Audi Unveils New Brand And Concept EV For China With 700 KM Of Range
Audi’s New “AUDI” Brand And The High-Performance AUDI E Concept To Tap Into The Chinese EV Market In Partnership With SAIC
In a new strategic move, Audi has unveiled a new strategy for the Chinese market, launching a new brand called “AUDI” alongside an innovative concept electric vehicle (EV).
With a departure from Audi’s traditional approach by replacing the iconic four-ring logo with the AUDI name spelled in capital letters, the new AUDI E concept, developed in partnership with Chinese automotive giant SAIC, showcases impressive specifications that directly target the competitive Chinese EV market.
AUDI E Concept: Power and Performance
According to Audi, the AUDI E delivers 570 kW (764 horsepower) from its dual-motor setup, delivering a 0 to 60 mph time of 3.6 seconds. With a 100-kWh battery, the EV promises a range of 700 km (435 miles) on China’s CLTC testing cycle and features advanced 800-volt architecture enabling 370 km (229 miles) of range from just 10 minutes of charging.
The concept EV, measuring 4,870mm in length, represents a fresh design direction for the brand. Its minimalist exterior combines smooth wheel arches and wrap-around lighting graphics, while the interior features a pillar-to-pillar 4K curved display and innovative touches like illuminated wood and microfiber accents inspired by modern architecture.
Innovative Technology with AUDI OS
Developed on the new Advanced Digitized Platform, a joint venture between Audi and SAIC, the concept previews three upcoming production models scheduled to launch from mid-2025. The collaboration aims to reduce development time by over 30%, combining Audi’s premium expertise with SAIC’s local market knowledge and innovation capabilities.
The AUDI E concept also introduces AUDI OS, a new operating system featuring AI-powered assistance, facial recognition, and a sophisticated app ecosystem designed to meet Chinese consumers’ expectations for connected technology and digital integration.
A Strong Focus on the Chinese Market
This strategic move builds on Audi’s long history in China, where it became the first premium car brand to enter the market in 1988. The new AUDI brand emphasizes the company’s commitment to adapting to local preferences while maintaining its “Vorsprung durch Technik” philosophy in the era of electric and connected vehicles.
“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,” stated Audi CEO Gernot Döllner.
Furthermore, the initiative represents Audi’s largest transformation effort in China to date, targeting a younger, more tech-savvy premium customer base with different expectations from their international counterparts.
With Audi’s bold move to launch a new brand and the AUDI E concept in China, it highlights the company’s goal to embracing local market demands and staying ahead in the competitive EV landscape while paving the way for the company’s continued success in China as it adapts to the fast-evolving EV market.
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