Audi’s EV family is growing rapidly.

Audi is aggressively pushing the brand’s electrification ambitions as it plans for a dramatic shift in the company’s lineup in the very near future.

“Our electrified portfolio continues to grow,” explains Jamie Pawluk, Manager Electrification, Audi Canada.

“No new gasoline models will be launched after 2026, and 100% of our models will be electric in 2033.”

The family of electrified Audi models, offered under the e-tron sub-brand, is growing quickly and currently includes the e-tron, e-tron sportback, and the e-tron GT, which comes in a couple of distinct flavours – hot (GT), and much hotter (RS)!

The star of the e-tron family is the 2022 e-tron GT, which starts at CDN $129,900 for the “base” GT model, and CDN $179,900 for the RS.

Sleek and stylish, the GT boasts 522 peak hp (637 for the RS version), and a neck-snapping 0-100 km/hr time of only 3.3 seconds for the RS (4.1 seconds for the GT).

The electric range is 383 km and Audi claims an extremely quick recharge time of 22 minutes.

Audi Canada provides customers up $1,500 credit to assist with installing Level 2 chargers in their home, and thanks to a partnership with Electrify Canada, Audi customers get two years of free charging on their network.

“The e-tron GT is capable of 800 V charging,” Pawluk explains

“At a direct current terminal with a voltage of 800 V—for example on the Electrify Canada network—the Audi e-tron GT achieves a peak charging capacity of up to 270 kW. This allows it to recharge energy for up to 100 km in just over five minutes, and charging from 5-80% SoC (state of charge) takes less than 22.5 minutes under ideal conditions.”

Marketing

To get the message out about the growing e-tron family of vehicles, Audi has launched a global campaign the company calls “Future is an Attitude,” which intends to show Audi as a leader in an “electric, digitalized, and emotional future.”

Tina Pulzer, Manager, Marketing Communications, Audi Canada explains: “The EV models Audi e-tron, e-tron Sportback, as well as the e-tron GT and the upcoming Q4 e-tron, are the heroes of this campaign.”

The campaign focuses on the core strengths of the brand as well as the products. “Our goal is to support Audi’s electrification story, but also to build the awareness and consideration for our EV portfolio—with emotion and substance,” Pulzer adds.

The marketing campaign uses the support of global and local storytellers, sharing their stories of progress.

Conducted through various forms of modern communication with a mix of more traditional channels, as well as innovative formats including:

• TV
• Social media channels
• Digital, content partnerships
• A specific website to give customers the opportunity to inform and learn about e-mobility
• Augmented reality experiences
• A dealer preview tour
• Test drives
• events including a golf partnership

Typical buyer

With a hefty price tag, it’s safe to say the e-tron family of vehicles appeals to those with the means to go green.

“Our typical buyer is a previous Audi owner who knows about the brand’s premium quality and wants this in an EV,” Pulzer explains.

“Also, other premium buyers who do not find an adequate offer elsewhere, and EV considerers who do not want to compromise.”

Packed with advanced technologies and features, Audi’s electric lineup also appeals to those who want a cutting-edge mode of transportation. Pulzer says e-tron appeals to “trendsetters who want to join the movement to a sustainable lifestyle and experience the technology.”

One of these technologies is Audi’s Matrix LED Headlight system, which employs five separate LED units that automatically detect light from an oncoming vehicle and then turn individual LEDs on and off to “split” the beam from headlights in order to avoid blinding the other driver.

Matrix headlights will debut on the Q4 model here in Canada.

Another key innovation is Audi’s augmented reality head-up display, which also debuts in the Q4 e-tron.

The technology superimposes navigation data (and other key data) onto the windshield in front of the driver, providing prompts for upcoming turns, as well as destination information.

The augmented reality turning arrows “float” in mid-air, appearing as though they are part of the real world.

With a goal of going 100% electric by 2033, Audi is focused on offering a seductive lineup of powerful and practical vehicles, packed with innovations that will make consumers who are shopping in this segment of the market take a closer look at the e-tron family, as it continues to grow.