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Audi has announced the launch of a new brand in China: AUDI. Unlike the iconic four rings, the new brand name is stylized in four capital letters, emphasizing both connection to and distinction from the existing brand. The AUDI E concept car, developed specifically for the Chinese market, combines Audi’s DNA with local innovations, highlighting advanced technologies and an electric focus tailored to Chinese consumers. According to Audi CEO Gernot Döllner, this marks an exciting step for Audi to cater to a new segment of tech-savvy customers in China.
Key Highlights:
- New AUDI brand launch in China, tailored for Chinese customers.
- AUDI E concept developed in collaboration with SAIC, featuring a unique blend of Audi and local technology.
- Three future production models to launch from mid-2025, aiming at premium, tech-savvy customers.
- The AUDI E concept includes innovative features such as a 100-kWh battery, 800-volt architecture, and super-fast charging.
Audi has a strong history in China, being the first premium car brand to enter the Chinese market in 1988. The new AUDI brand, developed in partnership with SAIC, embodies Audi’s DNA while offering a uniquely local approach to innovation. It aims to meet the distinct needs of Chinese premium customers, who are generally younger and more tech-savvy than their international counterparts. The AUDI E concept is a preview of three upcoming models designed for the mid-size and full-size segments, expected to be available from mid-2025.
The Advanced Digitized Platform, a joint development between Audi and SAIC, highlights the strengths of both companies. Audi’s extensive expertise in premium products and engineering combines with SAIC’s local market knowledge and innovation capabilities, creating a powerful synergy that underpins this new generation of intelligent connected vehicles. The partnership aims to reduce time-to-market by over 30%, with the first model to be available in 2025.
The AUDI E concept is a fully electric Sportback, designed with dimensions of 4,870 mm in length, 1,990 mm in width, and 1,460 mm in height. It features two electric motors on the front and rear axles, delivering a total power output of 570 kW and 800 Nm. With Audi’s signature quattro four-wheel drive, the car accelerates from 0-100 km/h in just 3.6 seconds. The concept also offers a range of 700 km with a 100-kWh battery, and its 800-volt architecture allows for rapid charging—10 minutes provides over 370 km of driving range.
The exterior design of the AUDI E concept is minimalist yet striking, tailored to Chinese customers’ preferences. The Sportback silhouette with a flat, elongated roofline delivers both elegance and interior spaciousness. Meanwhile, the interior is a blend of comfort and technology, prioritizing a connected in-car experience suitable for urban lifestyles. The design includes illuminated wood and microfiber accents, inspired by modern architecture, which creates a sophisticated interplay of natural materials and cutting-edge technology.
The AUDI E concept also introduces AUDI OS, a new operating system that provides a seamless digital experience for both driver and passengers. With features like AI-powered assistance, smart controls, and a touch-sensitive bar known as AUDI Control, the digital systems of the E concept are tailored to meet user needs in an intuitive way. The concept aims to provide an immersive in-car environment, enhancing both driving and digital interaction experiences.
With this launch, Audi continues to expand its footprint in China, tapping into the world’s largest market and the demands of a new customer segment. The cooperation with SAIC allows for a dynamic fusion of premium automotive standards with rapid local innovation, emphasizing Audi’s commitment to shaping the future of premium electric mobility.
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