Lindsay Saker Audi
Lindsay Saker Audi - Myth busting




Myth-busting

At Audi South Africa we feel confident that the market we serve is ready to embrace a more premium and sustainable form of mobility. As we plan to bring the Audi e-tron range of electric vehicles to South Africa, we believe that it’s also an opportune time to inspire and expose consumers towards the future of motoring and all that it can offer. The future is really an attitude if you are able to embrace the transformation and look at the possibilities that the new era of e-mobility will include.

Lindsay Saker Audi -  Myth busting

Maintaining the charge

As a market, South Africa is assumed to have many adoption barriers to overcome as it prepares to embrace the next era of mobility. But the excitement and possibilities around e-mobility offer much fascination when one considers the optimistic outlook, writes Sascha Sauer, Managing Director of Audi South Africa. Let’s debunk and address the perceived anxiety associated with charging an electric vehicle in the current South African landscape.

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Maintaning the Charge

As a market, South Africa is assumed to have many adoption barriers to overcome as it prepares to embrace the next era of mobility. But the excitement and possibilities around e-mobility offer much fascination when one considers the optimistic outlook, writes Sascha Sauer, Managing Director of Audi South Africa. Let’s debunk and address the perceived anxiety associated with charging an electric vehicle in the current South African landscape.

At Audi, we’re not only fully committed to embracing the move towards e-mobility in South Africa by bringing in a range of electric vehicles under the e-tron name plate within the first quarter of 2022, we’re also excited about capturing imaginations and committed to changing customer perceptions towards electric vehicles in general. The South African consumer is nothing if not resilient. Well versed in anticipating and planning ahead in the face of power supply interruptions, rescheduling commitments and adjusting plans for a last minute scenario. This means that the prospect of electric vehicle ownership and adoption should not be tainted by the outlook of load-shedding. A question regularly encountered around the prospect of electric vehicle ownership in South Africa is the perceived impact of the well-documented instability within our state-supplied power supply. While certainly inconvenient and, at times, frustrating, the impact of a power interruption event can be largely negated via planning and preparedness, much like managing the charging of a mobile phone. While South Africa’s evolving public charging infrastructure already includes more than 300 universally configurable public stations – soon to be supplemented with high speed options at ten Audi Dealerships around the country – global research suggests most electric vehicle owners have adopted a pattern of “top-up”, overnight home charging behaviour. Every Audi e-tron purchase in South Africa will include a complimentary home visit and consultation as part of the sales process which is aimed at establishing what potential home system upgrades are recommended and technically possible, in order to best meet customer expectations and accommodate electric vehicle ownership and private charging. In some instances, this could also include supplementation via solar power. Each Audi e-tron model confirmed to date for our market boasts a range exceeding 340 kilometres. Noting the documented average daily distance traveled by car by most South Africans as being 22.5 kilometres, it’s conceivable that a fully electric Audi e-tron would only need to be completely recharged twice per month. Potential interruptions to a home’s power supply aside, assuming the car is charging via a recommended outlet source, an owner will always wake up to a fully charged vehicle at their convenience. Boasting one of the highest ratios of charging points to electric vehicles car park available in the developing world, including one within approximately every 200 kilometres on five major road networks, around 58% of these stations are mated with a back-up power supply. In these instances, a 50 kW DC charger is capable of recharging a vehicle to 80% of battery capacity in and around two hours, even during times of scheduled load-shedding. Looking at these facts and figures, at Audi South Africa we feel confident that the market we serve is ready to embrace a more premium and sustainable form of mobility. As we plan to bring the Audi e-tron range of electric vehicles to South Africa, we believe that it’s also an opportune time to inspire and expose consumers towards the future of motoring and all that it can offer. The future is really an attitude if you are able to embrace the transformation and look at the possibilities that the new era of e-mobility will include.

Lindsay Saker Audi -  Myth busting

Calming the uncertainty: range anxiety, charge time, battery power

Each evening before we switch off the lights, we keep our devices plugged in for an overnight charge so that they’re ready for operation in the morning. In a digital world of mobile phones, tablets and smartwatches, recharging is so habitual that we do it unconsciously. And so the idea of a “top up charge” to an electric vehicle each night can easily form part of our daily routine, writes Sascha Sauer, Managing Director of Audi South Africa.

