Audi looks to its electric vehicles for future success in local market

Audi is putting its pedal to the metal to expand its pure electric vehicle (EV) sectors in the domestic automobile market with e-tron models leading the way.

Audi has seen fruitful sales in Korea, recording 1,533 in electric car sales and ranking first among imported automobile sales last year. Audi plans to prolong the positive results by investing in not only large but also smaller cars and thus expanding its EV lineup. Audi aims to create vast options for consumers as well as situate itself as a reliable source within the EV market.

Audi e-tron models are fully electric, boasting dynamic mileage, and diverse facilities accumulated from Audi’s dominant techniques and DNA. Audi made an entrance to the Korean automobile market in July, 2020, presenting its signature model, the Audi e-tron 55 Quattro. The brand launched a wide range of designs, including SUVs as well as high-performance cars.

Audi Q4 e-tron is expected to continue leading the sales of Audi’s electric vehicles. [AUDI]

The Audi Q4 e-tron is Audi’s first C-segment, or medium-sized car, that runs entirely on electricity. This SUV was released to the public at the World Premiere on April, 2021 and has seen popularity ever since, selling over 20 thousand models in the global market. The numbers broke Audi’s previous record in EV sales and the model is expected to continue to flourish in the premium EV market. The company aims to complete its full lineup this year, while providing a blueprint for the future of the premium mobility industry.

Drivers of Audi e-tron are provided with countless services to maximize their experience. Overall information about personal vehicles can be checked real-time via myAudiworld, an application designed exclusively for the convenience of drivers. The application also offers functions that not only locate charging stations but also reserve them. It analyzes whether or not the vehicle has been fully charged, and notifies users of leftover credit by linking the e-tron charge card with a credit card. For further accessibility, Audi embraces a total of 35 charging stations all equipped with 150kW chargers, including its showrooms and service centers. Between 10 a.m. to 4 p.m. on weekdays, Audi runs “Charging on Demand,” Audi’s independent charging service.

One of Audi’s business tactics, Vorsprung 2030, reflects the firm’s approach toward sustainable development as well as corporate social responsibility. From 2026, Audi plans to only release models that run fully on electricity, and has already established procedures to refine its lineups to include more than 20 EVs. Moreover, Audi will gradually eradicate the production of internal combustion engines by 2033, seizing carbon neutrality by 2050 at the latest. In order to meet such goals, Audi intends to shift to e-mobility fields via inclusive charging services. After successfully launching Audi’s charging hub in Nuremburg in December, 2021, the company hopes to see positive results in Zürich test stations this year.

“Audi will initiate revolutions for sustainability by focusing on Vorsprung 2030,” said Markus Duesmann, Audi AG CEO. “We will fully consider our technological assets and strive toward carbon neutrality”

BY LEE HYEIN [lee.hyein@joongang.co.kr]