Audi Launches Ads to Challenge Misperceptions of Electric Vehicles

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Audi has broken into the all-electric car game with the launch of their much-anticipated e-tron model, which is expected to be delivered to U.S. reservation holders in May.

Certainly an exciting time for Audi. It’s no surprise that electric cars are far from mainstream and remain a novelty to much of the public. That being said, most people have preconceived notions about electric cars which aren’t always true. This is why Audi launched a national advertising campaign called “Not For You,” focused on perceived barriers to electric vehicle adoption.

The campaign is anchored by a 60-second national television spot which cleverly calls out perceived consumer hesitation to electric vehicle adoption based on issues such as range, charging infrastructure and vehicle performance to underscore that, the Audi e-tron lets consumers go electric without compromise. The national campaign also features an educational online video called “Range Tranquility” that addresses how Audi is working to overcome consumer range anxiety.

“As part of our commitment to electrification, we’ve recognized the need for more consumer education on what it really means to ‘go electric’,” said Loren Angelo, vice president of Marketing, Audi of America. “Our goal with ‘Not For You’—and ads like this year’s Super Bowl spot ‘Cashew‘—is to ensure consumers have a better understanding of electric vehicles and debunk some long standing myths about EV ownership.”

What About Range

2019 Audi E-tron Plugged In
Audi is looking to dispel the public’s long held and outdated views on EVs.

 

Despite the buyers of premium vehicles driving an average of about 30 miles per day, range anxiety is still a major concern for most consumers when considering the purchase of an electric vehicle. Thankfully, the e-tron has an EPA-estimated range of 204 miles, and has been designed for daily usability. Coupled with a detailed range map in the vehicle’s MMI Navigation system, Audi e-tron owners can begin to eliminate the phrase “range anxiety” from their vocabulary for good.

While 204 miles of range is certainly good, it’s important to note that if you do any type of extended road trips, it can be bothersome to plan the right route with charging stations, not to mention charging time. Having driven a Chevy Bolt extensively myself, I can say that here in California it wasn’t difficult to live with, but it can be challenging to find a charging station that isn’t being used at peak times or in very busy areas.

Charging On The Go

While 98 percent of all single-trip journeys in the U.S. are under 50 miles, there are times when you will need to drive longer distances. For the two percent of trips over 50 miles, Electrify America is expected to deploy nearly 2,000 chargers across 500 fast charging sites throughout 42 states and within 17 metropolitan areas by the end of 2019, providing electric car owners with the ability to charge their vehicles quickly.

Audi e-tron owners receive 1,000 kWh of charging (the equivalent of approximately 2,000 miles of range) from Audi at no additional cost at Electrify America fast-charging stations within the first four years of ownership.

Furthermore, the Audi e-tron can get drivers back on the road faster, thanks to a battery that can charge at a class-leading 150 kilowatts at high-speed public chargers. This is the fastest charging speed of any electric SUV and translates to an estimated 163 miles of range in 30 minutes, or 54 miles of range in 10 minutes.

Performance The e-tron Way

A common misconception about electric vehicles is that they underperform and are incapable of withstanding extreme environments. In fact, 47 percent of people think that gasoline-powered vehicles accelerate faster than their fully electric equivalents, despite the opposite being true in most cases.

The Audi e-tron makes no compromises from mile one. The vehicle has unparalleled driving dynamics due to its low-positioned battery and dual motors set on the front and rear axles. These motors are designed to help distribute power efficiently and provide nearly instantaneous torque that pushes the vehicle from 0-60 mph in 5.5 seconds.

e-tron Future

It’s clear Audi is working towards an electric future with the e-tron line. Audi e-tron is the first of four all-electric models Audi plans to offer in the United States within the next few years. The Audi e-tron will be followed by the Audi e-tron Sportback concept (expected to debut in 2019), the Audi e-tron GT and the Audi Q4 e-tron (both expected to enter production in 2020).


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