Audi Flirts with the Hybrid Market

Audi's plans of introducing a plug-in hybrid vehicle by 2014 surfaced today, showing no signs of the German automaker slowing its electrification program. Having displayed numerous concepts surrounding the idea of green transportation, Audi is aiming towards nothing less than market leadership.

Audi has set 2020 as its deadline for becoming the lead manufacturer of luxury electric vehicles by sales volume.

"By 2020, we want to be the leading premium seller of electric vehicles," said Franciscus van Meel, Audi's manager for electric mobility strategy in an interview for AutoWeek. "We will successively bring out a variety of hybrid models and electric vehicles, such as our first plug-in hybrid in 2014," he added.

In a short period of time, Audi's electric efforts will be paying off, subsequent to the release of hybrid versions of its flagship sedan, the A8, set to arrive in late 2011, and the Q5 SUV. A hybrid version of the A6 will shortly follow, as well as the all-electric R8 e-tron.

The German carmaker is determined to become the leading seller of electric cars, and its will is only matched by parent company Volkswagen, which intends to become the world’s leading automaker by 2018.

VW also announced it plans to start building electric powertrains in-house. Its electric motors will span the entire Group, which means they will also be used in the e-tron, that is set to go head-to-head with similar ecological concepts from closest rivals. A new components organization will be set up to become the system supplier for electric technology.