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Calming the uncertainty: range anxiety, charge time, battery power

Electric vehicles: adopting a proactive charging behaviour
Each evening before we switch off the lights, we keep our devices plugged in for an overnight charge so that they’re ready for operation in the morning. In a digital world of mobile phones, tablets and smartwatches, recharging is so habitual that we do it unconsciously. And so the idea of a “top up charge” to an electric vehicle each night can easily form part of our daily routine, writes Sascha Sauer, Managing Director of Audi South Africa. Range anxiety – the fear of an electric vehicle running out of charge unexpectedly before you arrive at the next place to plug into the grid – is listed as one of the reasons for hesitancy around local electric vehicle ownership, according to 2020 South African EV Car Buyers Study. Of course, range anxiety isn’t just an electric vehicle problem – internal combustion engines run out of fuel too – but we’re so accustomed to seeing fuel stations on the road that it’s not something that we worry about. Global research suggests that about 80% - 85% of electric vehicle owners adopt the habit of overnight “topup” home charges, broadly replicating how most of us manage the day-to-day battery life of our mobile devices. The Audi e-tron 50 with its 71kWh battery boasts a range of more than 340 kilometres and when using the standard Audi compact charger on a single phase, 32 amp industrial socket, conveniently installed in the garage, the electric vehicle is charged at 80% overnight (from an estimated level of 5%) within a timeframe of approximately 10 hours. Charge time decreases and driving range opportunity increases as you move up the range of the six new e-tron models that we are introducing to South Africa in early 2022. If a motorist drives around 40 kilometres a day, the e-tron 50 will only need a full charge atleast once a week. Therefore, overnight “top up charges” will be sufficient for your daily commute. Sophisticated in their workings, Audi e-tron models are engineered to continuously monitor the remaining range and provide early warning to the driver. Adapting one’s driving style and behaviour can play an important factor in preserving energy usage. Considering that the majority of driving is a single commute for most, the e-tron driver can enjoy all of the comfort features which Audi is known for when it comes to interior design. If at any time, the e-tron’s battery range is low and without the support of a charger nearby, a twostage warning is given (at 100 and 50 kilometres). Once the battery level is displayed as 0%, the e-tron will enter an emergency mode which allows the vehicle to be moved a few 100 metres to a safe location. At this point, Audi Assist is equipped to provide a helping hand, 24/7. At one of the more than 300 (and counting) 50kW and 60kW public charging stations, an Audi e-tron 50 can be fully recharged in 90 to 120 minutes. The e-tron GT and range-topping RS e-tron GT with their respective 93kWh battery systems can be charged from 5% to 80% in just over 30 minutes, using ultra-fast public charging infrastructure (150kW). There is really no need to worry about range, lack of charging support or finding yourself stranded. Just like with an internal combustion-engine vehicle, you can certainly drive an all-electric car until its “tank” is empty, but a simple shift in user behaviour is all that’s required to alleviate any such anxiety. It’s all about the mindset and the willingness to change and transition towards this new concept of e-mobility. Which should be seen as exciting and not daunting. Looking at these facts and figures, at Audi South Africa we feel confident that the South African market is ready to adopt a more premium and sustainable form of mobility. As we plan to bring the Audi e-tron range of electric vehicles to South Africa, we believe that it’s also an opportune time to inspire and expose consumers towards the future of motoring and all that it can offer. The future is an attitude if you are able to embrace the transformation and look at the possibilities that the new era of e-mobility presents.

Lindsay Saker Audi -  Myth busting

Charging a car will soon be habitual

In a digital world of mobile phones, tablets and smartwatches, recharging is so habitual that we do it unconsciously. SASCHA SAUER, Managing Director of Audi South Africa believes that charging your car will soon form part of this routine.

