Audi unveils new EV brand “AUDI” and “AUDI E concept” in China

KUALA LUMPUR: The Chinese EV market has been growing rapidly, with domestic and international automakers rolling out new developments regularly. Recently, Audi launched a new EV brand in China in collaboration with local partner Shanghai Automotive Industry Corporation (SAIC).

Interestingly, the newly launched brand is called “AUDI,” and its logo features a combination of capital “AUDI” letters instead of the iconic four-ring logo. The automaker says this “signals both the connection to and differentiation from the sister brand. "

“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,” said Gernot Döllner, Audi CEO.

The launch of the new China-specific brand coincided with the debut of its first concept car, dubbed the AUDI E concept. Let’s know this innovative concept in detail.

Exterior

The AUDI E concept is a fully electric Sportback model which measures 4,870 mm in length, 1,990 mm in width, and 1,460 mm in height, and spans a wheelbase of 2,950 mm.

The EV is based on a new Advanced Digitized Platform with perfect proportions and a highly differentiated exterior design language. It features a dynamic Sportback silhouette with smooth wheel arches and wrap-around lighting graphics at both ends.

Interior

The spacious and digitalized interior promises great practicality and a fully connected in-car experience. It is equipped with a pillar-to-pillar 4K touch display, open storage space for two phones, and digital exterior mirrors integrated into the display. The door features illuminated wood and microfiber in a 3D design.

The car’s operating system, AUDI OS, tailors digital interactions to the customer with intuitive top-level menus and a rich app ecosystem with facial recognition for personalization. There is also an AI-based AUDI Assistant that supports voice and touch controls. 

Drivetrain, range, and charging

The Audi E concept features two electric motors, delivering a combined power of 570 kW and 800 Nm. Equipped with Audi's quattro four-wheel drive, the concept EV runs from zero to 100 kmph in just 3.6 seconds.

The motors are fed by a 100-kWh battery that provides a CLTC-claimed range of 700 km. The battery supports ultra-fast charging, providing over 370 km of range in just 10 minutes.

The AUDI E concept car was jointly developed by experts from both Germany and China. It previews three upcoming AUDI BEV models slated to launch in China from mid-2025 onwards.

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