Jeff Curry

Brainstormer, Entrepreneur, Environmentalist, Global soul, Idea generator, Marketer, Technologist

Jeff Curry develops the e-mobility programs and sustainability strategy for Audi of America, responsible for spearheading the company’s plan to introduce it’s Audi e-tron line of electric vehicles to the U.S. market. Curry also is designing Aud’s overall approach to executing the company’s commitment to “balanced mobility,” encompassing a holistic effort to ensure that all of Audi of America’s operations reflect the company’s sustainability strategy. “In the long range,” said the 41-year-old Curry, “Audi will be a carbon-neutral mobility company. It’s a big visionary goal, but that is the commitment the company has made as we move to a more urban future and the next generation of electrified vehicles powered by renewable energy. My job is to execute that commitment in the United States for Audi owners.” Curry has been devoting his experience and expertise in “e-mobility” and cutting-edge automotive technology at Audi of America since August 2011. He is working with a cross-functional team overseeing the planned debut of the first electrified Audi’s planned for the U.S. market, including a version of the R8 sports car that will debut in 2013, while also crafting the company’s long-term approach to marketing it’s line of electric vehicles, called Audi e-tron. Audi “has a distinct approach from our competitors” to electrification, Curry explained – what might be described as a “innovate and do more” strategy, in contrast to a reliance by other automakers on simply developing plug in electric vehicles “We look at things much more holistically, not at EVs alone as a silver bullet to CO2 issues,” Curry said. “We are making many other important steps, improving gasoline mileage, our TDI clean diesel efforts, and making our vehicles lighter-weight and network connected – smart things that we’re doing in the interim which will also ensure our Audi e-tron vehicles deliver the sporty, progressive experience expected of Audi combined with the new dynamic dimensions of electric driving.” Curry came to his role at Audi as head of his own marketing strategy consulting firm, GreenCurry. Before that, he was head of global product marketing for Better Place, a leading Silicon Valley EV-infrastructure and charging-services start-up located in Palo Alto, CA. At Better Place, he was part of the management team that developed a global market for electric vehicle networks in the USA, Israel, Denmark, Australia and China. In turn, that was the culmination of a varied career in brand marketing, product management and public relations. A small-town native of Indiana, Curry grew up around his grandfather’s Chevrolet dealership, stoking an early passion for cars. But he dreamed of a diplomatic career abroad, so Curry attended Georgetown University. A college public-relations internship with Land Rover North America showed him that a career path could integrate the two interests leading to off-road adventures around the world. He joined Land Rover after graduation and was media relations manager and then manager of product planning for the Range Rover and Defender brands in the United States, eventually moving to the brand’s U.K. offices and collaborating with BMW in Munich, Germany to develop next-generation vehicles. Curry jumped to Saab for a stint in Atlanta as manager of advanced product planning, which plotted the brand’s future products including the fast-emerging world of telematics. Then XM Satellite Radio recruited Curry as part of it’s core launch team to lead it’s big push into vehicles. There he became vice president of marketing for the automotive business and spearheaded the national marketing effort to build the XM brand as a new entertainment medium among new car buyers. After the XM/Sirius merger in 2008, his next stop was Better Place. Curry lives in Washington, D.C., with his partner and a 1987 Porsche 911 Targa Turbo-Look.

Finding progressive ways to ensure our future mobility is sustainable and meets our ever-changing societal and personal needs as we move around our world.

Automotive Design & Marketing, Cars in general, Cars/Vehicles - Ecological/Hybrid/Electric, Energy and Environment, Entertainment -Renewable Energy, Marketing + Branding + Innovation

This is my first TED and I'm interested in engaging TED-sters in a conversation that generates ideas about the future of mobility and the trends that will influence society and culture. We have a basic human need to move around our world. Finding innovative paths to do this in a sustainable way with amazing design and new technology is a core interest. I hope that the creative environment at TED2012 will lead to new collaborations and unexpected intersections for future mobility. More (great things) to come...

Cooking, bowling, campaigning to end Alzheimer's and driving directions without GPS...