Is Audi in... the GreenZone?

Audi has invested a lot into diesel technology and is trying hard to convince us that it is "clean". I am intrigued but suspicious... The 2010 Audi Q7 TDI, mega-luxury SUV was released earlier this month with fanfare touting better mileage and lower emissions than most smaller SUV's and crossover vehicles thanks to its new, ultra efficient clean diesel engine.

The Audi turbo diesel engine (TDI) has been getting a lot of attention in the automotive press. There are plenty of sites out there to give you the technical information on just how Audi goes about improving mileage without sacrificing performance and for you real gear heads, the Science Channel produced a feature on the revolutionary motor. Suffice it to say for this piece, every article I could find had little to say about actual emissions and MPG ranged anywhere from 21 mpg highway in a CNET test up to almost 30 mpg in a Mileage Marathon sponsored by Popular Mechanics and others. Audi claims 25 mpg for average highway driving.

Beyond technology, Audi's support of other environmental initiatives are kinda weak. On their website they highlight a partnership with the Nature Conservancy where a $1 donation will be made for every Facebook user that joins them - but only up to $25 thousand. That's about half a Q7. Last year, the Q7 was recognized by the SmartGreen Index with their highest rating for a luxury SUV. I wasn't able to find much out about Strategic Visions, the company sponsoring the award.

This is a 5700 pound luxury SUV with an all-wheel-drive system lacking a low range which means it is essentially built for wet and slippery roads as opposed to any sort of off road situation, which is fine for a majority of those who will be purchasing it. Edmunds.com said, "off-road jaunts should be limited to light-duty dirt roads and such" despite what the photos might indicate.

There little doubt that the Q7 is well designed with clever passenger compartment features one would expect in a fullsize European SUV with a price hovering around $50k, such as integrated bluetooth and iPod connections, top notch audio, navigation system and cushy leather seats. I personally like the appearance, and not having actually driven one, the reviews I've read give it high marks on comfort and performance of other comparable luxury SUV's.

So, the jury is still out on the Q7 and whether it is a GreenZoneSolution. It is certainly a step in the right direction in terms of utilization of diesel technology in general. The Audi will get most people where they want to go over the road under most conditions. And in the design arena, where I thought it would shine, Edmunds said of the interior that it was "on the somber side, but it clearly belongs in a luxury vehicle". It sounds.... nice, but I'm not quite sure if it is truly Renewable, Reliable and Remarkable. I do like the commercials though...