“All of this, however, is just the very beginning,” Hoffmann said. “Both for our sales as for our aftermarket business, the future of electric drivetrains holds much in store.”
Audi development chief Michael Dick said at the Geneva auto show in March that Audi expects about 5 percent of its new-car sales to be electric models in 10 years.
Audi will bring an e-tron sports car to market in 2012. The company unveiled the A1 e-tron, a nearly production-ready concept developed from its new A1 subcompact, at the Geneva show. The A1 e-tron is the third electric car concept from the German brand, which unveiled larger e-tron cars at the Detroit auto show in January and in Frankfurt last year.
Audi's EV training concept will be presented at the Automechanika aftermarket trade fair in Frankfurt in September.
Audi also will announce other “new and innovative training concepts” at the trade event as part of its Top Service strategy.
“By implementing new processes such as an interactive training platform and motivational programs we would like to concentrate on our customers,” Hoffmann said in an e-mail response to questions.
A further focus will be the people behind the brand: the team that “lives” the Audi Top Service.
Hoffman said Audi plans to “emphasize our technical superiority” at the biennial Automechanika event by revealing new diagnosis hardware and software, technologies in aluminum repair and a thorough electric training concept.
The new Audi A1, introduced at the end of August, will also play a big role at Automechanika. Audi Original Accessories will present exterior and interior accessories programs for the A1, such as the A1 competition kit legends.
“With these kind of features we expect to attract an entirely new, significantly younger customer group,” Hoffmann said.