Audi E-Tron Launch Edition Priced In UK

DEC 5 2018 BY MARK KANE 38

Audi announced the well-equipped Launch Edition e-tron

Audi intends to introduce the e-tron in the UK from early 2019 at a starting price of £71,490 OTR (€80,250).

There will be a special Launch Edition packed with high-tech features, at a price of £82,240 OTR (€92,320). The package includes (more in the press release below):

  • virtual door mirrors
  • Matrix LED lighting
  • Valcona leather
  • 21-inch alloy wheels

If that is not enough, there will be a limited Edition 1 version (only 30 are to be available in the UK and a similarly low number in other countries), offered exclusively to depositors (at least initially). It will expand the equipment list even further.

Edition 1 prioritises depositors

At launch, prospective e-tron owners who have taken advantage of the Audi UK deposit scheme granting priority ordering access ahead of the official 2019 on-sale date will also be given first refusal on a limited edition model – the e-tron Edition 1 – of which only 30 examples will be available in the UK. The Edition 1 will feature an even more exceptional specification that includes a panoramic glass sunroof, four-zone electronic climate control, a Bang & Olufsen Premium Sound System and acoustic glazing. Exclusive visual styling highlights that are exclusive to this specification range from the Antigua blue metallic paint, orange brake calipers and 21-inch turbine design alloy wheels to Audi beam incorporating an Edition 1 logo and aluminium exterior elements.

The Audi e-tron Edition 1

Audi e-tron specs:

  • 0-60 mph in 5.5 seconds or 0-100 km/h  in 5.7 seconds
  • Top speed – 124 mph
  • about 399 km (248 miles) under WLTP test cycle
  • 95 kWh battery (36 cell modules, each module is equipped with 12 pouch cells, nominal voltage of 396 volts)
  • battery pack weight: 700 kilograms (1543.2 lb)
  • dual-motor all-wheel drive – up to 300 kW and 664 Nm in S mode (boost) or up to 265 kW and 561 Nm in D mode. Front motor is 135 kW, the rear is 165 kW (S mode).
  • Maximum tow rating – 1,800 kg (4,000 pounds) when properly equipped
  • 9.6 kW on-board charger (240 V, 40 A) in U.S. and 11 kW or 22 kW three-phase in Europe
  • DC fast charging up to 150 kW: 0-80% in 30 minutes

More about the Launch Edition:

“The camera never lies, which is just as well because in the Audi e-tron Launch Edition two high definition cameras replace the door mirrors, bringing advantages in all-weather visibility, safety and aerodynamics. The ‘virtual door mirrors’ are among the most prominent indicators of the technological ingenuity behind every facet of the first ever fully electric Audi model, which is set to become available in the UK in early 2019 with OTR prices starting from £71,490.Taking the already comprehensively equipped lead-in e-tron model as its basis, the Launch Edition slots in above it at £82,240 OTR. It offers an exceptional specification that not only raises the profile of the five-seat SUV technologically but also visually. Platinum-look 21-inch Audi Sport alloy wheels provide even more impact than the already striking 20-inch examples fitted to the e-tron, the headlamp units take a step up from LED to even more intelligent Matrix LED technology enabling diversion of the light beam around surrounding traffic, and the conventional door mirrors make way for distinctive camera-based units transmitting images of the e-tron’s surroundings to two OLED interior displays.

Also available for the standard e-tron, the foldable units reduce the width of the five-seat SUV by 15 centimetres. Their cameras have a resolution of 1,280 x 1,080 pixels, and offer good all-weather visibility thanks to a heating function which prevents the units from misting over or freezing, and also activates when the camera sensors detect dirt.

The cameras control the brightness of the image automatically in accordance with the environmental conditions, for instance when driving through a tunnel, and automatically adapt their view to various driving situations, including motorway driving, turning and parking. The driver can also select these targeted views via the MMI system. Proximity sensors within the driver’s display allow various settings to be adjusted by touch by placing a finger closer to the surface, including the field of vision and the degree of zoom. The front passenger mirror can also be adjusted via the relevant display.

