Audi Says It Is Not Interested In Jumping On The "Green" Bandwagon

Audi will not follow BMW in trying to position itself as a green brand, according to company boss Rupert Stadler.

Stadler said that, while Audi will always try to build as efficient vehicles as possible, it would never sell its cars on the back of being a green brand.

"We will stick to our Vorsprung Durch Technik philosophy, not have a catch-all marketing claim such as Efficient Dynamics," said Stadler. "We're convinced in Vorsprung Durch Technik, we're a dynamic, sporty brand but not necessarily positioned as a green brand. That will come about as a matter of course.

"We want to take out weight and want to further diesel and FSI technology. We can still improve fuel consumption. But we will not position Audi as a green car brand - we will fulfil regulations - but we are also an emotional brand."



2009 LA Auto Show Photo Gallery

2011 BMW 5-Series Photo Gallery

2010 Lexus GX460 and 470 Photo Gallery

2010 BMW 7-Series M-Sport Photo Gallery

2009 SEMA AUTO SHOW Photo Gallery Now LIVE!

FanboyOfTheTruth - 12/8/2009 2:29:53 PM

+5 Boost

Typical Audi, though I'd say something like that too if I fall behind the competition if a certain area.

Expect a totally opposite PR when the Q7 hybrid and Q5 hybrid are launched.

Agent009 - 12/8/2009 3:06:28 PM

+1 Boost

Well they they do not lead anyone in being green, so the best PR is always to tout your strengths and minimize your weaknesses. Then work on the weaknesses until you can brag about them.

camrydriver - 12/9/2009 1:16:30 PM

+1 Boost

The fact that the audi guy name dropped BMW's Efficient Dynamics initiative seems really weak to me. BMW has a company-wide philosphy to make their cars more efficient, more dynamic, and all while pioneering clean means of production and using patented automotive recycling technologies and to the audi guy this a bad thing?
audi: fail

kpaxx - 12/8/2009 3:11:05 PM

-2 Boost

They are already on it!

B7FAN - 12/8/2009 4:14:33 PM

0 Boost

"Audi Says It Is Not Interested In Jumping On The "Green" Bandwagon"


SO WHATS THE E-TRON FOR

chewy - 12/8/2009 9:12:26 PM

+3 Boost

Exactly. If you look at the fuel economy of the European brands in Europe, you will see that overall it's really similar. Same if you look at the European luxury brands in the US, once again similar fuel economy ratings.

In the end, selling a limited amount of expensive hybrids doesn't mean anything about how "green" the company is. Just like the RS6 (pictured) has better fuel economy than the M5 doesn't make Audi a greener company than BMW. It just means that Audi is more efficient in that segment.

M35MT - 12/9/2009 3:24:29 PM

0 Boost

agree with audispy - I think it was well played on their part to make the statement even if it comes off as being arrogant. "Never Follow", indeed.

Steve - 12/8/2009 9:16:59 PM

+1 Boost

Today's "Green" panacea is like the "User Friendly" monicker of the 1980s: Just take the same old crap and slap the trendy label on it. We have "green" hybrids, whose total carbon footprint, uncluding the manufacture, recycling and disposal of batteries, and the creation of the "clean plug-in" electricity, is higher than the well-designed diesels that are preferred in Europe.

"audispy"'s comment nails this one.

Anthony - 12/9/2009 3:30:45 PM

+1 Boost

Isn't it the job of the company to sell cars? If people are demanding green products right now, why not just give them to them? This failure on behalf of Audi is probably part of why their sales are behind in North America; their PR division is stubborn.

jpighetti - 12/9/2009 6:20:57 PM

0 Boost

Because they aren't giving anyone a markedly "greener" overall product than any other manufacturer. They are giving the public a green catch phrase. Cashing in on the buzzword of the time. It's misleading, that's all.