Audi NZ Ambassador and Huffer founder, Steve Dunstan, was in San Francisco last week for the global reveal of the all-electric e-tron, and fresh from his highly successful New Zealand Fashion Week show, he found aesthetic similarities between the two events.
The e-tron launches here in July and Audi NZ’s head of marketing, Chanelle McDonald, told Driven that there is already incredible interest in the vehicle.
The e-tron has a battery range of more than 400km, achieved by the new design and aerodynamic principals. It produces 300kW of power and goes from 0-100km in 5.6s.
Read more: Full Audi e-tron preview
Bram Schot Temporary CEO of AUDI AG presents the Audi e-tron. Photos / Audi AG
The sport SUV is 4901mm long, 1935mm wide and has a wheelbase of 2928mm, meaning it sits between the Audi Q5 and the Audi Q7, but it is only 1629mm high, making it coupe-like in design. Dunstan told Driven exclusively about the launch.
Steve Dunstan: The first day comprised travelling to Tech Park, where we were to learn all about the vehicle without actually seeing it. The e-tron had been pulled apart, and you could see everything from drive train to battery pack and to aerodynamics through augmented reality.
Read more: Audi e-tron will launch 12-model EV offensive
The Tech Park event was also a general discussion around future EV within Audi and the roll-out of 12 models by 2025.
In the past I’ve been a sceptic when it comes to the practicality of EVs. I really like driving; I like that engagement of driving. To me, it’s relaxing, it’s fun, it’s about independence and freedom.
But after attending this event and seeing not just the e-tron but hearing about the future, covering all segments of the market from sport through to time-lapse driving, the reality got me quite excited about the change in EV.
After Tech Park it was time to see the e-tron, so 2000 of us went on a cruise ship across the San Francisco harbour to Craneway Pavilion — imagine it being three times the size of Auckland’s Shed 10.
We all had Audi wristbands on, which I thought was for entry to the event. But as we docked and manoeuvred into place alongside the pavilion, hundreds of lights appeared in the sky, then our wristbands started lighting up. It was pretty amazing experience just on dusk.
The “lights” were actually 550 drones in the sky that basically danced and entertained with music and then slowly formed into the Audi logo, which was impressive and quite massive, too.
This huge pavilion had been dressed beautifully; it had this most amazing 3D projection all around it, with lights and what seemed to be lasers. It was so impressive.
It was actually inspirational because, to me, it was like the fashion week of cars, something I could relate to.
There was this huge, massive video screen, which was super high-resolution and on stage was Audi’s acting CEO, Bram Schot.
He spoke about the future of Audi and electrification, also he paid respect to the industry, development and the goal posts coming closer, but in the same breath also reinforced the fact that Audi has been making cars for more than 100 years, but not first to market. As in, if you’re first to market, it doesn’t make you the best.
I think the references were Muhammad Ali didn’t invent the knock-out punch, Elvis didn’t invent rock n roll.
At this stage the e-tron came on stage. It was in shadow but you could see the outline. It had an illuminated grille and came on stage with visuals in the background.
Joining it on stage was LA-based DJ Diplo and he began to perform with the e-tron. With Diplo, Audi is thinking ahead: the future generations, the engagement. Diplo being a relatively progressive artist, to have him on stage resonated.
I thought it was so refreshing to see someone at the cutting edge of electronic music come straight after the car reveal.
It was similar to how we would run a fashion week show. We’d have a little build up, a new arrival in a show, followed by a performance, which is brand positioning.
Other e-tron came on stage too, including Edition One, then the ropes were dropped and we could all get on stage and be part of a 90-minute Diplo set.
I introduced myself to the e-tron designer, Marc Lichte, who also designed the Audi A8. I congratulated him on the design and the good job he’s done for Audi. You can see his design aesthetic coming through.
I was inspired by their working around a product that has a purpose. You have a battery pack on the base of the car and you need to work around that with your motors. So, embracing the functionality of the car and bringing that through in design lines.
Read more: Audi Q2 Huffer Edition 1: Kiwi fashion's crossover SUV
-As told to Liz Dobson
