Where do you see yourself in 10 years? For Audi, the answer to that question lies in the electric and hybrid vehicle market.
The luxury car brand announced its road map to electrification at the Los Angeles Auto Show on Wednesday. President of Audi of America Scott Keogh said the company expects at least 25 percent of its sales in North America to be electric vehicles by 2025.
"Audi's not a half-measure brand," said Keogh. "When we go in, we like to do things right."
Audi's electrification plan will begin this year with the Audi A3 Sportback e-tron plug-in hybrid model. Keogh told CNBC the novelty of the product itself will propel the carmaker's plan forward.
"It's got three electric engines, it's going to drive like a crazy cool car, it's going to be the hot product and that's what's going to drive this," Keogh said.