Audi Introduces its New ‘AUDI’ Brand in Collaboration with SAIC Exclusively For China; Showcases the AUDI E Concept
Audi and SAIC have joined hands to introduce the new ‘AUDI’ brand based in China and exclusive for Chinese customers. The AUDI E concept has also been showcased at the event under the new branding.
Read more about it below.
‘AUDI’ Exclusively Introduced in the Chinese Market
Unlike the original Audi brand which features the three ring logo, the new ‘AUDI’, marking both its connection and differentiation from its sister company, has a logo with ‘AUDI’ in capital letters, and is said to represent the best of two worlds – unmistakable Audi DNA and China innovations, with Fermín Soneira as the CEO (former Head of Electric Models Product Line, Audi). Electric and intelligent models will be unveiled for Chinese customers via the new branding, and three BEV models can be expected to debut from the mid-half of 2025 in the mid-size and full-size segments (B and C). In association with the new ‘AUDI’ branding launch, as mentioned, the AUDI E concept was also showcased.
The AUDI E concept is presented as a fully electric sports-back, with a length-width-height dimension of 4,870 x 1,990 x 1,460 mm. It has been designed with respect to the new Advanced Digitized Platform, combining both Audi’s strengths and SAIC’s innovation speed. A unique exterior design language, spacious and stylish digitalized-interior, front and rear two electric motors delivering 570 kW power and 800 Nm torque, signature Audi quattro FWD system offering 0-100 km/h in 3.6 seconds acceleration, innovative driver assistance functions, 100-kWh battery with range of up to 700km, and the innovative 800-volt architecture for fast charging(10 minute = 370km range) are some of its key features.
Speaking more about its design elements, the exterior is claimed to be both minimalist and calm, at the same time quite striking. The smooth round wheel arches, confident wrap-around light graphics, and flat and elongated roof-line adds to it.
Within the spacious interior, one would see comfort and the seamless integration of technology. Open storage space for two phones in the center console, curved pillar to pillar 4K touch display, digital exterior mirrors integrated into the display, doors featuring a three dimensional lamella design with illuminated wood and microfiber, and AUDI OS operating system for many smart functions are few notable specs. AUDI Assistant, AI avatar, and AUDI Control are further smart controls on the AUDI E concept.
As per what has been revealed via reports, the production models from AUDI may arrive at the upcoming Auto Shanghai 2025 and roll out around April 2025. The production is likely to commence in the third quarter of next year (Q3 2025). Additionally, CNY 300K price range and higher trims with city NOA capabilities (L2++) are also being expected for the new production models.