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Charging a car will soon be habitual

In a digital world of mobile phones, tablets and smartwatches, recharging is so habitual that we do it unconsciously. SASCHA SAUER, Managing Director of Audi South Africa believes that charging your car will soon form part of this routine. Range anxiety – the fear of an electric vehicle running out of charge unexpectedly before you arrive at the next place to plug into the grid – is listed as one of the reasons for hesitancy around local electric vehicle ownership, according to 2020 South African EV Car Buyers Study. Of course, range anxiety isn’t just an electric vehicle problem – internal combustion engines run out of fuel too – but we’re so accustomed to seeing fuel stations on the road that it’s not something that we worry about. Global research suggests that about 80% – 85% of electric vehicle owners adopt the habit of overnight “topup” home charges, broadly replicating how most of us manage the day-to-day battery life of our mobile devices. The Audi e-tron 50 with its 71kWh battery boasts a range of more than 340 kilometres and when using the standard Audi compact charger on a single phase, 32 amp industrial socket, conveniently installed in the garage, the electric vehicle is charged at 80% overnight (from an estimated level of 5%) within a timeframe of approximately 10 hours. Charge time decreases and driving range opportunity increases as you move up the range of the six new e-tron models that we are introducing to South Africa in early 2022. If a motorist drives around 40 kilometres a day, the e-tron 50 will only need a full charge at least once a week. Therefore, overnight “top up charges” will be sufficient for your daily commute. Sophisticated in their workings, Audi e-tron models are engineered to continuously monitor the remaining range and provide early warning to the driver. Adapting one’s driving style and behaviour can play an important factor in preserving energy usage. Considering that the majority of driving is a single commute for most, the e-tron driver can enjoy all of the comfort features which Audi is known for when it comes to interior design. If at any time, the e-tron’s battery range is low and without the support of a charger nearby, a twostage warning is given (at 100 and 50 kilometres). Once the battery level is displayed as 0%, the e-tron will enter an emergency mode which allows the vehicle to be moved a few 100 metres to a safe location. At this point, Audi Assist is equipped to provide a helping hand, 24/7. At one of the more than 300 (and counting) 50kW and 60kW public charging stations, an Audi e-tron 50 can be fully recharged in 90 to 120 minutes. The e-tron GT and range-topping RS e-tron GT with their respective 93kWh battery systems can be charged from 5% to 80% in just over 30 minutes, using ultra-fast public charging infrastructure (150kW). There is really no need to worry about range, lack of charging support or finding yourself stranded. Just like with an internal combustion-engine vehicle, you can certainly drive an all-electric car until its “tank” is empty, but a simple shift in user behaviour is all that’s required to alleviate any such anxiety. It’s all about the mindset and the willingness to change and transition towards this new concept of e-mobility. Which should be seen as exciting and not daunting. Looking at these facts and figures, at Audi South Africa we feel confident that the South African market is ready to adopt a more premium and sustainable form of mobility. As we plan to bring the Audi e-tron range of electric vehicles to South Africa, we believe that it’s also an opportune time to inspire and expose consumers towards the future of motoring and all that it can offer. The future is an attitude if you are able to embrace the transformation and look at the possibilities that the new era of e-mobility presents.

Lindsay Saker Audi -  Myth busting

Four Reasons To Be Inspired By E-Mobility

The future of personal mobility is electric, and we are responsible for ensuring that future generations can live a life in a healthy environment and that respects and addresses the positive moves towards sustainability, while still being able to enjoy the aspects of performance, digitalisation and design, writes Sascha Sauer, Managing Director at Audi South Africa.

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Four Reasons To Be Inspired By E-Mobility

The future of personal mobility is electric, and we are responsible for ensuring that future generations can live a life in a healthy environment and that respects and addresses the positive moves towards sustainability, while still being able to enjoy the aspects of performance, digitalisation and design, writes Sascha Sauer, Managing Director at Audi South Africa. We believe that the progressive adoption of electric vehicles in South Africa will be defined by what we would like to call the Four Rings of e-mobility. As we plan to bring the Audi e-tron range of electric vehicles to the local market, we believe that it’s also an opportune time to inspire and expose consumers towards the future of motoring and all that it can offer. The future is an attitude if you are able to embrace the transformation and look at the possibilities that the new era of e-mobility presents. These Four Rings of e-mobility signify to us, the four reasons to believe in the future of electric mobility for South Africa.

