Audi has unveiled a new electric vehicle (EV) brand in China, aimed specifically at attracting young, tech-savvy drivers. In a bold departure from tradition, the new EVs will feature only the name “AUDI” in capital letters, omitting the iconic four-ring logo. This move reflects Audi’s strategy to establish a distinct identity in the world’s largest auto market and connect with modern consumers.
To develop this new line of EVs, Audi is partnering with Chinese automaker SAIC. This collaboration is part of a broader effort by both companies to expand their presence in China, where local and international automakers are facing strong competition from EV-focused brands. The first model from this joint venture is expected to launch by mid-2025, marking a crucial step in Audi’s efforts to regain momentum in the Chinese market.
Audi CEO Gernot Döllner commented, “The automotive industry is undergoing the largest transformation in its history. Through our partnerships in China, we are playing a key role in shaping this transformation.”
The new brand specifically targets China’s younger, digitally connected consumers, who are much younger than the global premium market’s typical buyers. While Audi’s average premium customer globally is around 55 years old, Chinese buyers in this segment tend to be between 30 and 35 years old. This shift acknowledges the evolving needs and expectations of a younger, tech-oriented demographic.
Audi introduced the first model under the new brand, the AUDI E concept, at an event in Shanghai. This fully electric sportback is designed to appeal to China’s urban young professionals, offering high-tech features and intelligent driving solutions tailored to their preferences for premium, connected vehicles.
The AUDI E concept comes equipped with a range of advanced driver-assistance systems designed to enhance safety and ease of use in both urban and highway environments. It features a powerful 100-kWh battery, offering a driving range of up to 700 km on a full charge. Additionally, the vehicle supports rapid-charging capabilities, providing over 370 km of range with just 10 minutes of charging—ideal for the needs of busy city drivers.
Powered by two electric motors—one on each axle—the AUDI E concept delivers a combined output of 570 kW and 800 Nm of torque. This setup allows the car to accelerate from 0 to 100 km/h in just 3.6 seconds, while Audi’s quattro all-wheel-drive system ensures stable and dynamic performance.
The new Audi OS operating system offers a fully integrated digital experience tailored to individual needs. It supports seamless in-car connectivity and a curated app ecosystem, designed to enhance the driving experience. An AI-driven AUDI Assistant provides interactive touch and voice controls, adding a responsive layer of digital convenience.
The AUDI E concept’s exterior is characterised by a streamlined and minimalist design that appeals to Chinese tastes. Its sportback silhouette offers a dynamic profile with smooth, rounded wheel arches and distinctive lighting accents. Designed to be stylish yet functional, the exterior reflects Audi’s commitment to blending aesthetics with practicality for the Chinese market.
Inside, the AUDI E concept blends comfort with cutting-edge technology. A 4K curved touchscreen display stretches across the width of the cabin, offering intuitive access to key information. The interior features a sophisticated design, with illuminated wood and microfiber accents inspired by modern architecture, creating an elegant space tailored to the preferences of urban Chinese drivers.
This initiative underscores Audi’s growth strategy in China. Through its partnership with SAIC, Audi aims to accelerate its transition in the Chinese market, expanding its lineup of premium electric vehicles to cater to a younger, more tech-savvy customer base. This venture highlights Audi’s commitment to meeting China’s evolving demands for high-tech, sustainable vehicles.
