors meant that Audi could design a virtual Quattro all-wheel-drive system, integrating the power distribution program with vehicle dynamics sensors. By default, the rear motors deliver 70 percent of the torque, the high number compensating for the 58 percent weight distribution to the rear wheels. But as conditions dictate, the power software can give any wheel greater or less power, which should make for incredible road-holding, beyond even Audi's current Quattro system.

A two-seater, the cabin is relatively simple, featuring a minimum of controls and gauges. The car's navigation and communication electronics are designed to communicate with external roads infrastructure, receiving information about traffic and green lights, for example, and adjusting routes accordingly to maximize driving efficiency.

The Audi e-tron might sound like a serious competitor to the Tesla Roadster, but the Tesla has one huge advantage: it's already in production.

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by surfpark September 15, 2009 10:09 AM PDT
Is it just me, or does this look like the lead character from the Pixar movie "Cars"?
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by NYTechie September 15, 2009 10:21 AM PDT
E-tron? Seriously? Why not the A-EV or R-EV? Something that goes with the rest of the moniker's...

And with that much torque, perhaps it could tow a 747....for about 30 seconds before the batteries die.
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by tech_crazy September 15, 2009 12:46 PM PDT
I liked the last part of the last line. Funny!
by Joe Real September 15, 2009 10:36 AM PDT
Keep in mind that Audi's president has called future car buyers if Chevy Volt as idiots. Audi's car looks like a flat head catfish and is rumored to be priced in the same range as the sexier Tesla. It's up to you to decide what you would call the future buyers of Audi's e-tron.
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by MadLyb September 15, 2009 10:46 AM PDT
Being a huge Audi fan, I was really looking forward to seeing this car and now I am trying to recover my sight from something so ugly. The grill and the wheels are from the 50's and honestly who chose that color scheme?...Martha Stewart? It looks like a car painted red and left in the sun for 20 years.

I can only hope the final product is better.
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by williambertram September 15, 2009 11:19 AM PDT
I'd have to agree. It's a bad blend of "plain" and "ugly". I have a 2009 Toyota Camry that I would honestly pick if they were sitting side by side. Does an electric engine need to be the same shape as a gas engine, and if not, why don't we see a departure from traditional body styles? From what I can tell they just slightly modified an existing Audi body style and put an electric engine in it.
by JimmyJoeJohnson September 15, 2009 11:10 AM PDT
The Tesla Roadster might sound like a serious competitor to Audi, but the Audi has one huge advantage: Audi has been producing cars for over 100 years.
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by abcd9009 September 15, 2009 11:27 AM PDT
Actually Audi has quiet alot of advantages over Tesla. Yes, one of them being it's producing cars for over 100 years. In addition to that, the parent company for Audi is VW - the largest EU car manufacturer and with Porsche soon to be part of VW family, Audi engineers can borrow some engineering tricks from Porsche, another magnificent sports car.
On top of that, Audi also makes race cars so they have experience from that arena as well.

The one thing Germans know is to make great sports cars - Audi, BMW, Benz, Porsche.
by Joe Real September 15, 2009 11:27 AM PDT
It is true that Audi were producing Internal Combustion Engine cars for more than 100 years, but whose fuel has been financing the nations that hates the West. IIRC, the Sodium-Cooled Exhaust Valves touted by Audi in their $114,000K R8 is in no way superior nor modern German engineering. It was based on an American invention decades before WW II.

At the present time, making electric cars is a different car game, especially if it will be a game changer. We all know that Audi is just recent comer in the electrified car race and is just starting to test their electric cars.
by Joe Real September 15, 2009 12:00 PM PDT
Well, Tesla has sold its 700th Roadster and received funding of a little bit over $80M:
http://www.reuters.com/article/pressRelease/idUS68291+15-Sep-2009+BW20090915

