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In the electric vehicle (EV) market, differentiation is key. Consumers expect each brand to bring unique engineering, user experience, and design innovations. That’s why Sandy Munro’s recent teardown-based observations carry weight — they call out when manufacturers fall short of creating something distinct. In his latest review, Munro turned his attention to an Audi EV that, in his eyes, is little more than a Volkswagen ID.4 with a premium badge and price tag. The verdict? A missed opportunity that risks alienating customers.
Too Close for Comfort: The ID.4 Connection
From the moment Munro parked the vehicle in his driveway, the resemblance was undeniable. Viewed from the side, the Audi could easily be mistaken for a Volkswagen ID.4. The shared platform and underlying architecture are industry knowledge — both vehicles stem from the Volkswagen Group’s MEB platform — but Munro’s concern goes beyond platform sharing.
He likens it to a past automotive misstep: when General Motors produced multiple brands’ vehicles using the same base model, altering little more than the grille and badging. The outcome back then was a loss of brand identity, a diluted product line, and customers who felt they were paying more without getting more. Munro suggests Volkswagen Group risks repeating that history.
Build Quality vs. EV Mindset
Munro acknowledges the vehicle’s build quality — it’s solid, as one expects from a Volkswagen Group product. The ride is comfortable, and trim quality is high. However, his criticism targets the engineering mindset behind the car’s design.
Rather than approaching the project as a ground-up EV, Munro believes it was treated as an internal combustion engine (ICE) vehicle retrofit with a battery pack. This “ICE-first” approach, he argues, leads to outdated ergonomics, unnecessary complexity, and a failure to leverage the simplicity that modern EV design allows.
Human Factors and Interface Frustrations
One of the most telling moments in Munro’s review came from his wife — herself a highly qualified engineer — who found the vehicle infuriating to operate. Her reaction underscored a broader problem: the car is not intuitively obvious to use.
Key issues included:
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Instrument Layout Confusion — The primary speedometer is on the right in the instrument panel but shifts to the left in the heads-up display. For right-eye dominant drivers, this inconsistency defies established human factors research.
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Overcomplicated Controls — The infotainment volume control appears to be a push button but functions as a rotary dial. Multiple buttons and steering wheel controls clutter the interface.
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Non-intuitive Functions — Basic features like windshield wiper activation are harder to locate than in other modern EVs, where automation is standard.
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Control Overload — Multiple stalks, paddles, and knobs create an environment closer to legacy ICE cars than streamlined EVs.
These design decisions may appeal to drivers accustomed to traditional controls, but for EV buyers seeking the frictionless experience of a Tesla, BMW i-series, or even a Chevrolet Bolt, they’re a step backward.
One-Pedal Driving — Absent
Munro highlights one of the most glaring omissions: the lack of true one-pedal driving. Many EV owners consider this feature essential. It enhances efficiency through regenerative braking and provides a smoother, more engaging driving experience.
In this Audi, drivers must revert to conventional braking. While the gear selector offers a mysterious “B” mode — possibly standing for “Brake” or “Battery” regeneration — it fails to deliver the seamless one-pedal capability found in competitors.
Too Much ICE DNA
For Munro, the heart of the problem is philosophical. This EV feels like it was designed by an ICE engineering team that simply replaced the powertrain. Rather than embracing the design freedom and efficiency gains EV architecture allows, the vehicle clings to legacy thinking.
The result? A car that lacks innovation, feels old-fashioned in usability, and doesn’t justify its price tag over its Volkswagen twin.
The Market Impact
The warning to Audi and Volkswagen is clear: today’s EV buyers are discerning. They compare across brands, understand platform sharing, and expect clear value differentiation. Selling what feels like an ID.4 in Audi clothing at a higher price risks customer dissatisfaction and brand erosion.
Competitors are raising the bar with purpose-built EVs that integrate software, ergonomics, and hardware into cohesive packages. Brands that fail to keep pace risk losing market share in the fast-evolving EV landscape.
Lessons for Automotive Engineers
From an engineering perspective, Munro’s critique offers a checklist of what to avoid in EV development:
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Start with an EV-first mindset — Design architecture, ergonomics, and features specifically for electric drivetrains.
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Prioritize intuitive usability — Controls should be obvious, minimal, and ergonomic, especially for drivers transitioning from ICE to EV.
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Maintain brand identity — Platform sharing is fine, but each badge must deliver a unique experience.
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Adopt modern EV features — One-pedal driving, simplified interfaces, and integrated automation are now baseline expectations.
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Align human factors with technology — Don’t introduce avoidable inconsistencies that confuse drivers.
The Path Forward for VW Group
If Volkswagen Group wants to succeed with Audi in the EV space, the fix isn’t just cosmetic. It requires rethinking how EV projects are staffed, designed, and validated. This means empowering teams with EV-specific expertise, streamlining user interfaces, and integrating software that aligns with driver expectations.
A luxury brand like Audi can’t rely solely on build quality — it must lead with innovation. Munro’s verdict is not that Audi can’t build a competitive EV, but that this particular model fails to do so.
Rethink EV Design Before It’s Too Late
For engineers, investors, and EV enthusiasts, Munro & Associates’ analysis is a reminder: the EV revolution rewards those who rethink, not rehash. Audi has the resources to compete at the highest level, but execution matters.
Stay connected by subscribing to Munro Live or visiting Munro & Associates for more teardowns, engineering breakdowns, and cost analyses that reveal the real winners — and missteps — in the global EV race.