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Ken Block joins Audi to help develop electric vehicles

"Hoonigan" combustion-engine poster boy tapped for zero-emissions assistance

Andrew Robichaud
Sep 22, 2021  •  September 23, 2021  •  2 minute read  •  Join the conversation
"Hoonigan" Ken Block works with Audi to develop the German brand's EVs
"Hoonigan" Ken Block works with Audi to develop the German brand's EVs Photo by Audi

Ken Block is at it again.

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The 53-year-old rally car driver and Hoonigan executive is shaking up the automotive world with a landmark partnership with Audi to work on exclusive projects in electric vehicles.

The German automaker announced Tuesday that Block, who made his name ripping up trails and private tracks under the Ford and Subaru badges, will be a key cog in its efforts to push electric mobility to new heights.

“Ken Block shares our love of performance,” Head of Audi Brand Henrik Wenders said in a press release. “He has the ability to inspire people. With his progressive thinking, he will accompany us on our way into an electrifying future. Welcome to the team!”

Often held up as a sort of poster boy for tire-shredding, combustion-engined and gasoline-powered fun, Block recently shifted his attention to emission-free vehicles on the track. He won the inaugural race of the Projekt E rallycross series and posted the third fastest time in the final stage of the 2020 Dakar Rally — all on the wheels of an electric racer.

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“Electric mobility is the future,” Block said in the release. “I see the electric car as a leap forward for us as a society in order to create something that can not only reduce emissions and hopefully make the planet a better place. But not only that: it’s also about performance. I love anything that makes me go faster. Electric cars can do that.”

Brand affinity also comes into play in the partnership, as Block says Audi was an inspiration to his racing career.

  1. "Hoonigan" Ken Block works with Audi to develop the German brand's EVs Photo by Audi
  2. "Hoonigan" Ken Block works with Audi to develop the German brand's EVs Photo by Audi
  3. "Hoonigan" Ken Block works with Audi to develop the German brand's EVs Photo by Audi
  4. "Hoonigan" Ken Block works with Audi to develop the German brand's EVs Photo by Audi
  5. "Hoonigan" Ken Block works with Audi to develop the German brand's EVs Photo by Audi

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“Audi is the brand that ignited my passion for motorsport,” he added. “I am extremely excited to start this new chapter. Together, we will develop innovative projects and push the boundaries of electric mobility.”

Block was a guest of Audi’s for the announcement, where he had the opportunity to test a range of performance electric vehicles — the Audi Sport quattro S1, the Audi V8 quattro, the Audi e-tron Vision Gran Turismo, and the Audi RS e-tron GT.

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