Audi deepens its partnership with SAIC by launching a new brand without the classic “Four Rings”, named AUDI. The concept car for the new brand was revealed at the AUDI launch event, tentatively named the AUDI E. Over the next three years, Audi plans on developing three pure electric models with SAIC based on a new advanced digitized platform.
The new brand AUDI is positioned at the same level as the traditional four-ring Audi brand, but operates as an independent entity. AUDI models will be built exclusively for China, taking into account the local needs and market preferences. The brand’s first model is set to launch summer of 2025.
More on the AUDI E
The concept AUDI E has a shooting brake wagon-style design, featuring a rooftop lidar, retractable hidden door handles, and a large rear spoiler. The new brand features a new design language different from traditional Audi vehicles. The headlights are hidden slightly under the hood of the car and use clusters of triangular shapes to create dynamic lighting effects. The rear lights follow a similar approach.
The unified visual element is the illuminated “AUDI” logo, which is highly visible from up to 120 meters away.
Inside, the car has a large, continuous pillar-to-pillar display. The digital exterior mirrors are integrated into this display. The interior is styled with a home-like aesthetic, using substantial wood materials on doors and ambient lighting, unique from other Audi vehicles. The center console offers open storage space for two phones.
Given Chinese market focus, intelligence is a key focus for AUDI. The AUDI E will be equipped with AUDI OS, a new operating system developed specially for this brand. The vehicle will have a rich app ecosystem and individualized facial recognition. Audi Voice Assistant will be a central element to the vehicle’s user interface. While specific technological advancements remain undisclosed, the vehicle is expected to deliver intelligent driving features, leveraging SAIC’s strengths and its NEV expertise.
AUDI E Power-train
The AUDI E concept car measures at 4,870/1,990/1,460 mm, with a 2,950 mm wheelbase. It is powered by a 100 kWh ternary lithium battery, 800V architecture, offering a CLTC range of over 700 km. The vehicle has dual motors (front and rear) and is marketed as a Quattro model. Official figures state a 0-100 km/h acceleration time of 3.6 seconds. Additionally, it features progressive front-wheel steering, all-wheel steering, and air suspension.
Audi’s global CEO, Gernot Dllner, disclosed that the first model from the Audi-SAIC intelligent electric vehicle project will begin production in the coming weeks. As per the project’s framework, Audi-SAIC will introduce three fully electric models. “These three products are part of the cooperation agreement between Audi and SAIC, and both parties are now discussing future collaboration plans,” said Dllner. Future models from Audi directly will be localized through Audi’s other Chinese partner FAW-Audi.
The current car on display is still a concept model. Production and delivery are expected by 2025, with a development timeline of around 18 months, a significant improvement from the typical 3-year development timeline in the auto industry. In the future, the AUDI brand plans to launch an SUV and a large sedan.
It’s not a real Audi anymore. Why would I want to buy it then? This is just diluting the brand. Sad for Audi. One of my favorite car manufacturers.
are you even a buyer, lol.
anyways, the rear exterior is meh.
hopefully its cropped short and the cabin elongated.
second row needs first class hsr/plane seating.
In fact, yes, I am in the market to buy a new car and told my wife two months ago to wait and see what Audi will preview for 2025. I owned an Audi before. Further more I am German but live in China. So there has been a strong connection to the brand through out my life.
The Volkswagen Group is late to the game. Not sure if these “rebrandings” and “revolutionary” new designs will safe them. But I certainly hope so.
Really no point for German cars trying to pivot to the Chinese market. Sooner or later all the German brands will find themselves being squeezed out.
They will not be squeezed out all the way but their market shares will be not as fat as they used to be. That’s their main problem. Otherwise I don’t think they will ever be unhappy about being present in China.
german brands are going through some identity crisis.
as you mentioned they are late because now there are so many domestic choices. if audi doesn’t do it, a domestic brand zeekr will.
remember that so many ‘ugly/hideous’ designs for cn domestic market became global.
remember that logos are good but some chinese buyers like the latin alphabet look. it’s in fashion.
same as westerners getting a chinese tattoo that says ‘super fly’.
IM LS7 Audi, anyone?
There is no other shortcut but to offer established brand name with existing local technology in order to be competitive in the Chinese market!
But why change the “brand name” for this purpose? The four rings had such a bad image in China that it was unreversable?
Seems a part of joint venture (or whatever they call it) terms.
To distance it from the other Audi products.
Yes but there is no Audi DNA here, nothing at all, not a single design element. Not like BMW’s Neue Klasse concept vehicles.
If you would take off the name plate, you would not know where this car came from.
The idea is nice but they could have executed it better…
In other words, this is rough.
No, no… I’m not defending this at all. Audi is aware that on its own it has no chance catching up with the Chinese, especially price wise.
Moreover, this could really be the early prototype… Far from the market model as it usually is with them.
Hope never dies 🙂
k92fke