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Off Base? Audi President Labels The Chevy Volt As A Car For "Idiots"

Agent009 submitted on 9/3/2009 Official Bell & Ross Timestamp: 2:20:26 PM

67 user comments | Category: Misc News | Source: | SOURCE: editorial.autos.msn.com

I've come to know Audi of America President Johan de Nysschen as a passionate advocate of fuel-sipping diesel engines.

That passion was on full display when I sat with de Nysschen at a media dinner in Carneros, Calif. (after test drives of three new Audi models), during which he sharply criticized electric vehicles -- including GM’s Chevy Volt.

He dismissed GM’s upcoming plug-in hybrid as “a car for idiots,” saying that few consumers will be willing to pay $40,000 -- the Volt’s estimated base price -- for a car that competes against $25,000 sedans and conventional hybrids. Nor, he noted, is the Volt a luxury car whose green-technology costs will be excused because it also delivers prestige or performance.

“No one is going to pay a $15,000 premium for a car that competes with a (Toyota) Corolla,” he said. “So there are not enough idiots who will buy it.”

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Off Base? Audi President Labels The Chevy Volt As A Car For

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"If everything seems under control, you're just not going fast enough."
— Agent009 (View Profile)

User Comments

A CEO of AudiUSA calling buyers of a particular car "idiots" is a complete PR flop for Audi. Very poor choice of words. Ouch!
— TimE (View Profile)

Posted on 9/3/2009 2:39:46 PM | reply to this comment | Votes: 22

That probably wasn't the best use of words, but then again those German's are pretty arrogant at times.
— Agent009 (View Profile)

Posted on 9/3/2009 2:58:58 PM | | Votes: 13

He thinks he's so cool. lol
I don't think he's got the charisma to say that yet... ever, now that he said that. I don't even know who he is.
— WorldofLuxury (View Profile)

Posted on 9/3/2009 3:04:14 PM | | Votes: 6

i completely agree with audis spokesman.
— KZ258 (View Profile)

Posted on 9/3/2009 7:43:55 PM | | Votes: 0

I agree! $40K?
— Mason3Robert (View Profile)

Posted on 9/3/2009 2:41:08 PM | reply to this comment | Votes: 6

Then again.... I wouldn't buy a 4 cylinder turbo A4 from $40 premium or prestige package either.
— Brembo (View Profile)

Posted on 9/3/2009 5:45:27 PM | | Votes: 15

Just like how Audi told the world that the self-parking feature is for people who can't park themselves and then went on to equip their own cars with the same feature after a few months, you can bet that behind the scene of this insecure guy's message he already has a huge team madly dissecting the Volt trying to figure out a way to come up with their own copy.
— FanboyOfTheTruth (View Profile)

Posted on 9/3/2009 2:41:21 PM | reply to this comment | Votes: 13

As far as I know, Audi does not have a feature that parks itself. I think you're wrong.
— FitzLA (View Profile)

Posted on 9/3/2009 4:09:33 PM | | Votes: -8

Search before you post.
http://www.autoexpress.co.uk/news/autoexpressnews/226596/selfpark_a3_is_ace_of_space.html
— FanboyOfTheTruth (View Profile)

Posted on 9/3/2009 4:24:27 PM | | Votes: 8

The irony is Audi is coming with R8 ePerformance electro-powered sports cars to the IAA autoshow. And such car when in production in some 5 years will cost way over $100k. And that won't be idiotic?

— TimE (View Profile)

Posted on 9/3/2009 2:55:01 PM | reply to this comment | Votes: 14

Some cars are more of an engineering exercise than a profit source. They are put into place to prove the technology. The R8 ePerformance is such an example.
— Agent009 (View Profile)

Posted on 9/3/2009 4:44:08 PM | | Votes: 0

Again, just like the Volt Engineering experiment.
— Invisible (View Profile)

Posted on 9/3/2009 5:04:05 PM | | Votes: 4

audi/vw's W12 is also an "engineering exercise" answering a question no one asked.

when it takes half a day to change a water pump on just the vr6, digging into the W12's innards will be a mechanic's nightmare.

overlay that with vw/audi "quality/RELIABILITY", ONLY AN IDIOT would even consider purchasing those products!
— XYZZ (View Profile)

Posted on 9/3/2009 5:34:02 PM | | Votes: 4

That's not irony, but a reflection of his viewpoint that people WILL pay a premium for an electric-powered car in the luxury segment. No one might think that choosing the word "idiot" was a public-relations coup, but if you interpret carefully what he said (and follow some of the links) and consider that he knows that Audi is working on an electric concept and has launched a microsite about the very topic, you might just think he's genius trying to rouse people from their green stupor.

