Audi says it will offer U.S. more diesel options but consumers will have to pay a premium

2010 Audi Q7

Audi’s CEO Rupert Stadler says that the company will offer more clean diesel options in the U.S. but consumers will have to pay a premium for them.

“I think the problem is that we don’t really have an honest discussion,” Stadler said. “There is a very, very high level of investment, and nobody today knows if the return will come.”

President of Audi of America Johan de Nysschen says that ultimately Audi sees itself selling 20 to 25 percent of its vehicles in the United States with diesels, reports Automotive News. He said that penetration for the Audi Q7 diesel here is 35 percent and that the brand ran short of diesel during the model-year changeover.

de Nysschen says that Audi “There certainly is a price premium, which we are partially recovering, but not totally.”

– By: Stephen Calogera