The
strategy seeks to capitalize on the growing demand for
luxury electric vehicles, as evidenced by the success of the Tesla Model S. Autocar reports that Audi believes that future
luxury customers will want to ensure their
vehicles are as green as possible.
If Toyota wanted to do something clever, it would take a page from the Tesla / Fisker
strategy book and introduce series plug - in hybrids and
electric cars as
luxury vehicles since the extra costs for the battery and R&D; would be a much smaller fraction of the total price compared to, say, a $ 30k
vehicle.