Audi Says It Is Not Interested In Jumping On The "Green" Bandwagon

Audi will not follow BMW in trying to position itself as a green brand, according to company boss Rupert Stadler.

Stadler said that, while Audi will always try to build as efficient vehicles as possible, it would never sell its cars on the back of being a green brand.

"We will stick to our Vorsprung Durch Technik philosophy, not have a catch-all marketing claim such as Efficient Dynamics," said Stadler. "We're convinced in Vorsprung Durch Technik, we're a dynamic, sporty brand but not necessarily positioned as a green brand. That will come about as a matter of course.

"We want to take out weight and want to further diesel and FSI technology. We can still improve fuel consumption. But we will not position Audi as a green car brand - we will fulfil regulations - but we are also an emotional brand."



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