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Audi partners with Ken Block to Drift the S1 Hoonitron Electric Race Car

The Quattro-inspired car will be drifting at Pikes Peak for the Elektrikhana video.

Audi will be partnering with world-famous pro drifter, Ken Block, for the upcoming Elektrikhana video. The partnership aims to produce an electrifying clip featuring Audi’s S1 Hoonitron E-Race Car, drifting to the legendary (and super dangerous) Pikes Peak hill climb.

Consider it at avant-garde marketing for Audi. The German luxury car brand is stepping away from its comfort zone, risking its conservative profile by trying to appeal to a younger crowd, while aiming to improve the image of electric vehicles as cool fast cars.

The company is also trying its best effort to build hype around the Audi S1 e-tron quattro Hoonitron, by not only associating it with the immaculate Audi Sport quattro S1, but also by letting it run high-speed at the deadly hills of Pikes Peak, driven by the drifting daredevil Ken Block himself.

According to the company, the entire development of the S1 Hoonitron was conducted by Audi Sport at the Neckarsulm, the same location where the Audi RS e-tron GT is produced, while Audi Design in Ingolstadt was responsible for the car’s styling.

Audi revealed that the car will be equipped with two electric motors and all-wheel drive system, housed a carbon fiber chassis. The company also boasted that the car managed to comply with the full safety standards prescribed by motorsport’s top governing body, the FIA.

In the official press release of Audi, Ken Block expressed confidence with the project.

“The collaboration with Audi is a very special partnership for me. The brand and its passion for motorsport motivated me to get into rallying,” Ken Block said. “That Audi has now developed this car for me and my team, and has joined us in our next project, has made a dream come true for me. The Hoonitron is writing the next chapter in our history and taking our Gymkhana story into the future,” Ken Block added.

The German automaker has been focusing heavily on its electric car development. It’s E-Tron campaign boasted a complete line-up of different luxury electric cars for each class. The company has not been shy, nor has been playing safe with its new models as well, sending a clear message that Audi will embrace an electric future.

Perhaps it is a good thing, Germany after all, had always been renowned for its over-engineered cars that speaks quality as much as luxury. Now that the car market is running at full speed towards producing more electric race cars, fans will be expecting more exciting news from this budding industry.

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