Audi Exec: Tesla Motors Did Everything Right

Tesla Motors did everything right. That was the key soundbite from the director of battery electric vehicles at Audi, Stefan Niemand. In a speach at the recent annual Technical Congress of the German Association of the Automotive Industry outside of Stuttgart, Niemand laid down the gauntlet, so to speak, stating that German auto-manufacturers were falling far behind the competition with regard to electric vehicles and reaching electric vehicle buyers.

“These cars are slower than those with conventional drive and they have a much lower range — and in compensation they are more expensive,” is how Niemand put it. Without a change in approach, electric vehicles (EVs) won’t make any real inroads into the marketplace, he commented.

 

Audi Executive Stefan Niemand Lauds Tesla Motors’ Approach


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Niemand also noted something along the lines of: “Those who had ever driven electrically are lost for the internal combustion engine (ICE) for all times.” Which is something that I’ve heard from a great many people — this idea that, once you’ve owned a well-made EV, the thought of going back to an ICE vehicle is not enticing.

The Audi exec also, surprisingly, complemented Tesla, stating: “I hate to admit it, but Tesla did everything right,” when talking about the company’s impressive Supercharger network.

Teslarati provides a bit more on that:

    He marveled at how Tesla created a system of 611 Supercharger locations with more that 3,600 individual chargers in such a short period of time. The inference left for his colleagues to draw upon was that unless they are willing to make a similar commitment, they are in danger of falling further and further behind their American rival.

    … Niemand said buyers want to buy cars that do not degrade the environment and are even willing to pay a premium for them, but only if they do not have to give up the fun of driving them. In particular, he lamented that Europe does not yet have a comprehensive infrastructure of fast charging stations. He told his colleagues that they must commit to building a system that features charging stations with at least 350 kW of power.

“We need awesome cars and a seamless infrastructure,” he concluded. The provision of these two things would allow EV adoption to surge, according to Niemand.

Of course, achieving that aim while still maintaining current levels of profit is easier said than done. Especially when a company like Tesla is providing such strong competition, and such fresh ideas.

 

Originally published by EV Obsession.

 

James Ayre

's background is predominantly in geopolitics and history, but he has an obsessive interest in pretty much everything. After an early life spent in the Imperial Free City of Dortmund, James followed the river Ruhr to Cofbuokheim, where he attended the University of Astnide. And where he also briefly considered entering the coal mining business. He currently writes for a living, on a broad variety of subjects, ranging from science, to politics, to military history, to renewable energy. You can follow his work on Google+.