Audi SA’s Tarryn Knight chats to EMCSA about the brand’s 2026 electric vehicle strategy and the company’s growth as a leader in technology innovations and producing quality vehicles.

As part of the Audi’s corporate strategy, Vorsprung 2030, which directly translates to ‘lead by technology’, in 2021 the brand announced their goals to become an all-electric marque by 2026.

They launched their new e-tron range in South Africa in the first quarter of 2022. The all-electric range is headlined by the 440kW RS e-tron GT. In the same year, they partnered with GridCars to install 33 public charging stations for electric vehicles (EVs) across South Africa. The stations comprised four 150kW (DC) ultra-fast, five 80kW (DC) fast and twenty-four 22kW (AC) EV charger installations.

“This investment into the charging infrastructure was a critical one to ensure ease of charging for all electric vehicle customers,” said Tarryn Knight, Head of Marketing, PR and Product at Audi South Africa.

Early this year, Audi South Africa in partnership with Rubicon and GridCars, installed a further 43 charging stations in the country – this included the country’s first 200kW ultra-fast charger.

In Audi’s continued journey towards vehicle electrification, the brand promised to launch at least one new electric vehicle each year from 2022 onwards. They also plan to extend the electric vehicle charging network as part of their next step in preparing the country for an all-electric Audi future, and to facilitate electric vehicle adoption for all brands, not just Audi.

Speaking with EMCSA, Knight said: “As of 2026, all new models introduced by Audi globally will be fully-electric. This is in line with a mandate to achieve net-zero emissions by 2050 at the latest. Audi’s shift to electric mobility and the commitment to 2026 is part of our strategic realignment to help decarbonise the planet, not only in progressing the automotive industry, but also in enabling a positive impact on global climate change. Audi South Africa is an important part of this transition.”

Did you know?

Audi was the first vehicle brand to train and prepare South African First Responders (fire services and paramedics etc.) on the topic of e-mobility and electric vehicles. Seventy first responders were trained as part of Audi’s e-tron launch and electric vehicle roll out in May 2022.

“The classroom and practical training on electric vehicles enabled a train-the-trainer facilitation across all portfolios within the Department of Cooperative Governance and the National Disaster Management Centre in South Africa. This empowered the team of trainees to be in a position to adequately handle electric vehicle incidents on South African roads and share their knowledge further,” said Knight.

Audi electric vehicle models in South Africa

Currently, there are three Audi electric vehicle models in South Africa.

The e-tron is the first all-electric vehicle from Audi. The vehicle is a full-sized, luxury SUV sporting a state-of-the-art electric drive. It recovers and stores energy during normal driving whilst making for no compromise motoring enjoyment. Featuring all of the performance, luxury and levels of appointment you would expect from an Audi in a whisper quiet, zero emissions electric vehicle. Audi South Africa currently offers the e-tron 55 derivative in this model range.

The second model is the e-tron Sportback and e-tron S Sportback. All the convenience of a full-sized, luxury SUV with the coupe-inspired styling that is unique to an Audi Sportback model. With its unmistakable automotive style, fully battery electric technology and zero emission motoring, the Audi e-tron Sportback is the perfect marriage of dynamic design in a spacious SUV. What’s more, the S model brings the breathtaking performance of a sporty EV to utility vehicle lifestyle. 

The third model is the e-tron GT and RS e-tron GT. Never before has an RS model been so full of energy as the Audi RS e-tron GT. Its technical brilliance goes far beyond the impressive acceleration of 0-100k/h in 3.3 seconds and torque of 830Nm – it combines performance and progressiveness without compromise in its finishes and design. The e-tron GT quattro won World Performance Car of the Year 2022 and its styling leaves no question as to why.

“As Audi South Africa, we are incredibly excited and proud to offer these world class electric vehicles in South Africa and look forward to introducing even more,” said Knight.

What’s the latest on Audi’s electric vehicle strategy?

Together with its partners, Audi has invested about R45 million in the past two years into state-of-the art charging technology. The brand pioneered installation of ultra-fast public chargers in South Africa last year. To date, Audi has installed 76 fast and ultra-fast electric vehicle chargers across South Africa. With the latest addition of chargers, the total number of DC and AC charging connectors contributed by Audi now stands at 127.

“We have raised the bar even further by bringing the very first DC 200kW charger with solar power back-up as part of our second phase of investment in the country’s electric vehicle charging network,” said Knight.

Moving electric vehicles from niche to mainstream

EMCSA asking Knight about Audi’s view in moving electric vehicles from niche to mainstream, she said: “The electric transformation is welcomed by Audi and by our customers worldwide and will continue to accelerate in the coming years. Purchase decisions become a way for customers to make a statement and demonstrate personal values. Customer surveys on sustainability show that 64% of our customers are willing to support responsible sourcing and a greener product even if at a premium price.”

South Africa has some unique circumstances that make the conversation around electric even more interesting. Whilst some believe that certain factors (like unstable power provision and loadshedding) suggest electric mobility is not suitable for South Africa, Audi has a more optimistic approach.

“Audi believes that the ‘future is an attitude. The future is based on our decisions every day and how they move us forward. An optimistic view of the possibilities of cleaner, more efficient and cost-effective mobility in South Africa is what is driving Audi to invest locally in infrastructure, education and skills development throughout the country, and not only for our customers, for all EV customers,” said Knight.

Closing the #LetsTalkEV session, Knight said: “Electric vehicles are no longer a distant possibility, they’re a distinct certainty that links motoring enjoyment to environmental mindfulness. As the age of the internal combustion engine comes to an end, Audi is committed to the exciting possibilities of sustainable mobility led by electric innovation.”

For more of these chats, join us for EMCSA2023 Thought Leadership Summit in Cape Town from 18 to 19 April 2023. Registrations are still open.

Visit the EMCSA website for more information: https://www.evfuture.co.za/