Page 22 - LAMBORGHINI PR REPORT - January 2024

'It is our duty is to tap into our vast engineering

expertise'

Audi’s chief marketing officer, Henrik Wenders, says the shift to electrification

provides new opportunities for performance-focused models. “Apart from the
terrific acceleration, it’s also about a premium driving experience whereby there’s
a real feeling of precision, and every detail being superbly executed.”

“So, at Audi, our duty is to tap into our vast engineering expertise to deliver all

these attributes in our electric vehicles,” Wenders adds.

If you’ve ever sat in a fast modern-day EV – such as a Porsche Taycan Turbo S
or Audi RS e-tron GT – and experienced the violence of a full launch-control start

(especially two or three times in a row), you’ll know first-hand that it borders on
being physically uncomfortable. The accelerative capabilities of high-
performance EVs are already beginning to challenge what the human body can

bear without eliciting feelings of nausea.

There’s also the issue of safely deploying the extreme performance of high-
powered EVs on public roads with other motorists in the vicinity. When a car is

capable of going from standstill to 100kph in under 3 seconds, it demands a lot of
the driver, especially if traction is overwhelmed on a wet road, or an obstacle
suddenly appears in the car’s path.

We’re reaching a point where simply extracting more power and acceleration

from a car is no longer necessary or prudent. The consensus among the
premium performance brands is that it’s more important to engineer a package

that matches straight-line speed with agility, tactility and sensual appeal. This is
where the current supercar elite – Ferrari, Lamborghini et al – aspire to remain a

cut above the EV horde.

https://www.msn.com/en-ae/lifestyle/other/ferrari-or-tesla-lucid-or-lamborghini-which-ev-is-more-
electrifying/ar-BB1h6BdW