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

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).

KEY TAKEAWAYS

  • What is the goal of Audi’s new collaboration in China?

    Audi aims to develop a new generation of advanced EVs specifically for the Chinese market, focusing on a fast-growing, high-demand customer segment.
  • When will the first AUDI model go on sale in China?

    The first AUDI electric car is expected to go on sale in 2025.
  • 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.

    Also read: Audi Malaysia rolls out special year-end prices for e-tron and RS ICE models

    Contents

    Sippi Vig

    Sippi Vig

    Sippi is a versatile writer and specializes in crafting both blog articles and site content for the automotive industry. Her strong analytical skills help in curating articles backed with stong number analysis for our audience. She enjoys reviewing the latest cars/models and describing new technologies. She holds a master of business administration degree in finance and marketing. When she’s not working, she enjoys travel, adventure, reading, and gardening.

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