Audi Sport’s Marketing Chief Linda Kurz told Roadshow that the next ‘halo car’ will be powered by electricity. It will replace the R8 and it may bear a different name.
”Our next challenge will be to transform the R segment, and the R segment is going to be fully electric. This is our job for the next decade,” said Kurz.
Kurz further stated that by 2026, 8 out of 10 cars from Audi’s RS line-up will either be EVs or PHEVs.
Audi has tried this before, back in 2015 when they launched the all-electric R8 e-tron, it was priced at €1m and Audi only sold 100 units. Maybe the market wasn’t ready or maybe it was just an attempt to test the waters and make some cash in the process.
This is a decision that sooner or later all automakers are going to have to make: will they keep calling the all-new, all-electric car version of an old car with the same name, or will they kill the nameplate altogether.
I’ve crossposted this article on Drivetribe.
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