Audi launched a new brand in China called “AUDI” in collaboration with SAIC and introduced its first concept car, a 765 HP AUDI E, which is expected to hit the market by mid-2025. The Audi’s famous four rings logo has been dropped, and the car uses the name AUDI instead.
AUDI E was launched on Nov 7, 2024 and will be the first electric vehicle under Audi and SAIC’s jointly developed “Advanced Digitized Platform,” created to build premium, intelligent, connected vehicles especially for the Chinese market.
Gernot Döllner, Audi’s CEO “By launching this new brand for electric and intelligent models in China, Audi is breaking new ground to tap into new and more tech-savvy customer segments.”
In 1988, Audi was the first luxury brand to enter China, and the Audi E is a move in maintaining its dominant position in the premium electric market. The collaboration brings together the technical strength of Audi with SAIC’s innovation speed and local market insight.
Performance and Specifications
AUDI E’s 3.6 sec 0-100 km/h sprint comes from its 765 HP (570 kW) and 800 Nm (590 lb-ft) dual electric motors. It will also feature Audi’s signature Quattro four-wheel drive system.
The concept car has an expected CLTC range of 700 km and is equipped with a 100-kWh battery. Its 800-volt architecture with super-fast charging capability will offer 370 km of range in just 10 minutes of rapid charging. No more charging anxiety.
The AUDI E sportback concept is 4,870 mm long, 1,990 mm wide, 1,460 mm high, and has a wheelbase of 2,950 mm, making it roughly the size of an Audi A6.
Design
AUDI E has a good-looking, simple yet striking, characterful design reminiscent of the iconic Audi Sport Quattro. Its smooth lines, broad front, slim headlights, lighting graphics, rearview cameras instead of mirrors, flashy wheels, and a long, sloping sportback roofline give it a dynamically confident appearance.
The interior of the Audi E is a perfect combination of luxury, comfort, and technology. The highlight of the spacious interior is a stylish pillar-to-pillar curved 4K touchscreen with integrated digital exterior rearview mirrors. Also is the illuminated wood and microfiber materials used inside.
Apart from the latest infotainment system, the vehicle will offer an advanced AUDI Assistant to help the driver through touch and voice controls. Features like automated parking and a certain level of autonomous driving would be standard.
The AUDI E would also offer face recognition and smartphone integration.
In short
The AUDI E is an exciting new sportback intended for the young, tech-savvy, premium Chinese market. The Chinese market’s hunger for technology is driving all manufacturers to continuously innovate in order to stay relevant. With a new brand and partnerships with local hi-tech giants, Audi’s new approach is to maintain its dominant position in the Chinese premium auto NEV market.
“The automotive industry is undergoing the largest transformation in its history. Through our partnerships in China, we are playing a decisive role in this transformation.” said Audi CEO Gernot Döllner.
Traditional auto manufacturers had been slow in adapting to the changing market demand for NEVs, especially in China, an area where the new Chinese startups raced ahead. They are now tying up with Chinese counterparts to synergize knowledge and develop future technologies. Similarly, Volkswagen is working with China’s Xpeng and Stellantis with Leapmotor.
Unfortunately, Audi plans to keep the AUDI E exclusive to China, with the e-tron series focusing on the rest of the world. Maybe in the future we can get an AUDI model or at least some of its innovative technologies passed on to other Audi vehicles.