R18, RS3, Electric Cars, Urus production - What Audi's Durheimer Has to Say

$118, 450 - that is how much the Audi R8 costs. This mid-size supercar is a good reflection of what Audi stands for, resembling speed, power, and style. With that said, as impressive as the Audi R8 is, the Audi company is always trying to outdo themselves. The new supercar designed by Audi takes after the R18 e-tron Quattro, with a deisel engine, electrified hybrid assist, and all-wheel drive. Will it be approved for production? Accroding to the head of R&D at Audi, Wolfgang Durheimer, it is possible. According to Audi, the R18 would be much higher priced than the R8, reaching prices upward of $500, 000. In addition, the R18 will be limited in production in an attempt to keep the demand for it high.


As for Audi's that are lower on the price scale, there has been a renewed interest in these as well. According to Durheimer, the original R4 is dying a slow death due to company politics. With that said, there is hope that it will be more successful the second time around. If success if reached, the vehicle is expected to be priced well below the Audi R8.

As for the Audi RS3, this vehicle is well on its way to development. The question is not whether it will sell in the U.S, but which body style should be imported here. In Europe, the RS3 is being developed as a Hatchback. The American Audi has the option to import this, or select the A3 sedan model. Most people suspect that the choice will be the RS3 sedan, expected to arrive in 2015.

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What about electric cars? According to Durheimer, Audi electric cars are not completely dead, but they are a hard sell and therefore aren't on the top of Audi's production list. Engineers of Audi electric vehicles are waiting on production until a new battery technology is developed in which the cost, range, durabilty, and size is improved. The owners of Audi are confident that electromobility will return, but right now, it's not the hottest automotive choice.

So where is all of Audi's knowledge about electrification going? It is being shifted to plug-in hybrids. This year, the A3 plug in hyrbid is being introduced in Europe and is expected to hit the United States in 2014. Once this technology begins to catch on, they will begin to carry it over to larger crossovers and sedans.

And if you have ever heard of the Lamborghini Urus idea, Durheimer comments on that as well. In order to prevent himself from stepping on any toes, Durheimer states that Lamborghini has its own research chief. With that said, he also claims that Audi will play a large role in the technical production of the Urus, so he will do everything that he can to bring the Urus to life. If brought into production, the Urus will combine the ever so popular Lamborhini with the SUV - a unique concept that surely bring about much debate in regards to design appeal.

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