Audi is setting a fresh course for the future in China with the launch of AUDI—a distinct, capital-lettered brand that departs from the iconic four rings logo.
Designed specifically for Chinese customers, AUDI, led by the AUDI E concept, integrates core Audi DNA with innovations unique to China, creating a tailored experience for tech-savvy users. “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.
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AUDI, developed with local partner SAIC, reaffirms Audi’s pioneering role in China since 1988. This brand brings “Vorsprung durch Technik” into the era of electric, connected vehicles.
The AUDI E concept, jointly developed by German and Chinese experts, previews three new models set for release from 2025. Focused on China’s premium customers—who are younger and expect advanced technology and connectivity—AUDI aims to deliver an elevated, intelligent driving experience.
Led by Fermín Soneira, former Head of Product Line for Electric Models at Audi, the AUDI-SAIC partnership blends Audi’s expertise in premium design with SAIC’s local market insights and innovation speed. Their collaboration has produced the Advanced Digitized Platform, which enhances Audi’s electric portfolio and accelerates its market entry by over 30%, with the first model debuting in 2025.
The AUDI E concept stands as a fully electric Sportback, featuring a sleek design and an advanced 800-volt system that allows rapid charging—10 minutes for 370 km of range. The vehicle includes two electric motors and Audi’s quattro all-wheel drive, delivering 570 kW of power and acceleration from 0-100 km/h in 3.6 seconds. Its 100-kWh battery provides a 700 km range on a full charge (CLTC).
Tailored for Chinese tastes, the exterior design is minimalist with rounded wheel arches and distinct lighting, while the spacious, connected interior is crafted with illuminated wood, microfiber accents, and open storage.
A 4K display stretches across the console, integrating digital mirrors and tailored interfaces for seamless control. The AUDI Assistant, an AI avatar with touch and voice control, interacts intuitively, while AUDI OS offers a tailored app ecosystem and smartphone integration, creating a fully immersive experience.
With this launch, Audi aims to reinforce its presence in the world’s largest auto market, catering specifically to China’s modern, tech-forward clientele.
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