Audi has taken a bold step forward in China, unveiling a distinct new brand, “AUDI,” alongside its first concept vehicle, the AUDI E. Unlike its traditional models, the new brand eschews Audi’s iconic four rings in favor of a minimalistic, capitalized “AUDI” badge, symbolizing both its connection to the original brand and a pivot towards an electric, tech-focused future. Designed specifically for the Chinese market, the AUDI brand blends classic Audi engineering with innovations tailored to Chinese consumers, introducing a vehicle that Audi CEO Gernot Döllner describes as “a new frontier for electric and intelligent cars in China.”
Audi’s journey in China dates back to 1988, positioning it as a pioneer in the premium car sector. Now, in collaboration with SAIC, Audi is expanding this legacy with a brand rooted in “Vorsprung durch Technik” for the era of connected electric vehicles. The AUDI E concept is a key component of this initiative, representing the first in a line of three models slated for release beginning in 2025. Crafted by experts in both Germany and China, the AUDI E concept is not only a display of Audi’s engineering acumen but also a testament to its commitment to evolving with the rapidly transforming auto industry.
“A Vision for the Future of Driving: Tailored to China’s Tech-Savvy Market”
Audi’s partnership with SAIC targets the next generation of Chinese premium car customers who are younger, tech-oriented, and highly connected. This joint venture, led by Audi’s Fermín Soneira, merges the strengths of Audi’s premium design and engineering with SAIC’s agility and market insight. Together, they’ve developed the Advanced Digitized Platform, which will underpin a new range of intelligent, connected vehicles exclusive to China. This approach also accelerates production, reducing time-to-market by over 30%.
“The AUDI E Concept: Where Form Meets Function”
The AUDI E concept car is a fully electric Sportback, blending performance with style. It’s equipped with dual electric motors providing 570 kW and 800 Nm, enabling a 0-100 km/h acceleration in 3.6 seconds. With a 100-kWh battery, the vehicle achieves a range of up to 700 km on a single charge. Its 800-volt charging system allows for rapid charging, delivering 370 km of range in just 10 minutes.
Built with a minimalist yet striking exterior, the AUDI E concept boasts smooth arches, wrap-around lighting, and an elongated Sportback silhouette. Inside, a curved, pillar-to-pillar 4K touch display provides a seamless digital experience, and an array of sustainable materials, including illuminated wood and microfiber accents, adds to its distinctive appeal.
“Smart Systems and Digital Connectivity: A New Era of Interaction”
The AUDI E concept introduces the new AUDI OS operating system, which customizes the in-car experience based on each user’s preferences. The AUDI Assistant AI avatar provides voice and touch controls, while the AUDI Control—a touch-sensitive bar on the center console—allows for effortless navigation through the vehicle’s digital content.
With this launch, Audi not only reinforces its foothold in the Chinese market but also demonstrates a blueprint for future mobility, underscoring Audi’s commitment to innovation and customer-centric design in the world’s largest automotive market. As the automotive landscape shifts towards electric and autonomous technologies, AUDI and its new E concept are poised to lead a new generation of premium mobility in China.
