Don't want electric cars? Then we'll make combustion engines more expensive, warn car manufacturers due to European Union regulations
Customers may soon have no choice but to buy electric cars. The reason is simple: price. Carmakers are increasingly raising the prices of models with internal combustion engines to comply with regulations set by the European Union. Otherwise, they face hefty fines.
The car manufacturer Audi, a subsidiary of the Volkswagen Group, is preparing for the new stringent emission regulations of the European Union. As of December 10, 2024, selected models with combustion engines will become more expensive, while electric vehicles will be offered at more attractive prices. This move is part of a strategy to boost sales of electric vehicles and avoid potential fines for exceeding emission limits. Similar price adjustments can soon be expected from other car manufacturers as well.
Audi increases prices for a range of models such as the A1, A6, A7, A8, Q2, Q3, Q7, and Q8, with an average increase of 1.9%. On the other hand, electric vehicles like the Q4 e-tron, Q8 e-tron, and e-tron GT are set for significant discounts. The new Q6 e-tron model will have a discount of four percent. With this step, Audi intentionally reduces the price gap between vehicles with conventional and electric propulsion to motivate customers to switch to electric mobility.
The current pricing policy is not entirely the brainchild of the car manufacturer but rather a response to new EU emission limits that significantly tighten the requirements for average CO₂ emissions in the fleets of individual manufacturers. Automakers are forced to find ways to reduce the average emissions of their sold vehicles. If they exceed the emission limits, they face hefty fines. Audi, as a premium brand with an extensive portfolio of combustion engines, therefore chooses a pricing strategy to accelerate sales of electric models.
Alongside this, Audi plans to incentivize customers with promotional campaigns and create additional incentives to facilitate the transition to electric propulsion. According to information from the portal Automobilwoche, customers with good negotiating skills can gain additional price advantages when purchasing electric vehicles.
Bet on Electromobility or Necessity?
However, Audi is not the only brand taking this path. Parent company Volkswagen and other brands like Opel are also reducing the prices of their electric models to support the demand for emission-free vehicles. For instance, the VW ID.3 model is now available under more favorable conditions. This trend shows that car manufacturers are taking the transition to electromobility seriously and are actively striving to meet both legislative requirements and market changes.
Audi's strategy combines economic and environmental benefits. Besides the effort to meet the EU's climate goals, the brand aims to win over customers seeking more eco-friendly alternatives. However, the challenge remains the still underdeveloped infrastructure for electric vehicles.
