Audi delays e-tron unveil following CEO arrest

Audi has taken the unusual step of cancelling the unveiling of its all-new pure-electric e-tron crossover just a month before it was due to be revealed at a VIP event in Brussels.

Originally, the wraps were due to come off the German Tesla rival on August 30, but late last night Audi issued a press release announcing that 'organisational reasons' had forced it to cancel its plans.

Instead, the Volkswagen Group-owned brand said it would now unveil the pure-electric SUV at an event held on an undisclosed date somewhere in the US.

It's thought the reason for the dramatic cancelling of the e-tron is linked to the arrest and detention of Audi CEO, Rupert Stadler who was imprisoned last week without bail.

Despite delaying the unveil, Audi claims the market launch remains on schedule.

"The e-tron will have its market launch at the end of the year. Nothing has changed," said a spokesman for the car-maker.

The e-tron is already on sale in Europe from €80,000 ($A124,000) and, earlier this year Audi confirmed it had received 5500 reservations in the Norwegian and Dutch markets alone.

Postponing the reveal means that Audi's arch-nemesis, Mercedes-Benz, will be the first German car-maker to unveil its production-ready pure-electric car, with the Benz EQC set to be unveiled in Stockholm on September 4.

Luckily for Audi, Mercedes-Benz's Tesla-fighter isn't due to go on sale until 2019 -- around the same time Australia deliveries of the e-tron will begin Down Under.