Audi has been experimenting with the electric-car market for a few years and officially unveiled plans for the A1 e-tron and an electric-powered A2 recently. It does not look like either one is going to happen any time soon, according to a report from Car.
The A2 electric was slated to be released in Europe, where high-efficiency diesel and gasoline engines that get upwards of 60 mpg reign supreme. These markets are tough enough to crowbar in an electric model, but add in the fact that the A2 was expected to carry a €40,000 ($50,000) price tag, and you get a model that was bound to fail in the European marketplace. Combine that price point with the fact that the Nissan Leaf, with its far lower €25,990 ($32,500) price tag, only saw 3,000 units leave showroom floors in 2011, and Audi wisely saw this as a fruitless journey.
The entire A2 line will likely continue as expected, sans the electric model. This leaves a gasoline and diesel model as the only drivetrain options.
The A1 e-tron reportedly is meeting a similar fate, but for different reasons. The A1 e-tron is being axed due to extravagantly high production costs. This car was planned to be similar to the Chevy Volt, as it was going to have a gasoline engine to extend the range of its electric motor by charging the batteries via a Wankel (rotary) engine.
Though this is a tragic way to abruptly cease the development phase for an electric lineup, we cannot blame Audi for its choice. Electric cars just are not selling well in the European markets and having one priced nearly double its closest competitor and another one with climbing production costs just isn’t smart business.