Audi isn't making EVs for emissions, but 'because the customer wants to buy it’

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Tightening emissions requirements and looming fossil fuel bans aren't the main driver behind Audi's push toward electric power, with the brand instead arguing a desire to meet customer demand is central to its electrified rollout. Speaking to media at the e-tron launch in San Francisco, head of product marketing at Audi, Fermin Soniera Santos, said regulation changes have pushed the agenda of EVs forward, but Audi's move to electric cars is "absolutely market driven".

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