Audi's Hildegard Wortmann: ‘Edutainment' needed to boost consumers' confidence in EVs

But, she said, automakers need to educate consumers in an entertaining way that "there is nothing to be afraid of. It's natural that you need to get acquainted with it, and there are a lot of things in an electric car that you need to be aware of." She said brands should aim their marketing to tell consumers "why we are doing this. Wortmann said the board intrigue wouldn't impact Audi's U.S. operations or its dealers and happens from time to time. "With the Sphere [concepts], we've shown how the interior of a car is changing how this becomes much more of a living space, much more of an urban space in the car," Wortmann said.