On Thursday, Audi unveiled a distinct brand named AUDI (in all caps and without the iconic four-ring emblem) in China, aimed at delivering electric vehicles specifically designed for the local market.
To commemorate the launch of the AUDI brand and offer a glimpse into the future, Audi introduced the E concept, an elegant wagon derived from a platform co-developed with the Chinese automotive giant SAIC.
AUDI E concept
Audi’s entry into the Chinese market dates back to 1988, and the brand was once among the most sought-after, known for its line of gasoline-powered vehicles. However, the company has faced challenges in penetrating China’s booming electric vehicle sector and, in 2023, sought assistance from SAIC. Likewise, Volkswagen, another brand under the Volkswagen Group, is collaborating with Xpeng in China to create models tailored for that market.
The AUDI E concept is built on a collaboratively designed platform known as the Advanced Digitized Platform. At least three models are in the works based on this platform, with the first expected to launch around mid-2025. Audi stated that these vehicles will be exclusive to the Chinese market.
Measuring just under 192 inches in length, the E concept is a few inches shorter than the new Audi A6 E-Tron. It features a dual-motor all-wheel-drive system with a maximum output of 764 hp, powered by a 100-kwh battery. The integration of an 800-volt electrical system enables rapid charging capabilities with a DC fast charger.
Performance specs claim a 0-62 mph acceleration time of 3.6 seconds and an estimated range of 435 miles based on China’s CLTC cycle. A lower figure is likely when using the more stringent EPA cycle.
Audi noted that the average Audi consumer in China is considerably younger compared to other global markets and displays a higher proficiency with technology, especially regarding connectivity and automated driving enhancements. Differing exterior and interior design preferences are also evident, which is reflected in the concept’s minimalist aesthetics.
Partnering with SAIC allows Audi to accelerate vehicle development timelines by 30%. A key contribution from SAIC is its established technology ecosystem, which future AUDI customers will interact with through a new brand-centric operating system. This AUDI OS will seamlessly integrate with users’ smartphones, featuring its own app store and personalized interactions through facial recognition. Additionally, it will come equipped with an AI-driven AUDI Assistant designed to respond to voice commands.
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