Audi dismisses Tesla as threat

The Tesla Model X will likely have a three-year head-start on Audi's first ever electric SUV, previewed this week in the form of the e-tron quattro concept.

But Audi's chief of technical development, Dr Ulrich Hackenberg, told a group of Aussie journalists at the Frankfurt motor show he's not worried.

Not in the slightest.

"We are not concerned by that because we know the strength of Audi," he stated.

"The Tesla is a competitor; I think it's good to have competitors because they're not only rivals but they prepare the market. So there's something positive there.

"We have to make accommodations of such technologies with our market strength, with our core competencies, and core values, and I think we will be successful," said the Audi executive.

The Tesla Model X SUV scheduled to launch in the USA this year and Australia in 2016 will get 'falcon wing' doors and free software upgrades that will add autonomous driving aids among other things in future.

The Audi R&D boss says the production version of the electric Audi SUV – which may adopt the Q6 name – won't arrive until 2018 and will likely have video camera mirrors and offer more cruising range than any other EV thanks to a massive 95kWh Lithium-ion battery pack. Powered by a trio of liquid-cooled electric motors capable of developing 370kW and 800Nm, the chunky vehicle will reach 100km/h in 4.6 seconds.

Hackenberg is confident his latest creation will woo buyers, even with the long wait.

"We have a lot of customers, we are especially growing in the USA, and a lot of customers are asking us in the USA for such a car. And that's the reason why our marketing people pushed us in this direction," he observed.

Until the arrival of the Tesla Model S, electric vehicles have historically failed to capture the imagination of Aussie motorists. But that legacy doesn't deter Audi chairman, Rupert Stadler, who told motoring.com.au he expects Audi's electric SUV to be offered in Australia.

Audi Australia's manager director, Andrew Doyle, was also very supportive of the idea but cautioned that it's still early days and the production vehicle is still a ways off.

Nevertheless, Doyle is clearly hoping a business case can be worked out and was forthright in his support of the vehicle.

"I would be keen to take this vehicle in Australia. I think as a halo for the brand it would be fantastic," he told motoring.com.au in Frankfurt.

The Audi Australia boss said he would find "every way possible to make it happen" even if it was a low volume vehicle selling in small numbers.

"I still think it's worth strong consideration. It drives the brand, and it drives future technology, it gives us momentum."

Should Tesla be worried now there's a bigger fish in the pond? Have your say in the comments below.