Introducing the e-tron

Photo of the world premiere of the Audi e-tron electric vehicle.Audi this week joined the expanding electric vehicle market in a big way, unveiling the all-electric e-tron SUV. The 5-seater e-tron comes equipped with a 95 kWh battery, is expected to provide approximately 300 miles of range on a single charge, and will be built in a carbon-neutral facility in Brussels. With a top speed of 124 mph and 0-60 in 5.5 seconds, the e-tron will be a force to be reckoned with.

Extreme Fast Charging

A big distinction for the e-tron is that it can charge at a rate of 150 kW using a CCS DC fast charger. This is faster than the 120 kW that Tesla peaks at today, and three times faster than the 50 kW maximum rate of charge for most other fully electric vehicles on the road today. Assuming an average of 3.25 miles of driving per kWh of energy, the e-tron can receive an 80% charge in 30 minutes. (A charger providing 150 kW of energy for 60 minutes will deliver 150 kWh; in 30 minutes the charger will deliver half that, or 75 kWh; 75 kWh x 3.25 miles per kWh = 243 miles in 30 minutes.)

Although very few CCS chargers are today capable of providing power at 150 kW, this will be changing as Electrify America invests $2 billion to create a nationwide network of highway and community ultra-fast DC fast chargers. In addition to Electrify America, a wide range of companies from established electric utilities to start-up entrepreneurs are racing to deploy infrastructure across the country.

New Generation Quattro Drive

The e-tron’s electric drivetrain’s inherent instant torque and high speeds are well suited to Audi’s legacy of quattro drive, and indeed electric drive brings quattro to a new level. The quattro all-wheel drive system, which is standard on the e-tron, enables the vehicle to achieve optimum traction in a variety of weather conditions and on challenging road surfaces.

Innovative Braking Increases Vehicle Range

Audi engineers estimate that, on average, the e-tron’s regenerative braking system will contribute as much as 30 percent of the vehicle’s range depending on the conditions, terrain and driving style. The e-tron recovers energy in two ways: by means of coasting recuperation when the driver releases the accelerator, or from the driver actively pressing the brake pedal. When set to the most aggressive mode, regenerative braking will displace manual braking in up to as many as 9 out of 10 situations and enable the driver to control the vehicle solely with the accelerator.

Placemaking

Audi’s future EV charging station is the epitome of placemaking, a retail strategy of boosting foot traffic at a destination by making it compelling and creating reasons for shoppers to visit. Describing a temporary prototype charging station constructed this month in San Francisco (shown below), Loren Angelo, VP of Marketing at Audi of America, explained, “The heart of the experience is a modern take on what a charging station could look like in the near future – a place where drivers of electric vehicles can refuel themselves while their vehicle recharges.”

Photo of Audi's experiential electric vehicle charging station.The company perhaps is envisioning a future where Audi infrastructure complements the Audi brand experientially, rather than today’s model of installing chargers in parking lots of other retailers. Audi need not look far for inspiration for retail innovation; just a few miles from its U.S. headquarters in Fairfax County, Virginia, is finance giant Capital One, which is reinventing neighborhood banking with its modern and vibrant Capital One Cafes (themselves often located within a block of Apple or Tesla stores).

Photo of Capital One Cafe.Capital One’s innovative placemaking experiences, which will never be confused with a traditional bank branch, leverage the time customers may spend charging by offering them value in the form of food and drink, as well as a relaxing environment to spend a few minutes and unwind, do some work, or socialize.

Pricing and Delivery

The e-tron will be priced from $74,800 and is expected to be available in America during the second quarter of 2019. Audi is producing 999 limited “First Edition” models for the U.S. market. These first editions will be priced at $86,700, and will include features such as 21-inch bi-color black wheels and orange brake calipers to complement the e-tron nameplate lettering near the charging port; the interior will feature black leather with gray contrast stitching as well as natural wood inlays. Reservations require fully refundable $1000 deposits and are now being accepted. The e-tron is the first of more than 20 models Audi plans to introduce by 2025; some will be plug-in hybrids, and half will be fully electric.

For More Information

For more information about the e-tron and electric vehicle charging, as well as many other electric vehicle and clean transportation opportunities, please contact me via my website or LinkedIn. I also invite you to subscribe to receive future posts via email, view my other posts, and follow me on Twitter.

Audi Unveils All-Electric e-tron SUV and Innovative Charging Experience
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