The car that kicks off a new era for Audi is now available in a cheaper format.

EFFORT to instil the e-tron as a relevant competitor to fossil-fuelled supports utilities is stepping up with arrival of another variant.

The e-tron ‘50’ quattro going into dealerships now is a lookalike for the ‘55’ model that started Audi’s full-electric charge into the SUV sector a year ago, but has a less powerful quattro drivetrain that offers about 100kms’ less range.

Those factors, however, don’t inhibit it from being perfect for NZ driving the brand says. They also deliver a positive in the model’s pricing – the launch price is more than $30,000 less than that for the ‘55’.

In this respect, though, an equally significant contributor to this positioning is Audi itself.

Audi New Zealand, which is a privately-owned concession held by the Giltrap family, has acknowledged it has received something independent national distributors cannot always rely upon - significant factory support.

This has allowed the Auckland distributor to launch the model at $119,900.

Brand boss Dean Sheed says that’s around $16k less than the recommended retail the car will ultimately carry once that support ends. By comparison, the ‘55’ comes in for around $150,000 in a base format, with a higher-specced Advanced model costing another $5000.

Audi NZ intends to leverage the ‘market special’ launch price fully, by also advertising that the ‘50’ will be eligible for an operational lease arrangement for businesses.

This provisions the car for-$1799 plus GST a month with no deposit and monthly payments all tax deductible as an operating expense. “And you hand the car back in three years’ time.”

Sheed has not disclosed volume expectations for the ‘50’, but says has expressed hope that its positioning will draw a significant interest, not least from purchasers for whom price is more of a priority than any prestige factor.

“If the buyer is a price shopper then the $119k MSRP puts it smack into high end mid-sized SUVs … if it’s a first time EV buyer its more palatable than its big brother at $155k.”

Audi NZ is set to progressively enlarge the e-tron family over the next year; soon the range will be joined by a lower-roofed Sportback shape and this time next year it is adding performance-themed S model.

All variants are all-wheel drive models, powered by an electric motor for each axle. By default the e-tron drives through the rear motor only, until the driver demands extra performance and traction.

All variants also have lithium ion batteries, but whereas the ‘55’ has a 95kWh unit and electric motors that generate 300kW and 664Nm, the ‘50’ runs a 71kWh battery and power and torque reduce to 230kW and 540Nm.

This translates to a longer 0-100kmh time, of 6.8 seconds versus 5.7s, and also a lower range, with Audi claiming a maximum 347kms’ from full battery to depleted as established from assessment on the WLTP protocol against 446km.

How much difference will this make to the buyer profile? Probably.

“The ‘50’ is a trial at the entry point … we will see the public feedback. I believe it will be mainly a city-based car for family’s or a business owner’s car.”

Sheed says the ‘55’ has proven itself; not least because it’s in a sweet spot for price versus spec. And yet “this smaller battery enables a smaller price point which can be used in other models.”

The variant’s arrival as NZ comes part some degree of post-Covid normality is useful. Sales stopped during lockdown but not consumer interest.

“Buyers kept doing research, now they are coming back to the market with precise needs and expectations.”

Warranty and roadside assist provisions are as per the ‘55’ and it also runs a comprehensive specification, including the 20-inch rim and 225/50 tyre set that otherwise provides to the ‘55’ Advance. The battery comprises 324 prismatic cells combined in 27 modules.

Recharging times are as per the ‘55’, with Audi NZ reminding that compliance with fast-charging available up to 120kW means that the car is “all set for the next long-distance stretch of a journey in approximately 30 minutes.”

A mobile charging system can be used with a 230-volt household outlet or the recommended, 32 Amp industrial plug via Audi’s home charging installation process. Alternately, the battery can be supplied with alternating current (AC) at a charging capacity up to 11kW, which will take approximately seven hours.