In a notable shift in strategy, Audi has officially stepped away from its previously announced deadline to transition to a fully electric lineup by 2033. The German automaker, known for its engineering excellence and iconic quattro models, is rethinking its path to electrification in favor of a more flexible and market-driven approach.
Keeping the Combustion Engine Alive
According to Autocar, the news came directly from Audi CEO Gernot Döllner, who confirmed that the company will continue to invest in combustion engine technology, both traditional and hybridized, well beyond its earlier projected cutoff date. The decision underscores a pragmatic adjustment in response to evolving market realities and regional regulatory landscapes.
“Our lineup needs to remain flexible,” Döllner stated in the interview. In practical terms, this means a new generation of gas-powered vehicles will debut as soon as next year, with no new deadline for when Audi will become an all-electric brand. While Europe’s 2035 mandate for full electrification remains in place, Audi is signaling its intent to provide customers with options during this long transition period.
A Global Balancing Act
Audi’s pivot reflects broader industry dynamics. Despite ambitious EV goals across many automakers, consumer demand for electric vehicles continues to vary widely by region. In the United States, EVs represented only 12 percent of Audi’s sales last year. Globally, that figure rises to 30 percent, surpassing Mercedes-Benz but still trailing BMW.
At the same time, Audi remains committed to its electric vehicle (EV) strategy within the Volkswagen Group, benefiting from shared research and development (R&D) resources and economies of scale. Models like the Q4 e-tron and the high-performance e-tron GT remain vital components of Audi’s future. Yet, the company is hedging its bets, keeping internal combustion alive for markets where EV infrastructure and consumer readiness are lagging.
Performance Models Still Roaring
For fans of gas-powered performance, Audi’s latest announcement offers renewed hope. Historically beloved RS models — from the brutal RS6 Avant to the TT RS’s signature turbocharged inline-five will not be disappearing anytime soon. Döllner hinted that new RS models featuring combustion engines are very much in the pipeline.
Enthusiasts may also find reason to speculate about the return of icons like the Audi TT and R8. While Döllner stopped short of confirming any future models, he teased, “There might be some surprises.” Though these projects remain unconfirmed, it’s clear Audi isn’t ready to close the chapter on traditional performance.
The Road Ahead
In a fast-evolving automotive landscape, Audi’s strategy revision acknowledges that a one-size-fits-all approach to electrification may not be realistic, at least not yet. By maintaining flexibility and keeping combustion options available, Audi is preparing to serve a broad range of markets while continuing to invest in an electric future.
For now, fans of Audi’s gas-fed performance and those not quite ready to make the EV leap can breathe a sigh of relief. The four-ring circus of roaring engines and thrilling drives will continue for the foreseeable future.
