In a strategic move aimed at captivating China’s tech-savvy EV audience, Audi has launched its new electric sub-brand, AUDI, developed in collaboration with Shanghai Automotive Industry Corporation (SAIC). This newly minted AUDI brand steps away from the iconic four-ring logo, instead opting for bold, standalone ‘AUDI’ lettering, symbolizing both a connection and distinction from the global Audi AG brand. The debut model, the AUDI E Concept, paves the way for a range of vehicles specifically tailored to China’s thriving electric market.
AUDI E Concept: A Vision of Future Mobility
Revealed as a precursor to three new production models that will roll out from mid-2025, the AUDI E Concept encapsulates sleek design and advanced tech. Measuring 4,870 mm in length, 1,990 mm in width, and 1,460 mm in height with a wheelbase of 2,950 mm, the concept exudes a refined yet futuristic aesthetic. It foregoes traditional Audi styling for a monolithic, streamlined look, with the bold AUDI logo as a central design feature. The concept was co-developed by design teams in both Germany and China, underscoring the brand’s commitment to creating a distinctly Chinese EV experience.
Powered by an 800-volt electric architecture, the AUDI E Concept packs dual electric motors producing a whopping 764 bhp and 800 Nm of torque. Capable of accelerating from 0 to 100 kmph in 3.6 seconds, the EV showcases Audi’s signature Quattro all-wheel-drive system with torque vectoring, promising both exhilarating performance and control.
The E Concept runs on a 100 kWh battery pack with an impressive 700 km range under CLTC standards. For long trips, rapid charging offers 370 km of range in just 10 minutes—a game-changer for range-conscious drivers. Additional features like four-wheel steering and air suspension elevate the model’s performance.
Inside the AUDI E: A Blend of Comfort and Intelligence
Stepping inside, the AUDI E Concept redefines luxury with a freestanding, curved touchscreen and individual seating for four. The cabin integrates sustainable materials such as natural fibers and wood trims, reflecting a modern, eco-conscious design ethos. The newly developed AUDI OS promises an intelligent interaction, with personalized options via facial recognition and seamless device integration for a fully tailored driving experience.
Path to Production and Future Models
The first production model from AUDI, based on the E Concept, is set to roll off assembly lines in 2025. Following this will be a sedan in 2026 and an SUV in 2027, each aligning with the brand’s vision to cater to younger, tech-oriented Chinese buyers who value innovation and sustainability.
As the world’s largest automotive market continues to shift rapidly toward electrification, Audi AG aims to position AUDI as a formidable player in China’s EV landscape. This strategic focus on the next generation of EV buyers underscores Audi’s commitment to meeting—and setting—new standards in performance, design, and technology for China and beyond.
