We’re on our way to San Francisco to see the Audi e-tron unveiling event. But as Audi is about to unveil the production version of its e-tron quattro electric SUV, the company has already started its advertising campaign which isn’t leaving much to the imagination…
As we recently reported, a study shows that automakers are still not advertising their electric vehicles in the US.
Audi appears to go against the grain on that front.
For the Emmys coming up next week, the German automaker is launching a new advertising campaign around the theme of “unleashing” the power of electric vehicles:
“Up until now the full promise of the electric car has gone unfulfilled. That’s about to change. This is electric like you have never seen it. This is electric unleashed.”
Even though the unveiling is planned for Monday, like the Emmys, they already released the commercial, which unveils almost the whole vehicle:
Based on what Audi previously announced about the concept vehicle, the all-electric SUV is equipped with a 95 kWh battery pack, 2 electric motors for a total output of 320 kW and it is capable of DC fast-charging up to 150 kW (the 1st car faster than Tesla currently).
In recent months, Audi unveiled the latest e-tron quattro prototype, confirmed a ‘starting price of €80,000’ in Germany, and a more ‘realistic’ range of ~250 miles after updating the figure from the NEDC standard.
Those details should be updated at the production version unveiling on Monday.
As we have often highlighted, awareness is still one of the main issues with electric vehicle adoption. Advertising will definitely help on that front.
Good on Audi for doing it in a big way. That Emmys campaign can’t be cheap and I wouldn’t be surprised if the cost even surpassed the overall advertising budget of some EVs that have been around for years.
It’s actually not even the only ad campaign for the e-tron. I am on a plane right now on my way to San Francisco to be at the unveiling on Monday and I ran into this at the Montreal airport:
Leaving to go to the @Audi e-tron unveiling in San Francisco and I see this ad at the Montreal airport: « I too like hydro. » Rare EV advertising. Kudos to Audi. pic.twitter.com/PXH1NN0D5f
— Fred Lambert (@FredericLambert) September 15, 2018
Not bad advertising either. “I too like hydro” is a nice touch. That’s not a weed reference either. For those who are not aware, almost all of Quebec’s electricity generation is coming from clean and cheap hydro power, which results in electric vehicles making even more sense in the province.
Anyway, I’ll report back on Monday from the event with all the details about the electric SUV.
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