quattro Magazine q1_2020: L.A. Auto Show Preview Event: e-tron Sportback

words: Paul Rivera, photos: Colin McCarty, Denis Podmarkov

Editor’s note: This article originally ran in the q1_2020 issue of quattro Magazine. If you would like to subscribe to quattro Magazine, join Audi Club here.

With a huge array of the new digital LED Matrix lights illuminating the background, Audi unveiled its new e-tron Sportback to a global audience. With that, the latest member of the e-tron family was welcomed into the automotive market.  

Held in a cavernous warehouse in downtown Los Angeles, with a DJ spinning the beats and taco trucks serving up some local flavor, this was Audi’s way of spending the evening ahead of the 2019 Los Angeles Auto Show’s opening press day. 

Two large industrial Kuka Robots, with digital LED matrix lights attached, framed the stage and entertained. Their movements were coordinated with the music and the background was an array of those same innovative headlights.  

Daniel Weissland, Audi of America’s new President, spoke about the electric future of Audi. Marc Lichte, Head of Audi Design, gave a tour of the design highlights on the new e-tron Sportback. Audi intends to launch many full electric models, as well as hybrids; and, their dedication to a brilliantly lit electrified future was on full court display with the presentation from these two. It was only a year ago in San Francisco that Audi unveiled their first e-tron, and now 12 months later, we are presented with this Sportback derivative. 

Following the presentation, guests were invited for a closer look, to see the comfort and spaciousness, as well as examine the fine styling details. Elements, like rear seat headroom, were particularly impressive given this sloping new roofline. Practicality was not significantly sacrificed in the creation of this design. It seems easy to imagine transporting dogs, golf clubs, and art in the back, though maybe not a sofa. It would seem the e-tron Sportback combines a sportier silhouette with most real-world practicality left intact.