Audi has just launched a new EV brand in China, one of its largest markets in the world. The new sub-brand is called AUDI, in capital letters. To mark the occasion, the German automaker unveiled its AUDI E concept car. Strangely, the concept comes without the famous ring logo.
Meet the AUDI E concept, with the name written in capital letters, which is designed to replace the four-ring logo that we have been accustomed to.
Audi teamed up with SAIC to set up a new car company and, of all the names the marketing team could have thought of, they went for AUDI, which is a sign that they don't want the new sub-brand completely separated from the automaker.
Former Head of Product Line for Electric Models at Audi, Fermín Soneira, is the new brand's CEO. He announced the arrival of the new brand a day prior to the event with a post on LinkedIn.
"Our cooperation reflects the spirit of 'the best of both worlds' and has been set up to jointly organize development, purchasing, production, and sales," said Fermín Soneira.
German carmakers have found a gold mine in China
Audi found a gold mine in China, just like all the German premium carmakers, so they constantly give it special attention, specific models, and particular features.
Photo: AUDI
Keep in mind that, three years ago, Audi launched the A8L Horch, specifically designed for the local market, with no chance whatsoever to cross the border, not to mention arrive in the US or go to Europe.
Mercedes-Benz and BMW have done it, too, offering models exclusively for the Chinese market, where customers have different preferences and expectations. However, Audi still brags about being the first of them to enter the Chinese territory, back in 1988.
However, to set Audi apart from AUDI, they ditched the four-ring badge and went for the AUD lettering, which is positioned just about everywhere.
Developed by experts from both Germany and China, the AUDI E previews three production models, scheduled to launch starting in mid-2025, looking totally different from the Audi EVs.
Photo: AUDI
With a design and equipment catering to Chinese customers, all of them will be electric, and all of them will be sold only in China. They will be in the mid-size and full-size segments (B and C) and will underpinned by the jointly developed Advanced Digitized Platform.
Even though it looks like a wagon, the model is described as a Sportback with a "revolutionary design," embodying what Audi calls the "Vorsprung Durch Technik."
The AUDI E concept car measures 191.7 inches (4,870 millimeters) in length, 78.3 inches (1,990 millimeters) in width, and 57.4 inches (1,460 millimeters) in height, sitting on a wheelbase of 116.1 inches (2,950 millimeters).
Over 760 horsepower and an acceleration from 0 to 62 mph in 3.6 seconds
It is powered by two electric motors, one located on the front and the other one on the rear axle, for a total output of 764 horsepower (775 metric horsepower) and 590 pound-feet (800 Newton meters) of torque in an all-wheel drive setup. The E accelerates from 0 to 62 mph (0 to 100 kph) in 3.6 seconds.
AUDI promises China-specific and highly innovative driver assistance functions for a driving experience that is both relaxing and safe, regardless of the driving conditions. Automated parking will be part of the plan.
Photo: AUDI
A battery pack with a capacity of 100 kWh stores enough energy to make the car drive as far as 435 miles (700 kilometers), according to the very generous CLTC standard.
The Advanced Digitized Platform features an 800-volt architecture with super-fast charging. This means that the AUDI E would be able to charge enough for a drive of up to 230 miles (370 kilometers) in just 10 minutes, which is comparable to refilling the tank of an ICE-powered vehicle.
AUDI went for a minimalist yet striking design. The concept car sports prominent wheel arches, wrap-around lighting graphics at both ends and an elongated roofline, building up a sleek and aerodynamic silhouette.
The proportions credit the vehicle with a spacious cabin, prioritizing comfort and technology integration. AUDI describes the space as a connected oasis fit for the urban lifestyle of the Chinese megacities.
AUDI has come up with a high-tech cabin
A curved pillar-to-pillar 4K touchscreen provides the necessary driving information and controls the features of the AUDI OS infotainment system. It also integrates facial recognition, as well as touch, and voice controls.
Photo: AUDI
The AUDI Control is a touch-sensitive bar, located below the AUDI Assistance control in the center console. The system can be used to navigate any content on the large screen.
Illuminated wood and microfiber in a 3D lamella design cover the door panels. The AUDI logo also shows up on the steering wheel.
We have almost one year left before we get to see the first production model that the AUDI E concept car previews. Save the date
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