Green Options

The Audi E-Tron electric sports car is a go, according to Audi of America President Johan de Nysschen. The super-futuristic electric car that debuted at the Frankfurt Auto Show was such a hit that de Nysschen thinks there will be working examples on the road within two years.

It’s an Audi-tastic day! Johan de Nysschen, President of Audi US, certainly took some major heat over the interwebs today for his inflammatory and derogatory statements that the Chevy Volt is a “car for idiots” and that electric cars are only for intellectual elites to “make a statement.” They were especially curious comments because they came at the same time that Audi launched a website touting the power of electricity.

So, knowing how these things usually go, after some serious damage control conference calls between the Audi communications folks and higher level management, de Nysschen was probably forced to respond with a much more diplomatic take on his positions — what he should have done in the first place. It’s so hard to backpedal once you’ve said something as concrete as “you’re an idiot if you buy this car.”

Just ahead of the upcoming Frankfurt Auto Show, Audi is sending out *extremely* mixed signals on how involved it’s going to get in the development and production of electric cars. In the wake of the proclamation by Audi US President, Johan de Nysschen, that the Chevy Volt “is for idiots” and that electric cars are a mistake in general, Audi has just released a barrage of videos teasing about the power of electricity and hinting that they will be developing an electric car.

So which one is it Audi? Are you for or against EVs? Or is it that you just want to appear to be for EVs so that you can tame the “elite intellectual” crowd that you so heavily rely upon, while secretly being against? Perhaps a bit of nefarious greenwashing?

Bring on the war of words. In a frank conversation with MSN writer Lawrence Ulrich, Audi of America President Johan de Nysschen has said that the Chevy Volt will fail and that anybody who buys the car is an idiot. Not only that, de Nysschen has lumped proponents of any type of electric car into a category of “intellectual elite who want to show what enlightened souls they are.”

I’m guessing that means a fair amount of the people reading this would be considered idiots and pompous intellectual elites in Mr. de Nysschen’s book. Funny that. Hearing an Audi executive mocking any other car as being for intellectual pompous elites is, err, interesting, given that Audi is known for being in exactly that category themselves. Agh.