JKR

Autoweek’s best in show at this month’s Detroit motor show was the Audi E-tron all electric concept car. While we are all used to such concepts never seeing the light of day, there seems to be serious intent to make this one work.

I think it’s interesting for a couple of reasons: first that even luxury brands are developing alternatives which can broadly be considered greener. And that they are doing so with the understanding that their consumers are not prepared to compromise on what they love about the brand – the press release focuses, as does the design, on performance first, electric power second: “Imagine a new Audi supercar. 0-62 mph in just 4.8 sec. 230kW and 4,500 Nm of torque. Incredible looks. Its four motors drive each wheel individually, making it a true quattro. This new Audi is a classic – instantly taking its place in the ranks of the world’s most exciting automobiles. And it runs on… Electricity.” The stumbling block of course is creating a production version of the battery which can give the car a decent range. But that, we are assured, they are working on. The benefit for petrol-heads is very fast acceleration. So, a future where green issues can be folded into a decidedly un-green demographic.

The second point of interest for me is that this design feels like a very “Audi” piece of behaviour – a great demonstration that they are a smart thinking brand, who can resolve a seemingly impossible task through engineering expertise. There is a sense of precision and machine driven logic in this concept a million miles away from the fluffier green communication of brands like Honda.

Final notion – why is it only the auto industry who so dramatically brand build via worked up ideas? Could the same approach not be applied to FMCG?