Audi President Calls Tesla “Cool”


During a recent interview, Scott Keogh, president of Audi of America, told Bloomberg that Tesla Motors is “cool” and “the talk of the town.”

That's the Headline of Audi's Tesla Bashing Press Release Put Out in May of This Year

That’s the Headline of Audi’s Tesla Bashing Press Release Put Out in May of This Year

Quoting more of Keogh’s words of praise for Tesla:

“What the industry as a whole can learn from them [Tesla] is continue to push innovation, continue to have the challenger spirit.”

What’s more is that Keogh placed the Model S in the luxury segment, saying that any automaker who sells vehicles in the $100,000 range is a luxury competitor.  Tesla itself doesn’t consider the Model S to be a luxury vehicle, but apparently Audi does.

There’s some babble in the interview over dealership versus direct sales, with Keogh of course siding with the dealership model used by Audi and most other automakers, but that discussion is not of much interest to us.

Remember when Audi bashed Tesla and then promptly deleted (we cached it so check it out by clicking here) its press release?  It seems even Audi is now coming around.

Tesla must not be ignored.  More and more automakers are realizing that now.

Source: Bloomberg

Categories: Audi, Tesla


Leave a Reply

19 Comments on "Audi President Calls Tesla “Cool”"

newest oldest most voted

Of course a $100.000 is a luxury sedan, more affordable models will come later.


Just like how Bob Lutz admitted that, “If this little upstart Silicon Valley company
can do it, just think how much better we can!”, The competition knows it must deal
with Tesla.

The Roadster ( and Who Killed The Electric Car ) were responsible for Volt, and
Model S is such a larger success that it’s causing shockwaves throughout the
industry. Expect scandal and underhanded attacks against Tesla – but I feel
eventually other car companies must react to this “disruptive technology” with
quality electrics of their own.


On another website this morning there was discussion about the biggest scare
to traditional ICE companies – the loss of service dept. and parts sales at dealers.

This has to be the biggest scare of all to established ICE companies. I mentioned
perhaps a battery-swap model, or retail charging opportunities with shopping, eateries,
etc.. I thought, perhaps a skateboard foundation would provide dealers a chance to
sell interchangeable platforms – say the customer outgrows his coupe and wants a
sedan or CUV placed upon the platform. This would save service depts. and create
a used modular body business as well.

I had an epiphany moment when I realized BMW’s proprietary bodywork could be
the answer to recoup EV service dept. losses. Instead of selling and repairing all
those complex ICE parts – they could concentrate on repair and replacement of
specialty lightweight body components as see in i3 and i8. This also would
greatly propel the propagation of new lightweight materials in auto manufacturing.

Ocean Railroader

After seeing the Tesla Model S it really does have the wow factor to it in that it’s a EV that really is the size of a regular car and not some shoe box on wheels. Personally I think a lot of these luxury car companies with $70,000 should be worried of Tesla.

A funny aspect of Tesla selling there luxury cars is If some type of oil crisis unfolds should you the luxury car buyer not have to worry about sitting in line for hours on end or worry about all the fights that come with it. Or have to worry about paying $10 dollars a gallon or worry about dumping smog everywhere you go.

The other gas powered Luxury cars can’t really market that.


At the lower end of luxury, I’ve lately noticed Ford is so desperate to improve Lincoln’s fortunes that they’re actually marketing its MKZ hybrid.


Oh, they ARE worried whether they will admit it or not. Their sales have dropped. Here in Silicon Valley, the Model S is selling very well. Of course, we are not representative of the whole nation at all but I think as more people are introduced to the Tesla and give it a try, they’ll like it. It is just a damn smooth sleek beautiful car. It makes gassers seem clunky with their noise, vibration, and exhaust.

Ocean Railroader

If you think about it if there are lots of people who have never seen a fully electric car and they see a Tesla or one shows up at where they work then it gets them used to it and makes it easier for them to understand it. If this happens Tesla might feed into itself in California and in other states. My area has a lot of luxury car dealerships and I think there could be a good sized market for Tesla.