I've long argued to anyone who would listen that it was ass-backwards to try to develop electric-powered cars with limited range to the mass market first, especially in the form of boring or quirky economy sedans. Sports cars, especially the exotic or racing variety, always seemed like the ideal development platform inasmuch as NO ONE owns an exotic sports car as their only means of transportion and few of them log very many miles. Their owners can afford to have another car as a daily driver and to pay a premium for the cachet of having an all-electric powertrain (and would as long as the performance was there) even if the range isn't quite there. The people who founded Tesla understood this.

The hybrid was the half-measure solution for those who insisted on targeting the masses who couldn't afford two cars because it offered the range they needed with reasonably, though not dramatically, improved mileage and uninspiring performance. Temporarily OK as an alternative in times of high gas prices and definitely good at igniting some competition, but limited to a slightly elite and environmentally passionate (if deluded) market. De Nysschen may have correctly identified a saturation point with the mass-market hybrid segment dominated by the iconic Prius and probably sees the folly of trying to further develop electric-power technology in cars whose price must be kept down.

I will say this, he is spot on in identifying the importance of cleaning up the power grid. He's nailed it in suggesting that many people are paying premiums for hybrids to appear enlightened without being so (and getting little else from the car to boot). In simple terms, I think the guy is saying that Audi is going to offer something that isn't an appliance at a luxury car price. Time will tell.
— AlleVier (View Profile)

Posted on 9/4/2009 12:52:20 AM | | Votes: 1

If there's an electrical malfunction at the dealer, do you get "sticker shock?"
— LauderdaleDriver (View Profile)

Posted on 9/4/2009 10:37:55 AM | | Votes: 1

How the general public will takes this,

Audi President Labels The Chevy Volt As "A Car For Idiots"

The volt is a green car - people who buy green cars are idiots - Audi hates green cars

The idiot is the one who uttered the statement.
— theoptimisticpessimist (View Profile)

Posted on 9/3/2009 2:55:15 PM | reply to this comment | Votes: 16

Couldn't agree more with him.

100% true.

001
— Agent001 (View Profile)

Posted on 9/3/2009 3:03:46 PM | reply to this comment | Votes: -5

so you're saying that you would also say the exact same thing if you were that guy. i wouldnt, imo, even if i agreed b/c its bad for business.

— lexusrox123 (View Profile)

Posted on 9/4/2009 6:03:14 PM | | Votes: 1

Audi of America President, Johan de Nysschen, I'm sad to say, is the idiot here.

His comments were unacceptable and can quite easily cause a public relations disaster...Audi knows too well what that can do.
— GermanNut (View Profile)

Posted on 9/3/2009 3:15:33 PM | reply to this comment | Votes: 9

Bob Lutz has made a career out of comments that ruffle feathers and they still keep coming.
— Agent009 (View Profile)

Posted on 9/3/2009 4:47:49 PM | | Votes: -1

He is dead on and I have found him knowledgeable, outspoken and right on a number of issues.

"America buys horsepower and but drives torque" was a memorable quote.

Dropping the 6 banger in the A4, the V8 in the S4, focusing on high torque blown engines and diesels moving forward is ballsy bit paying off. No wonder Audi of America is doing so well relatively these days.

Don't discount de Nysschen.
— sdcarguy (View Profile)

Posted on 9/3/2009 3:25:49 PM | reply to this comment | Votes: -7

He's the Bob Lutz of the future.
— sdcarguy (View Profile)

Posted on 9/3/2009 3:44:15 PM | reply to this comment | Votes: 1

He just doesn't understand the market demographics of the U.S.A.
The "idiot" target market in the U.S.A. is HUGE.
— AgentOrange (View Profile)

Posted on 9/3/2009 3:45:26 PM | reply to this comment | Votes: 6

You might have a point there, just look at any cost analysis of a hybrid and then factor in what you will save. It doesn't take a rocket scientist to figure out they don't make economic sense, yet they sell. Maybe GM will have the last laugh on this one.
— Agent009 (View Profile)

Posted on 9/3/2009 4:46:18 PM | | Votes: -1

Label me Idiot #1.

I would gladly get rid of my wife's 3-series (probably give it to my son), give her my X5, and get myself a Volt. I only drive 15 miles round trip each day to/from work.

It would be very easy for me to NEVER have to buy petrol EVER AGAIN!

For trips longer than 40 miles, we always take the X5 anyway so no change in our habits is required.

And since I already pay a premium for my vehicles (by buyimg BMW's), I can afford the premium for a Volt.

And here in LA, if you look around at all of the BMW's. MB's, Audi's, etc, you can easily imagine that there are a LOT of other people who can afford the Volt premium price too.
— thstone (View Profile)

Posted on 9/3/2009 4:07:11 PM | reply to this comment | Votes: 9

“No one is going to pay a $15,000 premium for a car that competes with a (Toyota) Corolla,” he said. “So there are not enough idiots who will buy it.”

