Döllner: Audi's position is clear: We are pushing forward e-mobility with full force and high investments. At the same time, a flexible drive range is important because regions around the world are changing over at different speeds. That's why we're relying on two new platforms for our model offensive that's now starting: the Premium Platform Electric for electric models and the Premium Platform Combustion for our next-generation combustion engines and plug-in hybrids.
Now behind the wheel at Audi: Döllner in the new Q6 e-tron, the beginning of the model offensive.
Image: Audi
AWAY: Recently, demand for electric cars has suffered particularly due to the loss of premiums and high prices. Audi is positioned as a premium brand, but here too, customers are becoming increasingly price sensitive due to the high discounts offered by the competition. How does Audi deal with possible price pressure from customers?
Döllner: As a premium manufacturer, we do not take part in short-term pricing measures. Premium means value stability: With a stable supply policy, we also ensure that our customers continue to achieve good prices when selling their used Audi. When the federal government abruptly canceled the environmental bonus some time ago, we decided at short notice to step in. This year, for Audi models that have already been ordered, we will cover the share of the premium that politicians had previously promised.
Döllner: It stays that way. We will introduce an additional electric vehicle in the A segment in the medium term. It's a great entry-level model.
Döllner: First and foremost, we want to stand out through our Audi strengths – also in the electric world. The best example is our new Audi Q6 e-tron. It sets standards in terms of efficiency, range and charging and at the same time offers the driving dynamics typical of Audi. The overall experience makes the difference. Of course, we also set accents. I can promise that we will continue to surprise with innovations in our new models, which are now coming onto the road step by step.
Döllner: Having a design heritage is what differentiates established manufacturers from new brands and start-ups. At Audi, we are proud of our classics with their brand-defining designs. We set long-lasting trends while using our heritage to evolve. For us, Audi design is about being classic, timeless and yet always clear, progressive and courageous.
With the new design boss Massimo Frascella, the company is setting the course for the future generations of Audi models.
Image: Audi
AWAY: Massimo Frascella becomes Audi's new chief designer. They expect him to make “advantage through technology visible and tangible”. Can you tell us in detail how this claim will be incorporated into Audi's future design? What are you specifically thinking about?
Döllner: I am very pleased that we were able to win Massimo for Audi. He has already created real icons in his career. He was never satisfied with what he had achieved, but always thought in new and different ways. His maxim is, on the one hand, clarity and precision, and on the other hand, a consistent avoidance of unnecessary decor and fashionably short-lived elements. He is the creative mind, which is why he will soon give – or rather show – the answer to your question himself. I am sure that he will provide strong impetus with the design team.
AWAY: The long-awaited Audi Q6 e-tron is finally coming onto the market. Were you able to influence the coordination or even development shortly before the gates closed? What have you changed?
Döllner: Of course, I didn't miss the opportunity to test the Q6 e-tron extensively. It really is a huge technological advance when it comes to e-mobility. And yes, I was able to get involved in the final touches. We as an Audi team can be proud of the result.
