In spite of our coverage of several distinctly green developments relating to the four rings from Ingolstadt over the past week, it appears that the company is not following other automakers by focusing most of its energy on going green.

“We will stick to our Vorsprung Durch Technik philosophy,” Audi boss Rupert Stadler stated at the LA Auto Show this week. “We want to take out weight and want to further diesel and FSI technology. We can still improve fuel consumption. But we will not position Audi as a green car brand – we will fulfill regulations – but we are also an emotional brand.”

Essentially, what Stadler is promising is that the heart of what people want out of their Audis will not be compromised in order to achieve a higher mpg or the best emissions ratings possible. The focus of their cars, which are beloved both for their performance and handling, will remain.

Vehicles like the E-Tron concept represent explorations into the world of alternative fuels that will advise the company on how to improve the capabilities of existing technology, like the legendary Quattro all wheel drive system, but a purely electric powered vehicle will not be made available until it is able to “achieve the appropriate emotional appeal” of Audi’s traditional offerings.

Audi is clearly keeping its head in a world that is increasingly seeing green.