Audi backflips on hybrid

Audi has abandoned its plan to launch its first petrol-electric model in Australia, the A6 Hybrid sedan, citing a lack of sales potential.

The backflip comes just weeks after Mercedes-Benz Australia reversed its position and elected to import its first hybrid and direct rival, the E300 BlueTEC diesel-electric sedan, as part of the overhauled E-Class range next year.

Lexus is the world’s luxury hybrid leader, but of three big German premium car makers, only BMW has announced one policy on hybrids and stuck to it in Australia, confirming ActiveHybrid 3, 5 and 7 Series models for Australia.

The A6 Hybrid was scheduled to launch next February and was still on the list as recently as October, but Audi now says it will concentrate on promoting orthodox petrol and diesel engine technology.

“I think at this stage we feel the market is not that strong for hybrid cars in our segment of the market,” explained Audi Australia’s General Manager Corporate Communications, Anna Burgdorf.

“There are some brands such as Lexus doing well, but our diesel technology and, increasingly so, our petrol technology, is so efficient that we don’t see the massive gains.

“In the Australian market at the moment we see our four-cylinder A6 models fitting the bill as easily as a hybrid would.”

The reversal of the A6 Hybrid plan follows a decision not to take the A8 Hybrid – which shares the same drivetrain. Internationally, Audi’s alternative energy strategy has also taken a knock with the cancellation of the R8 e-tron electric sportscar.

The A6 Hybrid would have been the first vehicle fitting within Audi’s alterative energy ‘e-tron’ strategy to reach these shores. But that honour now looks likely to be bestowed on a plug-in hybrid version of the new A3 Sportback that won’t be launched here until beyond 2013.

However, Audi could start fostering e-tron local awareness as soon as the Melbourne motor show in mid-2013, a move which would also signal a show return after missing the Sydney show last October.

Ms Burgdorf said Audi was committed to the e-tron strategy in Australia longer term and was preparing with its dealer group for the added requirements the new drivetrains would deliver.

“Any kind of electric car technology requires massive infrastructure and that’s something everyone needs to be aware and conscious of… and that’s one of the reasons we are putting such a strong focus in these consolidation years on developing new after-sales facilities,” she said.

“We know what is coming is new technology, new ways of fixing cars and plug-in hybrids… so we have the technology and we are perfectly capable of running successfully with the technology, but it’s going to take the market a little bit longer to accept that technology will become the new norm.”

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