Other visual hallmarks of the e-tron Launch Edition include a black styling pack taking in the Singleframe grille surround and window cappings and privacy glass extending from the B-pillar rearwards. Inside, additions such as a panoramic glass sunroof, illuminated door sill trims, matt brushed aluminium inlays and an upholstery upgrade from Twin Leather to Valcona Leather make the cabin an even more exceptional setting from which to enjoy the near-silent progress the e-tron’s two powerful electric motors permit.

Comprehensive comfort features, high-quality materials and exceptional workmanship also contribute to the rarefied atmosphere in the cabin, which like its e-tron counterpart provides access to exceptional infotainment features via two large MMI touch response displays with haptic feedback and voice control. In the Launch Edition these are complemented by the fully digital Audi Virtual Cockpit Plus, offering additional features and functionality over and above the standard version fitted to the e-tron. The Audi Smartphone Interface, Audi Phonebox wireless charging, MMI navigation plus and internet-based Audi connect infotainment services are of course included as standard as should be expected in the brand’s technological spearhead for the EV era.

The list of convenience features also expands in the Launch Edition to include electric steering wheel adjustment, adaptive cruise assist, camera-based traffic sign recognition and a 360-degree camera offering panoramic views of the exterior of the car, plus a bird’s eye view, to help with parking manoeuvres.

A 95kWh, 36-cell battery mounted beneath the passenger compartment is the lifeblood of the new e-tron. It feeds an electric motor positioned on each axle and is chargeable at fast charging stations with direct current (DC) at up to 150 kW – a first for a series-production car – meaning that it can be replenished to 80% of capacity in as little as 30 minutes. Recharging at home with alternating current (AC) is of course also possible, and is particularly efficient when a home wall box is installed.

The two powerful, zero emission electric motors conspire to deliver an output of up to 300kW, facilitating 5.7-second 0-62mph acceleration, a top speed of 124mph and a driving range of at least 248 miles*. When operating in unison, they act as a sophisticated all-wheel-drive system, judiciously managing the distribution of the 664Nm of torque between the two axles to preserve the sense of calm and refinement that makes travel in the e-tron such a special experience.”

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38 Comments on "Audi E-Tron Launch Edition Priced In UK"

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95 KWh battery and ~220 miles EPA range. (listed as 248 miles range under WLTP which means EPA will be 0.9% of it, hence ~220 miles). Efficiency seems to be very low just like Jaguar I-PACE. For reference 75KWh Model X has 237 miles under EPA rating.

Still I believe this will sell decently, especially in Europe as it has good enough range (200+ miles) and public charging growing rapidly all over Europe.

As of now, Only Tesla and Hyundai/Kia are making very efficient EVs. Hopefully all others will catch up with them in future.


If the EQC manages to squeeze 350 km out of its 75-ish(?) kWh, then it should actually be the best of the non-Tesla luxury SUVs, when it comes to efficiency. Time will tell…

I think the problem is (and look in the description) that the battery is finely appointed, so all the individual cells are leather-wrapped with chrome accents. I think once they figure out how silly that is, their battery will do a lot better. Of course, it could be wind resistance due to the grill.

Model X is butt ugly though. For a CUV/SUV, the price of efficiency is the ugly looks.

Only Model S has proven that you can have both.

Different people have different tastes. I think the Model X looks great, and I’d be pretty happy if there was one in my driveway. Pretty much everyone I know who see it think it looks Ok, and when they sit in it they are really impressed.
Over the top luxury will always give way to understated luxury in my view. Like class beats arse 🙂

It could be just cheaper electric motors.

It’s the shape. Beyond a point, the only way to get those levels of efficiency is by looking like an alien egg. Some people are fine with sacrificing that last miile of range to get the handsome looks of the ipace instead. This is especially true for the large section of the population who never drive more than 150 miles, ever.

for comparison:
Jaguar I-Pace starts at £64,495
Tesla Model X 75D starts at £77,850

Thanks. I was wondering how the prices compared.

Is that the OTR price for X and I-Pace?


