Audi Will Retain The e-tron Nameplate for Future EV Models

The dawn of electromobility saw many automakers conjuring up nameplates for their new EV line-up. From Mercedes-Benz’s EQ to Volkswagen’s ID, some of these nameplates are proven to be short-lived, as more and more traditional automakers vow to become full-blown EV marques, thus deeming their EV-specific nameplates obsolete.

Audi, however, insists in keeping its e-tron EV nameplate alive for future models. Speaking during the Audi Activesphere concept unveiling event, Audi design boss Marc Lichte commented that the e-tron badge will be retained in the near future’s time. Interestingly, the exec also revealed that there might be a new nameplate altogether in further differentiating the marque’s EV and ICE models.

“I think [e-tron is] a very clear differentiation, and… there will be one differentiation more. But it’s too early to talk about it yet. We have to wait until the end of this year, then you will see there is even more detail which differentiates combustion engine and EVs,” the exec said.

Prior to this revelation, Audi has presented its future production plan, where the Ingolstadt-based automaker plans to launch EV models only for their global market from 2026 onwards, while phasing out its ICE model production as early as 2033. This decade-long plan will eventually see Audi becoming a full-fledged EV marque in the next decade, following the footsteps of its sister-brand Volkswagen in doing so.

Unlike Audi, Mercedes-Benz is reportedly planning to completely drop the EQ badge it applies on its electrified models, citing that the EV-specific nameplate will become redundant in near future’s time, as EVs are getting more and more common nowadays. This is said to be part of the marque’s goal to go all-electric in near future time, where its future EV models will follow the traditional nomenclature.

Regarding the new nameplate to be introduced by Audi, what do you guys think that might be for? Is it going to be for partially electrified future Audi models? Perhaps a new moniker for its performance-oriented EVS like the RS e-tron GT? As always, don’t forget to leave your thoughts in the comments down below…