Don’t forget, sometimes the power goes out for days at a time, and EV owners won’t be able to charge them. The next fuel crisis is more likely to be a storm driven power shortage, not a politically driven oil shortage. The U.S. as of this year is producing more fossil fuel than Saudi Arabia, and we are using less and less gas all the time, so I don’t believe we will see an oil crisis that is politically driven, like what we saw in the 70s, for the forseeable future. On the other hand, a power outage is as close as the next major hurricane.

Lots of people throughout the world are paying $10 per gallon, and EVs are no more popular there than they are here. Yes, gas will at some point be too valuable to burn (we won’t run out, it will just cost too much), so alternative fueled vehicles are inevitable, but it will be a slow transition, and a clear market winner won’t be evident for quite some time.


The power outage scenario is a scam. If power is out, gas can’t be pumped. Installation of a generator, or solar panels (which a lot of Tesla owners use) further reduces problems. Not to mention that if one keeps their car charged they can most likely drive to a working power source within the 225 mile range of a Tesla.


If the power is out and _the gas station doesn’t have a generator_ the gas can’t be pumped. In areas that regularly get hit with severe storms gas stations are mandated to have generators.


Lots of people around the world ARE paying $10.00/gal.. Lots more people
are dishing out hundreds and thousands of dollars per year in car parts and
maintenance. This fact doesn’t say that people WANT this treatment….
More likely it says that they’re not aware of the convenience and savings of
an electric car or truck.

If you don’t believe current gas prices are politically driven – early this summer
Iran spouted off that they just might seal off the Straits of Hormuz – of course
this was B.S. but the next day, unleaded regular went up 60cents/gal in my town!

The U.S. and others respond to every burp and rumor in the Middle East,
and we pay incredible heaps of tax dollars to keep specialized patrols
plying the waters of the Persian Gulf to insure something like Iran’s threat
never takes place.

Legion are the ways you pay for crude oil, my friend. Not to mention the
air we breathe.

For myself, I believe it’s pathetic that even country’s more rich in crude
than we ( Canada, for example ) charges it’s drivers even more per/gal
than we pay!

Go on getting screwed, or drive an EV. The message is getting out.

I did not say gas prices were not politically driven, I said the last gas shortage (which occurred during the transition from a largely domestic oil industry to a largely global oil industry) was politically driven. Middle Eastern countries in the 1970s could protest US policies in their regions in ways they never could because we were now buying their oil. And it got worse, but now it’s getting better. My point is only that it’s apparent we could become energy self sufficient in the near future. This should work to stabilize U.S. gas supplies over the short term. I’m not saying prices won’t go up, they most certainly will over time, but fossil fuel availability should become less unstable in the U.S. in the near term as we become more self sufficient. This is actually a good thing, because we will have some time to transition to the next fuel source, hopefully without a lot of bloodletting. I’m not pro oil or anti EV, I’m simply trying to point out that US car buyers are not going to transition to EVs en masse simply because you wish them to. The decision to buy a car is first an economic… Read more »

Net energy exporter. Not self-sufficient, not positive balance of energy payments. They are veeeerrrryyyy different.

Ocean Railroader

Even if the US was swimming in oil is traded globally and if it goes up in China and India prices will rise here do to the oil companies wanting to export it to higher paying counties. This is already going on in Gulf Coast Refineries where oil companies are finding it profitable to use the cheap US Oil and refine it into diesel and gasoline and send it to South America’s growing fuel market.

Ocean Railroader

I’ve seen a lot of cases where the power does go out and it does knock out power to the local gas stations. And in a lot of cases you can drive 20 miles and drive into a area that has power. But what is funny is Elon Musk wants to have all his super chargers have solar power feeding into them so that gets that debate out.

Dan Frederiksen

So it’s not a car for idiots? 🙂

Richard Joash Tan

it’s GM’s Volt, which was commented by the guy who is now the president of Infiniti

Electric Car Insider

@James +1

And frankly, +1 to Scott Keogh for saying the obvious, which most people in his position would not.

Complacency is no longer a viable posture for automakers.

Tesla is but the first of the “guy in the garage” disruptor that they need to worry about, something automakers have been immune to for the past 70 years. It’s an IT world now, even for the steel business.


its just the greatest car ever made