So 700 cars and slowly counting should be easily topped over by Audi's e-tron within months?
by richard993 September 18, 2009 6:34 PM PDT
When it comes to electric vehicles, most of the technology used in it have no similarity to petrol driven cars. It's not the fact that Audi has been producing cars for 100 years that gives it the advantage, it's the fact that it has an internationally recognised name, that it has an extensive distribution channel, and that it has the capability to market the vehicle internationally. These advantages alone will by far allow Audi to outsell Tesla within days, once it has a comparible vehicle to the Tesla Roadster.
I've been trying to get a hold of the Tesla for awhile now... not many people in Australia have even heard of the company and Tesla does not have much interest in having the vehicle pass the regulatory requirements here, even though the government is willing to subsidise the production and distribution of green technology vehicles. Audi have almost 50 authorised dealers here whereas Tesla has none. If Tesla wants to get serious about selling cars it needs to do two things:
1) produce enough of them so that people don't have to wait 8 months to get one
2) produce them for international markets (there are more far more people interested in electric vehicles outside of the US)
3) increase it's marketing and distribution channels
4) have enough technicians trained to provide vehicle repairs and maintenance
1 person likes this comment
by Matthew Hurst September 15, 2009 11:27 AM PDT
Audi North America President Johan de Nysschen totally got it right! The Chevy Volt is a joke and the average family is going to run out and buy the Audi E-Tron instead. How much did you say this car costs? I'm sure it will start around 32K like the Volt after the Uncle Same rebates right? Oh this is a concept car and not in production. Got it. Besides already being in production, the Tesla has another advantage as well - The Tesla isn't as ugly as sin! Is this a joke? It looks like a concept car from the 1981 Frankfurt Auto Show. Speaking of 1981, I think Audi should do a little tie in with that new Tron movie coming out. "When he isn't riding his light cycle, Tron drives the all new Audi e-Tron." Something like that. Consider that idea a free gift because clearly you'll need all the help you can to sell the public on this abortion. Nice to see Audi back in North America these past many years actually able to sell a few cars here. Great Audi figured out where the accelerator and break go so that granny can stop driving off the fourth floor of the Galleria's parking structure. That was a good PR move to figure out how to stop your customers from accidentally plowing down half the neighborhood with their Audi. BUT>>>The Audi e-tron? Not so good. It requires eye bleach.
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by Joe Real September 15, 2009 11:35 AM PDT
It would most likely be priced in the sports car range like the Tesla Roadster. The name calling of Audi's president indicated how scared they are of the Chevy Volt, and the recently acquired bail-out capabilities of the Government Motors.
by Joe Real September 15, 2009 1:25 PM PDT
There are 50,000 people who indicated that they wanted to buy the Chevy Volt at an average price of $31K. There is a pent-up demand for Extended Range Electric Vehicles:

http://gm-volt.com/2009/09/15/gm-voltcom-chevy-volt-want-list-tops-50000-members/
by Pishkado September 15, 2009 1:18 PM PDT
This car should not be compared with what Tesla is selling today. It should be compared to whatever the 2012, or 2013, Tesla will be. I suspect it won't look quite as impressive on that basis.
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by zattinho September 15, 2009 3:38 PM PDT
Has anyone owned an Audi here? I can tell you that I would never buy that brand again. Nothing but problems and only recently have they made any progress in the auto industry. Other friends of mine who have owned Audi say the same thing, NEVER AGAIN... They look classy but their build quality and reliability are pitiful.

Regarding the TESLA comparison, its only natural to pit the e-tron against the Tesla Roadster. But you have to account for the fact that this is a concept car, not a production car. Hub motors are extremely expensive and with their claimed 3k ft-lbs of torque, they only achieve a 0 - 60 mph in 4.8? Thats pathetic compared to the Tesla Roadster Sport doing it in 3.7 with a 240mi + range... the e-tron only goes 150mi and thats from Audi... The EPA achieved 244 in the Roadster and others have gotten closer to 300miles!!

Even if Audi produces this car, Tesla has had a better EV since 2008, and have people lining up to invest in the company. Its no fluke that Daimler paid $50million for Tesla drivetrain technology... they are far ahead of the pack in the EV race.

