► Audi establishes new brand in China
► Premium EVs designed purely for Chinese customers
► Audi E Concept previews 2025 production car
Audi is launching a new brand in China and is calling it AUDI. Yes, you read that correctly.
Announced in Shanghai today, Audi is establishing a new joint venture with SAIC that aims to bring new premium electric cars to Chinese customers, who are generally younger and more tech-savvy than customers in the rest of the world, it says.
The confirmation came as Audi revealed the ‘AUDI E concept’ – how on earth did they come up with such a complex name, I know – as a stylish electric GT car. The difference between an Audi and an AUDI being the caps lock and the fact you won’t see the brand’s signature four-rings emblem appearing anywhere.
The new concept was developed in both Germany and China, and previews three new electric cars set to launch from mid-2025.
According to AUDI’s statement, Audi brings ‘know-how in premium products, design, development and engineering’ while SAIC brings its ‘speed-to-market, local insight and an established technology ecosystem’ that’s needed to succeed in the country.
Audi chief executive Gernot Döllner said: “The joint platform will be the basis for a new generation of state-of-the-art intelligent connected vehicles exclusive to China. The upcoming models are aimed at a promising and simultaneously demanding new customer segment.
“The cooperation will further expand the Audi portfolio of battery electric vehicles (BEV) in China and accelerate the company’s transformation in the world’s largest market.”
The first three electric cars will be in the mid and full-size segment, with SAIC’s help reducing the time it takes to bring a car to market by 30 per cent, the firm says. An electric SUV is also in the pipeline.
The striking AUDI E Concept is a low-slung hatchback-cross-estate with a rather different design to everything Audi currently sells. Labelled as a ‘Sportback’, it packs two electric motors producing 764bhp and 590lb ft of torque, enabling a 3.6-second 0-62mph time. A large 100kWh battery also boasts a claimed 435-mile range on China’s CLTC testing cycle.
Audi has tailored all aspects of its AUDI for Chinese customers, including a more minimalist design than its German products, as well as more advanced driver assistance features that customers demand.
Audis, as well as AUDIs, are likely to be sold alongside each other in China, though the firm is yet to give specifics as to how the partnership will work next to its existing products.