“From now on, we will introduce another e-tron model every year.”
Audi’s plug-in strategy, summarised by CEO Rupert Stadler, sounds simple but is ambitious.
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“We’ve been sold out for a while. If you came to me now, I’d say you’re not getting a car in 2014 and not in 2015, but maybe 2016.”
This is the somewhat depressing outlook Jason Gellatly, sales men at BMW’s Bridgeport, Connecticut store, gives customers asking to buy an electric i3. His colleagues in other cities do not paint such a bleak picture, especially as BMW is giving the American market preference.
“We are pretty bullish on PHEV as the way to go. We show PHEV outselling BEV (battery electric vehicles) in the long run. I see it as a technology best suited for larger cars and especially for the premium segment where the higher costs (after all it needs an expensive battery pack) can be more easily accommodated.”
Al Bedwell, analyst with LMC Automotive, puts his bet on hybrids, which he thinks will outstrip all-electric vehicles at least in the luxury segment.