Germany automaker Audi is expressing its intent to dominate the electric car market, having revealed that at least one quarter of its sales in North America will be made from EVs by 2025.
Audi of America President Scott Keogh told Fortune of the company's goal Wednesday at a dinner event at the Los Angeles Auto Show. The Audi A3 Sportback e-tron plug-in hybrid will be the company's first electric car in the U.S., and it enter dealerships in a few weeks.
"Audi's not a half-measure brand. When we go in, we like to do things right," Keogh said, CNBC reported. He added that the A3 e-tron will have three electric engines and will drive "like a crazy cool car, it's going to be the hot product and that's what's going to drive this."
Other moves that Audi has taken to make itself known in the EV market include Wednesday's introduction of the e-tron Quattro SUV, which it plans to make available by 2018, as well as the development of a nationwide charging network that would supply an 80 percent charge for the car in only 30 minutes. This charge will allow the SUV to drive 200 miles.
Keogh said during the dinner that now is the best time for Audi to build an all-electric SUV, according to Fortune.
"For us, it is very important to build a car where the population is," he said. "You're not going to get broad acceptance unless you put vehicles in the market where the mainstream audience is."
Audi is also set to beat its sales record of 200,000 vehicles this year, despite the emission cheating scandal its parent company Volkswagen is currently involved in, which has resulted in sales stopping for the automaker's A3 diesel models, CNBC noted. However, Koegh said that he still believes Audi will surpass this record while fixing the vehicles and regaining its customers' trust.