Interesting. Aren't most Audi's just VWs with a $15,000 dollar price hike!
— Invisible (View Profile)

Posted on 9/3/2009 4:17:38 PM | reply to this comment | Votes: 10

Yawn!
— Agent009 (View Profile)

Posted on 9/3/2009 4:49:19 PM | | Votes: -9

Now that's an idiot!
— VISO (View Profile)

Posted on 9/4/2009 1:47:18 AM | | Votes: 2

Invisible, aren't you just amazin_Bimmer all over again?? I certainly think so....get ready for you third ban and counting!!
— GermanNut (View Profile)

Posted on 9/3/2009 4:44:02 PM | reply to this comment | Votes: -2

Triple Kudos to Johan...yes the volt is the official car for idiots.
— Type707 (View Profile)

Posted on 9/3/2009 5:25:39 PM | reply to this comment | Votes: -4

"audi idiot" has such a NICE RING to it.
— XYZZ (View Profile)

Posted on 9/3/2009 5:40:04 PM | reply to this comment | Votes: 5

Agree very 'Idiot' statement. And he is a president not some lower grade employee in Audi whose statement can be ignored.

JUGNU
— JUGNU (View Profile)

Posted on 9/3/2009 6:08:07 PM | reply to this comment | Votes: 5

The Volt is priced at a premium level and its still uses gas people. It is not as forward thinking as GM would want you to believe. I like the design but why pay 40 plus for a hybrid car when in due time you will be able to buy a true EV / electric car that also has performance - that is if u trust what Tesla will be offering by that time span- hopefully a 30 k electric sedan.
— 007vehispy1 (View Profile)

Posted on 9/3/2009 7:17:20 PM | reply to this comment | Votes: 1

That was a harsh statement,but you know what?Its unfortunate most of the public besides car enthusiast will never know he said those words. Maybe hes just that damn cocky.
— rxh8me9000 (View Profile)

Posted on 9/3/2009 7:36:10 PM | reply to this comment | Votes: 1

Exclusive bumper sticker for Chevy Volt:
"The gas-guzzler driving Audi CEO thinks I'm an idiot."

;-)
— TimE (View Profile)

Posted on 9/3/2009 7:52:50 PM | reply to this comment | Votes: 4

No offense, but people say the same thing about owning an Audi.
Poor reliability and low resale value.
— ceric (View Profile)

Posted on 9/3/2009 7:59:46 PM | reply to this comment | Votes: 6

time to go back to your little cave.
— lexusrox123 (View Profile)

Posted on 9/4/2009 6:06:58 PM | reply to this comment | Votes: 0

HyundaiSmoke

-Buy American Last!!!

Nice to know you hate America. Tell me who you work for so I can never do business with them!
— theoptimisticpessimist (View Profile)

Posted on 9/3/2009 8:34:31 PM | reply to this comment | Votes: 5

hmmm.....hyundaismok where do you live?
— lexusrox123 (View Profile)

Posted on 9/4/2009 6:09:08 PM | | Votes: 1

Criticizing electric cars isn't a very smart move, especially when your company just started a micro-site hinting at future electric car production!
— LUXCAR32 (View Profile)

Posted on 9/3/2009 9:27:18 PM | reply to this comment | Votes: 2

He is not criticizing electric cars. Audi has a huge program developing electric drivetrains taking place now. Also, Audi is releasing a full electric R8 concept at Frankfurt. So, I do not think he is dismissing electric drivetrains.
— VISO (View Profile)

Posted on 9/4/2009 1:44:52 AM | | Votes: -1

Unfortunately, so many commentors of this post fall right into Audi's lap. Nysschen is not discounting the Volt or electric vehicles- he's merely speaking the truth when he states most Americans will NOT pay 40 grand for this when they can get Japanese reliabilty in a Prius fully loaded for 32k. Now if the Volt was 30k do you think he would have made that comment? Bottom line is the Volt will probably be a good car- but not for 40 grand. So stop your defensiveness and whining and actually look at the facts- forget about the idiot part....WOULD YOU PAY 40k FOR A VOLT? If not then sit down and shut up.........
— BondMI6 (View Profile)

Posted on 9/3/2009 10:52:11 PM | reply to this comment | Votes: 1

Correction- commentators.......... (Don't want to be an idiot now do we)
— BondMI6 (View Profile)

Posted on 9/3/2009 10:53:31 PM | reply to this comment | Votes: 1

Incidentally, de Nysschen has issued a clarification on his statements in the Audi USA News Facebook page as stated in the New York Times blog link below.

http://wheels.blogs.nytimes.com/2009/09/03/audi-president-chevy-volt-is-a-car-for-idiots/

http://www.facebook.com/note.php?note_id=125865371397&ref=mf

— AlleVier (View Profile)

Posted on 9/4/2009 12:59:12 AM | reply to this comment | Votes: 0

I wouldn't pay $40k for an Audi A4 either though. So can I say that Audi's are for idiots? It's a PR flop and shouldn't have been vocalized. If Audi wanted to do something, stop the talk and bring over some efficient diesels to the masses in the US market. BMW is doing it, Mercedes already has it. And VW offers diesel options.

