The e-Tron brand has a bit of an odd history for Audi. Initially, the e-Tron nameplate was added onto the R8 supercar for pure electric performance. These vehicles were only available per requests and it’s estimated less than 100 R8 e-Tron went into customer possession. A few years later, the e-Tron named reappeared on the A3 hatchback as a plug-in hybrid. Although the A3 e-Tron was more wildly available and could easily be purchased at a dealership, the A3 e-Tron never really took off. So, e-Tron may not have not been a household name during the 2000s and most of the 2010s, but in 2019, Audi launched their first all-electric SUV to go up against the Tesla Model X. It was called: the e-Tron.

This is where Audi’s mainstream electric revolution began. How does it stack up over time?

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e-tron Range and Power

Despite being the first consumer-focused all-electric Audi, the e-Tron is not a purpose-built EV. The e-Tron is based upon the MLB Evo platform used as the foundation of a multitude of VW Group products. The variations of this platform include sedans like the Audi A6 and super SUV’s like the Audi RS Q8 or Lamborghini Urus. Adapted to a platform that wasn’t intended to be purely electric, the e-Tron will have inherent disadvantages to pure EVs like the Model X. Range is the first indication of that as the government rates the e-Tron's range at 357 kilometres (222 miles). A substantial difference from the government tested range of the Model X which varies from 483kms (300 miles) for the Performance Model with 22’’ rims and 597kms (371 miles) for the Long Range Plus.

The full name of this midsize electric SUV, according to the registry office and government ratings, is the e-tron 55 quattro. Audi markets this vehicle largely as just ‘the e-Tron’ for the time being. For the case of the e-Tron, it has two power and torque figures. The first rating is 355 horsepower with 402 lb/ft of torque from a 95kWh lithium-ion battery pack and an electric power for each axle providing all-wheel-drive. From there, Audi offers a ‘Boost Mode’ which increased power and torque to 414 and 490, respectively. This power increase comes from selecting Dynamic or simply pulling down from Drive on the funky gear selector. In normal mode or Boost mode, the Audi is effective at putting electric horsepower to the road but it lacks the theatre of some other electric cars. It doesn’t thrash the driver and passengers back into their seat with hostility. The Audi is more gentle than that; its quite typical of Audi to make a conservative-feeling experience. In one hand, if you have owned a stable of Audi products over time, the e-Tron will feel like a very natural progression of a driving experience from internal-combustion to electrification. On the other hand, those looking for the thrill of the electric car launches and their minding performance may be underwhelmed.

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All Audi, All Electric

Via Max Landi

Much like the acceleration and the attitude of the modern Audi driving style, the e-Tron is much like any other electric car and larger Audi SUV. The isolation from the road and wind is superb, the steering is almost weightless and the standard air suspension turns any road surface into a calm journey. There’s some slight purrs and whispers from the electric motors when engaging full power or using the regenerative brakes to come to a stop. The involvement of the regenerative brakes can be adjusted with the paddle shifters on the steering wheel. The Audi doesn’t offer a ‘one-pedal’ driving experience as some electric cars do, the regen is never as fierce. Likely, for the sake of making their product as effortless as most of the current vehicles in the Audi lineup.

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A Clear Identity

Via Max Landi

This frame of mind, of building an electric car for any loyal Audi customer, carries over to the interior and design language of the e-Tron. From the outside, there’s a few clues this Audi is powered by electrons. Details as the multi-spoke wheels, a nearly closed off grille and the orange text give it away. Otherwise, the shape and profile isn’t too different to any other Audi SUV the e-Tron may find itself parked up alongside. The interior is a little more adventurous featuring lots of three-dimensional surfaces and intricate designs of panelling. The basic structure and layout doesn’t stray too far from the current Audi products as this e-Tron features the excellent dual-screen MMI Touch user interface and the Digital Cockpit. However, the layout of the centre console and the customization to that space is very different to a Q5 or a Q7 as the e-Tron lacks the mechanical components that would rob interior space in a traditional SUV. Build quality is spot-on as always but it must be noted that a similar priced Q7 or Q8, the e-Tron undoubtably lacks some of the richer leathers and resorts to a few more hard plastics in the interior comparatively. The retailing price of this top trim e-Tron goes for an MSRP of $106,700.

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Know What You Want From an Electric Car

Via Max Landi

The e-Tron 55 Quattro is a perfectly decent car, it’s just not a massive stepping stone for the development of the electric car. Perhaps that won’t be an issue for long-term Audi buyer, they may just want an Audi that just so happens to be electric. The e-Tron may not be the most competitive product Audi sells but after spending some time with it, the appreciation for it has grown. This e-Tron is good enough to turn the e-Tron brand into a household name.

Via Max Landi

This review was made possible with the help of Glenmore Audi in Calgary, Alberta

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