When you're good, you're undeniably good. Such is the case with Tesla.
Speaking to Reuters about pre-pandemic car sales on July 22, Markus Duesmann, Audi’s new CEO, admitted that the electric car firm is ahead of the game.
“Currently, Tesla has larger batteries because their cars are built around the batteries. Tesla is two years ahead in terms of computing and software architecture, and in autonomous driving as well”, he said.
The CEO has started a new group called Artemis that aims to bridge that gap. The firm has 75 planned electric models by 2029.
Audi's Artemis project will first "develop a pioneering model for Audi quickly and unbureaucratically," said Duesmann. The plan is to develop and create a "highly efficient electric car" by 2024.
So far, Audi's e-tron has disappointed in terms of efficiency. Can Artemis fix this?
The responsibility lies on the shoulders of Alex Hitzinger, former Porsche and Formula One engineer, who was in charge of Audi's Autonomous Intelligent Driving (AID) launched in 2017. The new creative team will also "develop an extensive ecosystem around the car, thus designing a new business model for the entire usage phase."
Time will tell if Audi's new project will prove fruitful. One thing is for sure the firm is seeking inspiration from the right source.
Looking at Tesla for electric vehicles is the right move. This means that Audi's next electric car may prove to be in competition with Tesla.