At some point your going to have to make your luxury Jetta a competitor instead of putting your 3.2 against an entry 3 series for speed comparos. Or vice versa with your lil 4 banger against a 330 for fuel consumption.
— Whelan (View Profile)

Posted on 9/4/2009 8:53:09 AM | reply to this comment | Votes: 2

I think de Nysschen should add himself to the list of idiots. He too, like many here, incorrectly see the Volt as competition for the Prius. They are not in the same class. The Volt is tecnically in a class by itself, but if pressed will actually duke it out with the HS250h, another dedicated, high-end hybrid. The Volt will compete with "brand name" marques the same way that Corvette does it with the Porsches and the Ferraris (yes you read that shit right) out there. Ask Jeremy Clarkson. He'll be VERY honest with an answer. Not because it wears a Chevrolet badge means it cannot hold its own against that lot. As we talk about engineering excercises, I recall a VERY recent engineering excercise that involved the VAG group. It's called the Bugatti Veyron. They lost millions on that, but they deemed it okay because the things that were learnt were priceless. Not to mention the bragging rights. The Volt is also an engineering excercise for GM. They will probably lose money on it, but they will learn things in ways that GM (and possibly Audi) never have before. These thigns will eventually find their way into less expensive, more mainstream products.
— tango (View Profile)

Posted on 9/4/2009 10:11:30 AM | reply to this comment | Votes: 3

and how many years does it take to get your money back after paying a premium on a new prius?

5-series in awd trim drives very well in the snow. and the s4 has to be faster than a 335i, because it's more expensive. and yes, you can drive a m3 in snow. rs5 has been in research forever because they are trying to make it faster than a m3. if it's not faster than an m3, they won't bring it out.

people buy hybrids and diesels with their own agendas in mind. both offer real savings in one form or another and provide true alternatives to petrol. is it worth the premium? it really depends on what you're looking for. hybrids hasn't shown any real advantage over diesel in any category, so i wouldn't dismiss diesels just yet.
— validus00 (View Profile)

Posted on 9/4/2009 11:13:52 AM | reply to this comment | Votes: 2

s4 is priced higher than 335xi. unless they decide to bring chinese- built audi's here, it'll be really hard I discount their cars anymore than they are now.

i think audi is looking for more than beating the m3 in a straight line test. that's why they're spending so much time on the nurburgring. the c63 is much slower on a track but offers better 0-60 performance, mostly because the c63 and m3 caters to different kind of customers.
— validus00 (View Profile)

Posted on 9/4/2009 1:43:44 PM | | Votes: 2

Sticks & stones...
— theman440 (View Profile)

Posted on 9/4/2009 12:11:47 PM | reply to this comment | Votes: 1

Audi's RS5 is going to beat the M3 in the straights and the Nurburgring. The ordinary A5 has already seen a new engine (2.0T) and convertible models brought to market before the RS5 came out.

The Quattro AWD is phenomenal. Despite de Nysschen's comments, I fully believe Audi will become the world's best selling premium brand by 2015 based on their significantly better sales (on a percentage basis) than BMW.
— GermanNut (View Profile)

Posted on 9/4/2009 4:36:32 PM | reply to this comment | Votes: -1

audi's awd systems, or really swedish company haldex's systems, may be good but where has it been proven to be phenomenal? on the track mitsubishi's ayc and nissan's attesa systems are better no? has audi left its mark on nurburgring yet? nope.

in the offroad scene, audi is also nowhere to be found. where's audi's involvement in wrc and events like transsyberia?

the fact that other manufactures can license the same haldex awd systems currently being used by audi's quattro should tell you something. hyundai being one of them. heh.
— validus00 (View Profile)

Posted on 9/4/2009 5:16:29 PM | | Votes: 2

audi's applications of the torsen diff (american) is exactly the same case as audi's adaptation of haldex awd systems. audi's original trademarked quattro died when audi introduced torsen to its customers in 1988.
— validus00 (View Profile)

Posted on 9/4/2009 5:40:59 PM | | Votes: 2

He has a point though, why would someone pay that much for the volt when a prius is much cheaper. Granted the prius wont get the same proposed gas mileage as the volt of 120 MPG. Ive always believed that the volt is to expensive and if GM wants to make a come back they have to make a great car that is affordable to a bigger part of the population.
— morhpthanu (View Profile)

Posted on 9/4/2009 5:57:04 PM | reply to this comment | Votes: 2

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Off Base? Audi President Labels The Chevy Volt As A Car For "Idiots"

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