Shanghai witnessed a groundbreaking double debut as Audi launched a new brand, AUDI, alongside its stunning concept vehicle, the AUDI E. Designed exclusively for the Chinese market, this bold venture combines Audi’s heritage with cutting-edge innovation tailored to the world’s largest automotive market.
AUDI: A new vision for China
AUDI, a brand distinct from its iconic four-ringed counterpart, marks a transformative chapter in Audi’s journey. Focused on electric and intelligent vehicles, AUDI blends the essence of “Vorsprung durch Technik” with Chinese-specific innovations. The AUDI E concept car is a testament to this ethos, setting the stage for three production models slated for release in mid-2025. Gernot Döllner, Audi CEO, explained:
“Launching a new brand in China allows us to tap into tech-savvy and experience-driven customer segments. This initiative underscores Audi’s commitment to shaping the future of premium electric mobility.”
Strategic collaboration with SAIC
In partnership with China’s SAIC Motor Corporation, AUDI leverages the strengths of both worlds. Audi contributes its expertise in premium engineering and design, while SAIC brings rapid innovation and local market insights. Fermín Soneira, CEO of the joint venture, stated:
“Our collaboration combines German precision with Chinese agility, enabling us to deliver state of the art vehicles while reducing time to market by 30%.”
This synergy is embodied in the Advanced Digitized Platform, which underpins the AUDI E concept. Designed for seamless connectivity, it enables unprecedented performance and personalization for Chinese consumers.
The AUDI E Concept: A bold leap forward
With a sleek Sportback silhouette, the AUDI E concept encapsulates futuristic design and functionality. Measuring 4,870 mm in length with a 2,950 mm wheelbase, the car balances elegant proportions with spacious practicality. Minimalist yet striking, its aerodynamic curves and wrap around lighting graphics make a confident statement on the road.
The AUDI E concept is powered by two electric motors generating 570 kW and 800 Nm of torque, delivering quattro four-wheel drive. Accelerating from 0-100 km/h in just 3.6 seconds, it offers both speed and efficiency. A 100-kWh battery provides a range of 700 km (CLTC), while an 800-volt architecture enables super-fast charging: a 10-minute charge adds 370 km of range.
Luxury meets technology inside
The interior design prioritizes comfort, connectivity, and contemporary aesthetics. A 4K curved touch display spans pillar-to-pillar, offering intuitive access to information. Digital exterior mirrors integrate seamlessly into the display, while illuminated wood and microfiber accents evoke a harmonious blend of nature and technology.
Smart systems, like the AI-powered AUDI Assistant, provide touch and voice control for effortless interaction. The center console features an adaptive touch-sensitive bar, enhancing user experience while maintaining a clean, sophisticated design.
Revolutionizing user experiences
Tailored for the tech-savvy Chinese consumer, the AUDI E concept offers an entertainment-rich ecosystem personalized through facial recognition. Seamless smartphone integration and advanced driver assistance systems ensure a driving experience that is as relaxing as it is engaging, whether navigating cityscapes or automated parking.
The AUDI E concept car and the AUDI brand signal a new era of premium mobility in China. By blending German engineering with Chinese ingenuity, Audi reaffirms its pioneering legacy and sets the benchmark for electric, intelligent vehicles in the world’s most dynamic market.
