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Unlike Mercedes, Audi is going to be keeping their e-tron EV branding for their upcoming models.

udi has a number of new electric vehicles currently under development, including the A6 E-Tron. It turns out the German brand has no plans to lose the E-Tron name for its future EV products as opposed to what Mercedes-Benz intends to do with the EQ moniker.

Earlier this year, it was all but confirmed that Mercedes will soon ditch the EQ branding for its future hybrid and all-electric vehicles. There’s a very simple reason for this decision – the automaker would no longer need a separate sub-brand for its BEVs once it stops producing combustion-powered cars. Audi, however, sees no need to retire the E-Tron branding for its electric vehicles.

“No, no, no,” Audi’s design boss Marc Lichte told media representatives during a preview of the Activesphere concept when asked about a potential demise of the E-Tron name. “I think [E-Tron is] a very clear differentiation, and… there will be one differentiation more. But it’s too early to talk about it yet.”

Yes, it seems that Lichte also hinted at a potential new badge that could be used on future Audis. But what is it – is it a name for combustion models? Or hybrids? What about hydrogen? Well, we will probably know more towards the end of the year when “you will see there is even more detail which differentiates combustion engine and EVs,” according to Lichte.
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