Audi has announced a bold transformation of its presence in China with the introduction of a new standalone brand identity without its iconic four rings, “AUDI”. The strategic shift, unveiled at a landmark presentation in Shanghai, demonstrates the German automaker’s commitment to capturing China’s evolving premium market.
“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 Audi CEO Gernot Döllner, underscoring the company’s ambitious vision for the world’s largest automotive market.
The centerpiece of this transformation, the AUDI E concept, showcases cutting-edge technology and performance metrics that position it at the forefront of electric mobility. This Sportback model boasts impressive dimensions – 4,870 mm in length, 1,990 mm in width and 1,460 mm in height – with a substantial 2,950 mm wheelbase that promises generous interior space.
Beneath its sleek exterior, the E Concept delivers remarkable performance: dual electric motors generate a combined output of 570 kW and 800 Nm of torque, enabling acceleration from 0-60 mph in just 3.6 seconds. The 100-kWh battery provides a CLTC-rated range of 700 kilometers, while the innovative 800-volt architecture enables ultra-rapid charging – adding 370 kilometers of range in just 10 minutes.
The partnership between Audi and SAIC Motors represents a strategic alliance that combines German engineering excellence with Chinese market expertise. Fermín Soneira, who has been appointed CEO of this joint venture, brings 25 years of experience from the Volkswagen Group. “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 Soneira.
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The interior design prioritizes technological integration while maintaining premium comfort. A curved, pillar-to-pillar 4K touch display dominates the dashboard, complemented by the AUDI Assistant, an AI avatar offering intuitive touch and voice controls. The cabin features innovative elements such as illuminated wood and microfiber in a three-dimensional lamella design inspired by contemporary architecture.
This strategic move comes at a crucial time, as Audi sold fewer than 10,000 vehicles in China in the first half of 2024. The company plans to launch three new battery-electric vehicles in the mid-size and full-size segments from mid-2025, with the new collaboration model reducing development time by more than 30%.
The minimalist exterior design language maintains Audi’s premium character while incorporating distinctive elements for the Chinese market. The black loop concept at both ends integrates lighting, sensors and aerodynamic elements into a cohesive whole, creating a striking visual signature.