It seems to me that reality holds manufacturers back. Despite our enthusiasm we are all early adopters. EV's, even in the luxury sedan segment dominated by Model S, are a very small portion of the market and mostly cannot provide the financial payback that advanced ICE can. We can can argue chicken and egg as much as we want to. The Superchargers make cross-country a practical affair for those of us who can use them, BUT, we can hardly argue seriously that these vehicles are a rational choice for us today. I desperately want them to be. I want as many manufacturers jumping in as possible. I hope others will build charging infrastructure too, and make them compatible with tesla Superchargers so there can be reciprocal "drink as much as you want" pricing models.
Ford, to name one, has just decided to share their patents free. That cane important because they've done a ton of research even though their current offerings are meager.
A historical note: Back in the 1900's the problem was infrastructure also. ICE won over alternatives because people like Henry Ford, John Rockefeller and Harvey Firestone joined forces tactically to provide different elements of infrastructure and technological advances. There were many more globally and none of the three were really first at anything in particular. Today we're in a similar spot. Nobody can do it alone. As we all probably learned, similar debates and challenges regarding electrification were resolved with global dependence on AC but mountains of incompatible frequencies and connections, so adapters and transformers are ubiquitous.
back to Audi. VW is the biggest force in automotive Europe, no question about that. When they move strongly to offer competitive product others, like Bosch (known for autonomous steering and hybrid, but they will be a major EV player when they see scale) and Siemens, possibly the most advanced traditional automotive EV drivetrain supplier
Press Releases - Siemens Global Website[]=I&content[]=CC&content[]=Corp&content[]=PD As the link shows, the market we should be watching is China, the largest car market in the world. Tesla is fighting hard there, and the market is just beginning to establish momentum. Once it does, we'll have economy of scale in nearly all parts of the technology equation.Only charging infrastructure will require quasi-universal standards. Just as Tesla today has different Supercharger plugs in different markets, that will continue.
In the very short term the Audi EV will not be a big competitor for Model X, for sure. However we should expect that the Audi announcement is a very big deal because they now have decided to go beyond the Hybrid high performance Porsches and the odd compliance car, like VW eGolf . About 5-7 years from now I will be astonished if the VW Group, Siemens, BMW and Mercedes Benz do not all become gigantic players. When they do it will benefit all of us.
I thought this announcement was not about anything other than a Musk-like statement of vision and direction. In the meantime we have the Model X.