Another reason why Tesla is poised to take over the auto industry is the fact that they aren't bogged down by franchised dealer networks and focusing their product strategy on 'hybrids' so that they don't phase out of petrol too quickly. Tesla will only produce a pure electric vehicle and for that, they will remain head and shoulders above Audi.
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by teamzissou September 15, 2009 7:57 PM PDT
Yes. Presently own 3 - and have had 3 prior to my wife's 2008 Q7, my 2007 S6 and a 2002 TT roadster. I'm not sure what your experiences were (or your friends for that matter) but they are hardly typical. Coming from a BMW family - all my dad would buy until they died and then handed them down to us - I started turning down the freebies and buying my own Audis in college. They look classy and their build quality beats every lux brand except Lexus. Try J.D. Power or R.L. Polk and get some data for yourself. Tesla is poised to go bankrupt. If there is any disruption to their supply line (not caused by them but by other manufacturers going down, severing contracts, etc.), Tesla is so short on capital that they won't last more than a few months and will simply be acquired for their intellectual property. Which, by the way, is currently ahead of most others but by the companies' own prior admissions they are focussing on delivering the current roadster then a sedan - but haven't been pouring the dollars into the next-gen research. Likely will be quickly overtaken by even GM or Toyota. Obviously you have gotten your panties in a wad from some service manager at your local dealership in the past. Tesla will remain "head and shoulders above Audi." Right. That's why Audi is the only lux brand to show growth across the segment in the last 18 months, rolled out more new models (A5, Q5, R8, new A4, new TT, TDI Q7 and new A7 on its way) and now has nicely gobbled up Porshe. Yep, this is just a concept car as noted. And with the list of the ones I just rolled off, Audi has so far blown away their own concepts with the production models - unlike most others that look pretty at the auto show but never end up in your driveway. Good luck with your Tesla - just like the hair band of the same name, they'll soon be a thing of the past. OOOO
by jbaesman September 16, 2009 9:56 AM PDT
Yes. It was by far the best built car I have ever owned, and I've owned BMWs and Hondas.

I personally don't have a beef with Tesla -- I hope the best for them. However, the roadster is based on a Lotus Elise platform -- at 6'3", I will never comfortably fit in that car no matter how much I might enjoy it's design.

And why the fuss over EVs anyway? There is still no widespread distribution network for recharging. When I drive 400+ miles one-way to service a client, I will not get there on a single charge from any of these vehicles. I will also have to budget additional time for recharging, or allow for roundtrip airfare and car rental to leave my EV at home.

EVs will come and they will improve. But why are Americans so obsessed with them today? It's premature and we should be doing what the Europeans have done for years -- focus on diesel technology. Actually, based on driving habits -- the Europeans should be the ones clamoring for EVs and hybrids.

Clean diesel and bio-diesel are the most efficient technologies for the US right now. Maybe Audi will bring us more of their Euro-only fleet. THAT would be something to get excited over.
by bob x September 16, 2009 10:17 AM PDT
Yep. I own a 2004 TT roadster, and like everyone else I know who owns an Audi, has had more than enough trouble with it. That said, one shouldn't rely too much on personal anecdote. Chances are the only people to speak up are the ones who have had trouble. The only real obejctive measure are independent reports on reliability. They tend to paint a fairly neutral view of Audi reliability. One thing of note though, when they do need fixing out of warranty - expect to pay a heck of a lot to have them fixed. It's easy to see how the cost of repair could negatively color ones experience of a particular brand. I have been through a ridiculous number of tires on my TT and some expensive repairs that are at least in part due to some bad customer service at the shop. Of course, if money isn't an issue for you, then Audi is as good a performance brand as you are likely to find.
by DieterAckerman September 15, 2009 3:52 PM PDT
Looks like this design was lifted from one of the coroflot portfolios, some how I doubt he got credit for it, too many coincidences.

http://www.coroflot.com/public/individual_set.asp?keywords=sergio+toro&c=1&set_id=28635&individual_id=103317
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by TCrimson05 September 15, 2009 6:01 PM PDT
put that drivetrain in an r8......want! i still want a tesla though...
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by Matthew Hurst September 16, 2009 10:55 AM PDT
teamzissou, I took your advice and checked out Audi on Power and Polk. JD rates them high in what they call APEAL (Automotive Performance Execution and Layout). They seem to average in the higher (although not the highest) using that rating system. In brand rankings for dependability, JD Power puts Audi near the bottom while products made by Audi's parent company VW seem to linger at the bottom of the bottom. Sometimes THE bottom, depending on the exact report. The average for the 3 year report on Audi is a two out of five stars (which is the lowest that I see JD goes). Can't quite find specific information for the brand from RL Polk. It seems most of their reports are specific to the industry although they do hand out awards. Maybe there was a specific award or report they published about Audi that wasn't proprietary or subscriber based information that you are referencing, but I can't seem to find it.
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by HankSlick September 16, 2009 12:31 PM PDT
I like some of the Audi design, but gah. Ugly.
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by jmchien September 16, 2009 2:36 PM PDT
I think the 3,300+ torque is instantaneous power since motor theoretically have infinity torque at low rpm. I think a better number Audi should have mentioned is it's sustained torque, which results in the 4.8s in 0-62.
If they changed the color and the grill, I think it would be quite an attractive car.
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