Does the Audi include the £3,500 Grant?
The I-Pace and Model X both do

I just can’t get over the crummy range of both the Audi and Jag. Yes these cars are larger and heavier than a Bolt or Kona, but not by anywhere near 50%. It is kinda sad that the Euro manufacturers are simply being out-engineered by everyone else (GM, Kia, Honda, Hyundai…).

To be fair the I Pace and the Audi are also far more powerful and AWD. And the more luxurious interiors are heavier.

Agressive looks or great areo – can’t have both

0-60 mph in 5.5 seconds or 0-100 km/h in 5.7 seconds
about 399 km (248 miles) under WLTP test cycle
95 kWh battery

Uninspiring top 3 specs. Back to the drawing board Audi. Keep the leather seats.

Bla, bla. You could easily sell 100k of those at this price each year. This is all that matters.

We are definitely living in a new age of automobiles when a 0-60 of 5.5 is considered “uninspiring.”

0-60 in 5.5 is faster than the base Model X. The videos you see at drag races is always only the P100D, which costs more than twice as much. Not the base model.

Don’t keep the leather seats. Not really environmentally friendly. Just do it like Tesla. Vegan all the way.

So you rather want to have more plastic littering the planet.

There’s so much negativity.

One minutes it’s all “the OEM’s don’t care, they’re not creating enough products”. Then when they do release something everyone declares it not good enough.

Yes, it’s not going to be perfect, the first generation of any product never is. If people have the attitude that they shouldn’t bother if it doesn’t meet some arbitrary standard then no other OEM will transition to EV and we’ll be stuck with ICE for a lot longer than expected.

They need to be competitive.
Which the Audi isn’t, compared to the Jag.
More expensive, less range, less efficient, less performance etc.
Ok, it does have 11 and 150kw charging going for it, but that’s about it.

Ouch … at the price, regardless the specs.

It’s great that Audi is entering the EV segment with a familiar SUV their ICE/diesel customer base may easily transition to. Porsche and VW should get an EV suv on that platform as well. I like the GT /Taycan as well, and waiting to see their midsize EV sedan/5-door offering.

VW really needs to push that MBE platform across all segments and all VW brands for quickest volume and profitability, and it looks like that’s exactly what they are doing.

It is going to sell like crazy in Europe – it has good looks, no falcon doors, and a single charging card to pay at thousands of public chargers rapidly transforming into 350kW chargers.
Tesla still has the smell of being a car bought by people who cannot really afford it, mediocre technical quality, a torn apart service network and hard-to-find showrooms in a world full of Audi dealers.
Only americans complain about 0-60mph times under 5 secs, europeans want cool design.
Part of the above might be slightly exaggerated to get the point out 😉

It can only charge at 150kW.
It’s very good, but not 350kW.

I am 100% that all the other “premium” carmakers will copy Audi’s rearview cameras.
Will you be able to open the doors of these cars when it gets a little colder?

Why do you think Audi did all the publicity shots during cold testing?
They obviously went for what they identified as the weakness in their competitors offering. They also showed the car charging at full speed while being covered in ice crystals.

They are not novelty as technology, however they are illegal in many countries.

They shouldn’t be. It happened to all of us to be blinded by a car that comes from behind with high beams.

That is only an issue in North America. In the EU, Japan and China camera mirrors aren’t an issue.

Checkmate VAGlibans.

With WLTP at 399km, we are looking realistically @ 300km real world range.
It is great that more and more electric models are coming out, but with that price & specs it is crystal clear that major car companies like VW & JAG are lagging heavily.
As an ev owner (24KWh Leaf) from 2013 I find it really disappointing that in more than 5 years, none and I mean f*cking none of the major car companies have managed to build a decent car with 70-80KWh battery capacity at a reasonable price and in good quantities to supply the market. And we are talking about gigantic congromerates that are supposed to have the financial muscle and man power to produce something of good value. What a joke!

I just don’t get the WLTP numbers if they relate to nothing. It’s like rating a potential partner as a “9” but in real life they’re an “6.5”. Just give them a “6.5” off the bat.

They relate to average use patterns because their purpose is to determine average emissions. People don’t do that much highway driving so the results don’t reflect highway range.