Audi has launched a new brand in China called “AUDI,” marking a strategic shift in the company’s approach to the Chinese market. The new venture, which drops the traditional Audi logo in favor of all-caps “AUDI,” aims to appeal to local consumers while maintaining ties to the Audi legacy. To mark the launch, Audi introduced the AUDI E concept, a fully electric model that previews the future direction of the brand in China, offering a blend of Audi’s traditional DNA with new design and technological features tailored to Chinese tastes.
The concept model, the AUDI E, is described as a fully electric Sportback with a size and layout similar to the Audi A5, but with design elements tailored specifically for Chinese customers. The car features a sleek, futuristic appearance with an illuminated “AUDI” logo replacing the familiar four rings, and advanced LED lighting elements that integrate sensors for the vehicle’s advanced driver assistance systems (ADAS). The car’s overall design blends a coupe and wagon aesthetic, with muscular fenders and a flowing roofline, giving it a distinctive yet familiar Audi look.
Inside, the AUDI E concept is designed with luxury and technology in mind, featuring microfiber upholstery and illuminated wood accents. The dashboard is dominated by a massive, curved 4K touch-sensitive display that integrates all major vehicle functions, including the instrument cluster, infotainment, and digital mirrors. The interior is minimalistic, with very few physical controls, relying mostly on touch-sensitive interfaces to control various functions, including the AI-backed AUDI Assistant.
The concept is powered by a dual-motor electric powertrain, producing 764 hp and 800 Nm of torque, which enables a rapid 0-100 km/h acceleration time of 3.6 seconds. It also boasts a 100 kWh battery with a range of 700 km (435 miles) under the Chinese CLTC testing cycle, and it supports ultra-fast charging, adding over 370 km of range in just 10 minutes. This combination of performance and cutting-edge technology reflects Audi’s commitment to delivering high-performance EVs with a focus on comfort and driving dynamics.
The new AUDI brand is a joint venture between Audi and Chinese automotive giant SAIC, aiming to deliver a more localized product that blends Audi’s advanced technology with SAIC’s influence in the market. While Audi already offers a range of electric vehicles in China, the creation of the AUDI brand is intended to provide a distinct identity that can resonate more with local consumers. The first production models are expected to be released in mid-2025, and it remains to be seen whether this new approach will successfully differentiate itself from Audi’s existing offerings in the competitive Chinese electric vehicle market.