Sustainability

From 2026, Audi will only launch new models that are fully electric on the global market, with a mandate to achieve net-zero emissions by 2050 at the latest. A recent McKinsey report amplifies that the automotive future is an electric one and that there is need to change the role that the industry plays in reducing global CO2 emission levels and decarbonising the planet. Electric vehicles have a critical role to play in this important shift to help decarbonise the planet, not only in progressing the automotive industry forward, but enabling a positive impact on the global climate change debate. At the core of Audi’s global mandate is a consciousness of the impact that personal mobility has on the environment. To safeguard individual premium mobility, we have to decarbonise the transportation sector through electrification with green energy and faster collaboration in cross-sector work and through adjusting the regulatory framework. We believe this is possible by stimulating electric mobility demand and bringing the product to market. We are convinced that the industry has a responsibility to play. That is why we aim to do this in a significant way through the introduction of the Audi e-tron range in South Africa, with six model derivatives on offer at launch in quarter one next year. Therefore the progress in all relevant areas like charging infrastructure, regulatory support, Dealer network, energy suppliers, service providers and cross sector collaboration will accelerate.

Digitalisation

As the McKinsey report points out, the rapid speed of current automotive technology innovation is coming about is incredible. Organisations are developing new concepts of electric, connected, autonomous, and shared mobility. Remember when your mobile phone could only make calls or send a text message? Much like the fast-paced evolution of these handheld devices, the dawn of e-mobility coincides with new possibilities around customisable user interfaces within a vehicle’s cabin, like the latest in navigation, infotainment and active driver safety system technologies but also outside the vehicle’s cabin with its increasing car-to-x connect capabilities. A commitment towards living progress means that Audi’s approach to e-mobility is therefore not only led by electric vehicles but digitalisation too. From connected technologies to artificial intelligence and alternative drivetrains technology and digitalisation form an integral part of our quest towards sustainable premium mobility. Our recently revealed concept vehicles - the Skysphere and Grandsphere - are a true representation of a premium automotive future – one which perfectly blends both luxury and digital mobility. It reveals how we as a premium automotive brand envision the future of premium mobility: connected, sustainable, electric and autonomous.

Performance

Consumer behaviour and awareness is changing, albeit slowly. It’s often only when a consumer experiences an EV that they discover there are no performance comprises in the driving experience. E-mobility opens up new dimensions in driving dynamics, like the fully variable power distribution of the electric quattro drive with torque vectoring in the Audi e-tron Sportback S. Audi’s proud history of dominance through innovations across various motorsport disciplines, combined with the inherent benefits of electric performance and the optimal balance of weight associated with these sophisticated platforms allows for excellent sharing of research and development from race cars to series production. How better could this be demonstrated than by proving innovations successful in the toughest and demanding motorsports challenges like the 24 hours of Le Mans or the gruelling Dakar rally? In January 2022, Audi will be the first manufacturer ever to take on the challenge of the Dakar rally relying on electrified drivetrain technologies bound for future road-going Audi e-tron offerings to come.

Design

The packaging of a modern electric vehicle allows for fresh design thinking when it comes to unique proportions, high-class interior features and optimised versatility. Since the battery is located in the floor and between the front and rear axles, and the signature “Singleframe” grille which is no longer bound to function as a conduit into the engine bay, allows for new licence-to-create opportunities. The design language of an electric vehicle, of course, has to transform new aesthetics, to the new digital enhancements and allow the overall package of the vehicle to be something that intrigues, inspires and stands out. Electric mobility is becoming dynamic and fascinating, as proven by the halo model, the Audi e-tron GT. The four-door coupé, which will be introduced on the market as an RS model at the same time, reinterprets the classic idea of the gran turismo: Its design is highly emotive, its technology is revolutionary and its performance is breath-taking – a classical marriage of the Four Rings of mobility. For South Africa to embrace the future of mobility, we need to bravely see past the challenges and misconceptions of electric vehicles. This journey is not a solo expedition but rather a collaborative voyage by all players in the market, not just the automotive manufacturers. From an Audi brand point of view, we are fully committed to embarking on this new adventure towards e-mobility and our strong e-tron product line up is a bold representation of our intent and commitment to transforming the sector.


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