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14 FROM THE TOP » JOHANNES ROSCHECK, AUDI February 2019 | AutoData “The fact that the IPI credit return regarding Inovar-Auto was not resolved leaves a little uncertainty about Brazil’s responsibility and the industry’s own capacity to solve some of its issues.” Yes, but we need to separate things a little bit. The electric mobility for the volume market will take a long time in Brazil, but the premiummarket is already prepared. We took the test at Sao Paulo Auto Show, to understand the reaction of the public. Many customers wanted to buy the e-tron [the first 100% electric Audi] immediately, and we didn’t even have the car available yet, it will arrive this year. The interest was great. andwith the chain, focusing on the main attributes of a premium brand. It was a strong change of strategy for us, which will be successful in a year or two. We want to be the most desired premium brand in Brazil and that will be reflected in the vehicles we are launching this and next year, with the most sophisticated technologies on the market. What exactly is that new strategy? The premiummarket can’t be defined by discounts, especially for a customerwho bought a car and the price got lower the following month. That is still a reality of our luxury market in Brazil and we have to get out of it, it does not create value for anyone, it is bad for thewhole chain and for the customer. Our focus has to be the value for the customer in driving an Audi, the feeling of having something special, a privilege and not buying market at the highest discount possible. Globally, Audi is investing heavily in elec- trification. Do you see a future for that technology in Brazil?