Audi Reportedly Pulls Plug on Electric RS 6 Avant e-tron Project

[Source: Top Gear]

We hope you didn’t get too attached to the Audi RS 6 Avant e-tron that we spied testing at the Nürburgring recently. According to a report from Top Gear, Audi has decided to cancel plans to bring the powerful electric wagon to production.

Why would Audi go through the time, effort and expense to develop a car all the way to the point where it is being tested on the most demanding racetrack in the world, only to call it off at the last minute? Well, according to Audi insiders that have spoken to Top Gear it is because not enough people are interested in buying a high-performance EV wagon. 

The EV Market

A few years ago, Audi along with most other car makers, rushed to develop EVs that seemed poised to take over the market. Now, most of these automakers are reversing course as buyers remain unconvinced of all-electric technology. EV adaptation rates are slowing down and that leads to projects like the RS 6 Avant e-tron getting canned.

Audi clearly understands that even very quick and powerful electric vehicles need to be tactile and involving for enthusiasts to embrace them. Recently, company boss, Gernot Döllner announced that the Audi Concept C may get a virtual gearbox and synthetic engine sounds by the time it enters production. If they can do that for one car, they can do it for others. So, perhaps Audi will do something similar with the RS 6 Avant e-tron and go to production with it someday? But for now the project is halted.

We do still fully expect the combustion engine-powered next generation RS 6 Avant to move forward as planned. That car was also spied testing at the Nürburgring earlier this month. It may not be an EV, but it should pack enough power and emotion to keep the fast wagon enthusiasts quite happy.