The campaign is anchored by a 60-second national television spot called “Not For You,” which cleverly calls out a variety of perceived consumer barriers to electric vehicle adoption—such as range, charging infrastructure, and vehicle performance—to underscore that the Audi e-tron lets consumers go electric without compromise. The national campaign also features an educational online video called “Range Tranquility” that addresses how Audi is working to overcome consumer range anxiety.
“As part of our commitment to electrification, we’ve recognized the need for more consumer education on what it really means to ‘go electric’,” said Loren Angelo, vice president of Marketing, Audi of America. “Our goal with 'Not For You’—and ads like this year’s Super Bowl spot 'Cashew'—is to ensure consumers have a better understanding of electric vehicles and debunk some longstanding myths about EV ownership.”
Deliveries of the 2019 Audi e-tron are expected to begin in May, in line with demonstration vehicles arriving at dealerships. Customers who reserved the e-tron will soon enjoy fully electric driving without compromise.
Range: Going the distance, daily
Despite the buyers of premium vehicles driving an average of about 30 miles per day, range anxiety is still a major concern for most consumers when considering the purchase of an electric vehicle.
Charging: Seamless support at home and on the go
Another potential barrier to electric vehicle adoption is consumer awareness of and access to fast, reliable charging infrastructure. Whether at home, work, or on the road, Audi e-tron owners can have access to a full ecosystem of services made possible by strategic partnerships and innovative digital solutions.
Performance: Audi DNA, electrified
A common misconception about electric vehicles is that they underperform and are incapable of withstanding extreme environments. In fact, 47 percent of people think that gasoline-powered vehicles accelerate faster than their fully electric equivalents, despite the opposite being true in most cases.4
The 2019 Audi e-tron is the first of four all-electric models Audi plans to offer in the United States within the next few years. The Audi e-tron will be followed by the Audi e-tron Sportback concept (expected debut in 2019), the Audi e-tron GT and the Audi Q4 e-tron (both expected to enter production in 2020).
“Not For You” was created by Venables Bell & Partners.
To reserve your Audi e-tron, visit Audi USA.
For existing reservation holders, check the status of your order here.
ABOUT AUDI OF AMERICA
Audi of America, Inc. and its U.S. dealers offer a full line of German-engineered luxury vehicles. AUDI AG is among the most successful luxury automotive brands, delivering about 1.812 million vehicles globally in 2018. In the U.S., Audi of America sold nearly 224,000 vehicles in 2018. 2019 marks 50 years for the brand in the U.S. Visit audiusa.com or media.audiusa.com for more information regarding Audi vehicles and business topics.
Source: 2018 Martiz New Customer Vehicle Study (NVCS)
Always obey local speed and traffic laws.
2019 Audi e-tron MPGe EPA estimates 74 city/73 highway/74 combined. EPA estimated total range is 204 miles. Actual mileage and range will vary and depend on several factors including driving and charging habits, accessory use, temperature and topography, battery age, and vehicle condition. Battery capacity decreases with time and use. See owner’s manual for details.
MMI Navigation plus depends on signals from the worldwide Global Positioning Satellite network. The vehicle's electrical system, and existing wireless and satellite technologies, must be available and operating properly for the system to function. The system is designed to provide you with suggested routes in locating addresses, destination and other points of interest. Changes in street names, construction zones, traffic flow, points of interest and other road system changes are beyond the control of Audi of America, Inc. Complete detailed mapping of lanes, roads, streets, toll roads, highways, etc., is not possible, therefore you may encounter discrepancies between the mapping and your actual location. Please rely on your individual judgment in determining whether or not to follow a suggested MMI Navigation plus.
Best in class charging speed claim based on manufacturer’s published data on maximum charging speed. Audi of America, Inc. defines the competitive segment as the 2019 Audi e-tron, Tesla Model X and Jaguar I-PACE.
Charging times will vary and depend on a variety of factors, including ambient temperature, charger type, battery condition, vehicle condition and others.
An individual who purchases an e-tron® may be eligible for a federal tax credit of up to $7,500. Additional state incentives may also be available. Federal and state incentives are subject to change; please reference your state’s specific legislation regarding incentive eligibility as not all incentives may be applicable to every customer. The incentives referenced are for informational purposes only. This information does not constitute tax or legal advice. All persons considering use of available incentives should consult with their own tax or legal professional to determine eligibility, specific amount of incentives available, if any, and further details. The incentives are not within Audi's control and are subject to change without notice. Interested parties should confirm the accuracy of the information before relying on it to make a purchase.
Electrify America charging site construction timelines subject to change.
The approximately 2,000 miles of included charging claim is based on 2019 e-tron EPA-estimated range of 204 miles, and usage of 1,000 kWh hours of high-speed charging. Actual mileage and range will vary.
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