Why Audi’s Head Of Brand Strategy Is Optimistic About The Future — A Conversation With Jessica Thor
The automaker has big plans for the future, and 100% of them are fully electric.
Jessica Thor, Director of Brand Strategy at Audi of America, has been with the luxury automaker for 15 years — long enough to have witnessed the 2009 unveiling of the concept car for their flagship electric series, the e-tron. Back then, for many consumers, electric vehicles (EVs) were a futuristic ideal.
As EVs have moved their way into the mainstream, Audi has remained at the forefront of innovation. The company has big plans for the future of the brand, and 100% of them are fully electric. Thor’s mission as the head of brand strategy is to educate consumers about the accessibility and approachability of EVs for the masses — something the newest EV in the lineup, the 2024 Audi Q8 e-tron, has in spades.
Thor recognizes there’s a lot to celebrate at Audi of America and beyond, especially when it comes to making progress and building a better, more sustainable future.
Sustainability is a core value for Audi and its customers.
As a company, Audi has ambitious sustainability goals, like achieving at least 30% of sales from zero-direct emission plug-in electric vehicles in the US market by 2025. By 2026, all new models launched are planned to be fully electric vehicles, and by 2033, the brand will cease production of combustion engines. For Thor, the shift to electric is more than just a socially responsible initiative — it’s deeply personal.
“Transportation is one of the leading sources of greenhouse gas emissions, and climate change is a real threat, so there's no question that we need to create a more sustainable future for future generations,” Thor explains. “I have a son who’s eight years old, so it’s very personal to me as well to make sure that I’m trying to set up a bright future for him. For us at Audi of America, that means going all in on electrification.”
The future of innovation is limitless.
The newest iteration of Audi’s flagship electric SUV — the 2024 Audi Q8 e-tron — is a critical part of the company’s sustainability mission. The aerodynamic, sophisticated SUV is equipped to go further, charge faster, and drive smoother than any other Audi EV model. Buyers also receive two years of Electrify America DC fast charging, providing access to nearly 800 charging locations and over 3,500 individual charging units across the United States.*
Thor calls the move to more sustainable electric driving with zero direct emissions “one of the most significant technological advances of our time.” Not only is this a move in the right direction for the planet, but it also makes features like lightning-fast acceleration to 60 mph in as little as 5.3 seconds possible (with the Q8 Sportback e-tron with available ultra package).
Owning an EV is more convenient than ever before.
Thor also credits technological advances for making EV ownership not just accessible, but seamless. While many perceive the move to an EV as a vast lifestyle change, Thor is quick to note that once you have an EV and a charging setup, EV ownership is actually pretty convenient. “If you consider the average driver travels less than 50 miles a day, 80% of their charging is going to be done at home.”
As for the other 20% of the time, rapidly expanding public charging networks across the country like Electrify America are going to continue to grow, and many consumer spaces and retail parking lots now have chargers, allowing individuals to “refuel” while they grocery shop or run errands.
Thor is proud to work with a company that’s offering consumers cars that are paving the way for a better future without sacrificing comfort, utility, or luxury. “When we look at our EV lineup at Audi, it’s designed to appeal to both the luxury and premium buyers who are looking to make the leap to an EV or BEV from their current combustion engine, and I’m proud to say they’re not doing it with any sort of compromise when it comes to the quality of their vehicle.”
Images: Courtesy of Audi
*Requires acceptance of Promotion Terms & Conditions, myAudi account and myAudi app. Non-transferable. Not available for commercial use, such as ridesharing. In the event of suspected fraud or abuse or other unforeseen events, Audi of America may discontinue or modify the offer in its sole discretion. Frequent and consecutive charging can permanently decrease battery capacity, which may not be covered by your vehicle’s warranty.
