Audi, the German luxury car manufacturer, has taken a bold step in the Chinese market by launching a new brand named "AUDI" (styled in all caps without the iconic four-ring logo). This strategic move was unveiled in Shanghai, aiming to capture the attention of China's younger, tech-savvy consumers who are pivotal in the world's largest auto market. The introduction of the AUDI E concept, a fully electric Sportback, marks the beginning of this venture, showcasing Audi's commitment to innovation tailored for Chinese preferences.
The AUDI E concept, developed in collaboration with SAIC Motor, one of China's major automakers, embodies a blend of Audi's traditional design DNA with local technological advancements. This partnership has led to the creation of the Advanced Digitized Platform, which supports the vehicle's impressive specs: a 100-kWh battery offering a range of up to 435 miles under Chinese test cycles, dual electric motors providing 764 horsepower, and an 800-volt architecture for rapid charging capabilities. This platform promises not only performance but also an integration of cutting-edge features like advanced driver assistance systems (ADAS) and smart connectivity, catering to the digital lifestyle of Chinese users.
The design of the AUDI E concept is distinctly minimalist yet bold, featuring all-capitalized 'AUDI' branding instead of the traditional four rings, symbolizing both a departure and a continuation of the Audi legacy. This design choice reflects Audi's ambition to appeal to a demographic that values modernity and innovation over historical branding.
This initiative by Audi is not just about introducing new vehicles but signifies a broader strategy to adapt to the rapidly evolving Chinese market. By launching this new sub-brand, Audi aims to differentiate its offerings, focusing on electrification, connectivity, and automation, which are becoming increasingly important in China. The first production models from this new brand are expected to hit the market in mid-2025, promising a fresh take on luxury electric vehicles tailored specifically for the Chinese consumer.
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Audi has been a trailblazer in the automotive industry, especially in China, where it was the first premium brand to launch back in 1988. Now, in partnership with SAIC, Audi is taking a bold new step with the launch of a dedicated brand, AUDI, that brings the essence of “Advancement through Technology” to China’s growing market for electric, intelligent, and connected vehicles. At the heart of this new venture is the AUDI E concept, a cutting-edge electric vehicle developed collaboratively by experts from Germany and China, previewing three production models set for launch starting mid-2025.
The automotive industry is transforming faster than ever before. Audi’s Chief Executive Officer, Gernot Döllner, emphasizes that the partnership with SAIC enables Audi to meet this transformation head-on. Chinese premium customers bring their own unique expectations: they are younger, tech-savvy, and demand an interior that combines a familiar, comfortable feel with surprising, advanced technology. With this joint venture, Audi and SAIC are building a platform that meets these needs and moves beyond—an approach Döllner describes as “the best of both worlds.”
Leading the AUDI-SAIC team is Fermín Soneira, a seasoned expert in electric vehicle technology with 25 years of experience within the Volkswagen Group. Soneira oversees this project with the goal of blending Audi’s premium standards in vehicle design and technology with SAIC’s local knowledge, speed of innovation, and robust technology ecosystem. Together, they have created the Advanced Digitized Platform, a new foundation that will support the next generation of electric, connected vehicles exclusive to China.
At almost five meters in length, the AUDI E concept is an all-electric Sportback designed with China’s premium drivers in mind. It pairs refined design with powerhouse performance, featuring two electric motors on the front and rear axles, producing a combined 570 kilowatts and 800 Newton meters of torque. With the iconic Audi quattro four-wheel drive, it accelerates from zero to one hundred kilometers per hour in 3.6 seconds. It also offers a top-tier range of 700 kilometers on a full charge and a rapid-charging capability that adds over 370 kilometers of range in just ten minutes.
Inside, the AUDI E concept boasts a spacious, tech-rich cabin, with intuitive digital features, including a vast 4K touch display spanning pillar-to-pillar. With its minimalist exterior and detailed interior crafted to fit urban lifestyles, the AUDI E concept promises a premium electric driving experience that caters directly to China’s dynamic, modern audience.