AUDI E concept

New project between Audi and SAIC

Audi is currently working on various initiatives for the future in the Chinese market. As part of these efforts, the company announced the launch of a new brand, “AUDI,” along with a new fully electric concept car, the “AUDI E Concept.” “AUDI” will not use the familiar four-ring logo, but will be written with four capital letters. This emphasizes the brand’s connection as a sister brand of Audi, while also differentiating it from the rest.

Audi, which entered the Chinese market in 1988, has been a pioneer of European premium brands in the market. Now, in partnership with Shanghai Automotive Industry Corporation (SAIC), the company has launched the new brand “AUDI,” aiming to expand its presence in the Chinese market in the era of EVs and connected cars. Gernot Dörner, CEO of Audi AG, gave the following comment on the launch of the “AUDI” brand:

“By launching the AUDI brand in China, which specializes in electric vehicles and intelligent vehicles, Audi aims to tap into a new customer segment, one that is more tech-savvy. The automotive industry is currently undergoing the biggest transformation in its history. Our partnership with SAIC in China will play a key role in this transformation.”

Three new BEVs planned for release in 2025

The Chinese premium market has different preferences than those in Europe and North America. Its demographic is younger than global average and tends to favor more advanced technology. They expect cutting-edge connected and autonomous driving technology, and they want their cars to provide an unparalleled driving experience.

“AUDI” is a project that combines Audi’s strengths in automotive development with SAIC’s speed. Audi will provide its know-how in the premium segment, design, overall vehicle development, and engineering expertise, while SAIC will bring its established, cutting-edge ecosystem in China and deep knowledge of the Chinese market.

Audi is based in China and develops a lineup customized for the country. The Audi E Concept unveiled this time is a preview of three new models that will be released from mid-2025.

“Our joint platform will form the basis for the next generation of intelligent, connected cars sold in the Chinese market. These upcoming models will target a new, demanding customer segment. This partnership will further expand Audi’s range of electric vehicles in China and accelerate our evolution in the world’s largest market,” said Dörner.

“The first three BEVs will be aimed at the mid-size and full-size segments (B and C segments). These new models will be developed in more than 30 percent less time than previous models, with the first models scheduled to go on sale in 2025.”

Large-capacity battery ensures a cruising range of 700km

The “AUDI E Concept” adopts a sportback style with an imposing size of 4870mm in length, 1990mm in width, 1460mm in height, and a wheelbase of 2950mm. Equipped with a cutting-edge fully electric powertrain, it boasts a minimalist and innovative exterior that sets it apart from conventional models, as well as a digitalized living space.

Two motors are placed on the front and rear axles, achieving a maximum system output of 570kW (774PS) and a maximum torque of 800Nm. It is equipped with Audi’s proprietary “quattro” full-time 4WD system, boasting a 0-100km/h acceleration of just 3.6 seconds. It also features an innovative driver assistance system developed exclusively for the Chinese market. It is expected to also feature partial autonomous driving for situations such as highway and metropolitan traffic jams and parking.

The car is equipped with a 100kWh battery, achieving a driving range of 700km on a full charge (CLTC measurement method). It also incorporates an 800V architecture that enables ultra-fast charging, which is becoming increasingly popular in China. A quick charge of just 10 minutes ensures a driving range of over 370km, providing the same convenience as a conventional internal combustion engine (ICE) model.

An interior that combines tradition and the latest technology

Many of the engineers and designers involved in the development of this concept car have worked for many years at the Beijing design studio, developing deep insight into traditional Chinese aesthetics and the needs of Chinese customers.

In particular, the interior design team has completed the interior space with the theme of seamlessly combining the “comfort” and “advanced technology” that are characteristic of the Audi brand in China. Customers who get into the AUDI E Concept will experience this fully electric Sportback as a stylish, comfortable, and connected oasis that is suited to the lifestyles of China’s major cities.

The 4K curved touch display, which spans the entire space between the left and right pillars, features an innovative interface that allows for intuitive operation. The digital exterior mirror has also been integrated into this display. The center console also has an open space that can store two smartphones.

The door panels feature an innovative design inspired by modern architecture. They combine illuminated wood and microfiber in a three-dimensional lamella design, seamlessly blending beautiful natural materials with the latest technology. The car also features an app store and facial recognition for personalized settings, providing a wide range of features and entertainment options.

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