Audi Claims Its Making EVs Because Customers Want Them

Audi claims that the driving factor behind its upcoming fleet of electric vehicles is customer demand, not strict emissions requirements being enforced around the world.

During the e-tron SUV’s global launch in San Francisco, head of product marketing at Audi, Fermin Soniera Santos, told Car Advice that the brand’s EVs are “market driven.”

“Of course, regulations are pushing the whole industry and electrification is a solution for the whole industry, and maybe the speed is a little faster [than market demand, but] the customer will not care about the regulations, they will buy the car if it’s competitive and a good deal,” Santos said.

While Audi may like the world to believe this is the case, we’re not so convinced. In fact, BMW told us in no uncertain terms at the Geneva Motor Show that its upcoming range of electric vehicles were being built as an answer to emissions requirements, not because customers are demanding them. We find it hard to believe the same is not true for Audi.

Nonetheless, the German manufacturer is very confident in the e-tron SUV and believes it has the mass appeal of a vehicle to sell in high numbers.

“It has to be market driven, we are very confident that the e-tron will satisfy all customer expectations and also from the sales point. At Audi, we don’t make EVs because of CO2 [regulations], we make EVs because the customer wants to buy it.”

Shortly after the e-tron SUV’s premiere, the carmaker announced that by 2025, it will have 12 all-electric models in its range. Electrified models are tipped to make up roughly one-third of Audi’s sales by this time.