Word: audy
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...Audi just unveiled an electric sports car, the e-tron, which will be commercially available by 2012. So you're not totally against electric cars then? That illustrates how I think electrically powered cars are going to develop. You're going to get two opposite poles, and both of them are going to be driven by the very high costs associated with battery technology. On the one hand, you're going to find small, very light commuter cars, with relatively spartan equipment. They will have lighter, smaller batteries with significantly shorter driving range - essentially good for urban commutes...
...Audi isn't doing too badly in the recession, but sales are down, right? You cannot expect to escape the effects of the market. The luxury market is down by over 30%. I think if you compare our performance in that context, Audi is unquestionably the best performer in the luxury sector in the U.S. We're also selling more expensive cars and customers are buying better-equipped cars. This means on a revenue basis, we are virtually equal to last year, and I'm kind of grateful for that...
...Before the recession, Audi's stated goal was to surpass BMW and Mercedes as the top-selling luxury brand. Is that still doable? We said we wanted to be the most successful premium car company in the world. Many people interpret this as meaning we want to sell the most cars. To us, success is defined more broadly than that. Worldwide, we broke through the 1 million mark [in total sales] for the first time last year, which places us in a very strong No. 3 position globally [behind BMW and Mercedes]. But we want to be the most successful...
...Audi is instead touting the benefits of diesel technology. How do you get around the negative perception of diesel cars in the U.S.? Clean-diesel technology represents an immediate technological leap - you immediately, very significantly, reduce fuel consumption and emissions. Biodiesel, too, could get you very close to the point where you can have a neutral carbon footprint. This can all be attained in a relatively shorter space of time, and at lower costs, than waiting 20 years-plus until we get our act together with electric cars. I should say, though, that hybrids are important. It is not diesel...
...Audi has also introduced the Spyder, a convertible version of its top-of-the-line R8 sports car. When will it be available in the U.S.? The Spyder will be available at the end of next year. It's a very exciting car. I wish I had one in my garage...