How electric cars make luxury brands ‘pump’ in the middle of a pandemic


Electrified vehicles are still restricted to a select group of customers in countries like Brazil. But that does not prevent them from being so successful that they are fundamental in the results of two luxury brands in the country.

Audi is already reaping the rewards of betting on 100% electric models. Launched on a pre-sale basis at the end of 2019 and commercially in April this year, the e-tron SUV became the best-selling electric car in the country, even though it cost more than R $ 550 thousand.

Sales of the e-tron Sportback are also good, says Audi

Image: Disclosure / Audi

“We had good expectations with the performance of the e-tron line in the Brazilian market, but now, six months after the launch of the SUV version, we believe that customer acceptance was above expectations. The biggest proof of this is that the e-tron SUV today it is the best selling 100% electric vehicle in Brazil among all available models, with more than 120 units sold so far “, says Johannes Roscheck, CEO and president of Audi Brasil.

In addition to the e-tron SUV, Audi offers the e-tron Sportback (whose sales “are also beginning to surprise”, in Roscheck’s words) and has already confirmed two other electric models – both sports.

THE e-tron Sportback S brings three electric motors and 500 hp power, while the e-tron GT even more: 590 cv coming two electric motors and acceleration from 0 to 100 km / h in a mere 3.5 seconds.

e-tron GT - Press Release - Press Release

e-tron GT will be one of Audi’s electric news in 2021

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Thus, Audi should have the largest line of electric vehicles on the Brazilian market among luxury brands. And that should grow over the years, as the brand intends to launch 30 electrified models by 2025 and become a 100% carbon neutral company in 2050.

Hybrids leverage Volvo numbers

Volvo XC60 T8 - Vitor Matsubara / UOL - Vitor Matsubara / UOL

Hybrids like the XC60 boost Volvo sales in the country

Image: Vitor Matsubara / UOL

Volvo is also experiencing a good moment. The brand overtook Mercedes-Benz and took second place in sales among premium brands in 2020.

Much of this achievement is due to the success of hybrid models. The company leads the license plates among plug-in hybrid vehicles (which can be refilled in any outlet) with a 60.9% market share, totaling 1,859 units sold until September.

In addition, the brand is the second placed in the segment of hybrid cars, behind only Toyota – which sells more affordable models than Volvo, such as Corolla Hybrid and Prius.

Trams come in 2021

XC40 Recharge - Disclosure - Disclosure

100% electric version of the XC40 debuts in Brazil in 2021

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The Sino-Scandinavian brand (the Chinese Geely is the current owner of Volvo) has been investing heavily to reinforce its image as a sustainable company.

Initiatives such as the opening of a space aimed at “rethinking the future” instead of a gas station in São Paulo and the goal of closing 2020 with 700 recharging points spread across the country only reinforce this. More daring actions are planned for 2021.

“We will migrate our offer to 100% electrified vehicles from the first quarter of next year”, promises João Oliveira, general director of Volvo Car Brasil.

The executive also revealed that the brand will launch two 100% electric products in 2021. One of them will be the XC40 Recharge, powered version and electricity that will debut in the country in the middle of next year. But … what about the second?

“It will be a new product in an unprecedented body on the CMA platform”, says João.


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