Audi has apparently released a new Audi e-tron ad for the Consumer Electronics Show (CES) in Las Vegas. It’s a bit long and tedious, and it really doesn’t capture the benefits of an electric vehicle that well, imho.
Most of the 2-minute commercial is focused on the neighbor and his dog doing tricks, which are supposed to be quite boring… and are.
The punchline is when the Audi A3 e-tron owner puts his dog in the driver’s seat and acts like it parks the car (when the car is actually parking itself). Meh.
The video also features some wireless charging. Alright, but not thrilling. Furthermore, the disclaimer at the end reads, “Do not attempt. Dramatization depicted proposed future technologies and features currently unavailable.” Ah, so these aren’t even on the table at the moment…. Swell.
Oddly, about 20 seconds after arriving home the first time, the Audi e-tron driver checks his phone and sees that the car is fully charged. Unless he just drove down the street to the stop sign and back, that doesn’t make much sense.
You hardly even see the car in the video. The screenshot above was basically the best shot I could get of it and was just provided for about 1 second.
All in all, I found nothing about the ad exciting. The great convenience and awesome torque of the electric car were not portrayed well, and I honestly felt like I wasted a couple of minutes of my day. Hopefully Audi’s next attempt steps it up a bit.
Needless to say, it’s hard to consider Audi a serious EV contender at this point. We’ll see if anything changes following a handful of somewhat-promising announcements.