By the end of 2018, Audi will have had an image
overhaul unlike any before. For decades the face of
rock-solid German dependability and classically
modern design, the brand is embracing an electric
future with gusto. First up this autumn will be the
E-tron SUV, a conventionally-styled pure electric
challenger to Tesla et al. It’ll be followed by a more
stylish Sportback sibling, previewed here in the
shape of the Elaine Concept. That personable name
is no mere placeholder; it shows the company
trying to humanise its rather aloof image. The core
technology is Audi AI, with autonomous functions
ranging from self-driving highway mode to
self-parking, charging and even washing. This is
all still future thinking, but the recently launched
Audi Smart Energy Network pilot project – a
home charger system designed to integrate with
the power grid – shows the electric road ahead.
Audi Elaine, concept only, audi.comAudi Elaine Concept
From hybrid supercars to hi-tech campervans,
Germany is in the driving seat of auto innovation
PHOTOGRAPHY: LEON CHEW WRITER: JONATHAN BELLGermany