Audi has launched a new electric vehicle (EV) sub-brand in China as part of an expanded joint venture with long-time partner SAIC Motor. Simply called AUDI – without the four rings logo but spelled in four capital letters – the new brand will be based in China and is said to “represent the best of both worlds” by combining Audi DNA and China innovations.
To go along with the announcement, the AUDI E concept was also presented. Labelled as a fully electric Sportback but appearing more like a sleek wagon, the concept is built on the new Advanced Digitised Platform jointly developed by the partners.
The EV comes equipped with a 100-kWh battery which provides up to 700 km of range following China’s highly generous CLTC standard and supports super-fast charging. Thanks to an 800V electrical architecture, 370 km of range can be recovered with just 10 minutes of being plugged in.
Power from the battery is sent to two electric motors, one each on the front and rear axles for all-wheel drive. The system is rated at 775 PS (764 hp or 570 kW) and 800 Nm of torque, with the 0-100 km/h sprint taking just 3.6 seconds.
Audi, sorry, AUDI, adds that the E concept adopts China-specific driver assistance functions, which it says “offer a driving experience that is equally relaxing and safe – be it on highways, in dense megacity traffic and even when using automated parking.”
Measuring 4,870 mm long, 1,990 mm wide, 1,460 mm tall and with a wheelbase of 2,950 mm, the E concept is a relatively large vehicle. The design is described as “minimalist and calm but still striking,” with standout cues being smooth round wheel arches, full-width lighting front and rear, flush door handles as well as a gently sloping, elongated roof.
As for the interior, the star of the show is the curved 4K touch display that spans the entire dashboard and has separate screens for the instrument cluster, infotainment as well as the video feed from the digital side mirrors.
The AUDI OS operating system powers many of functions, including the AUDI Assistant, an app ecosystem, media playback and more. On the centre console, which offers storage for two phones, there’s the AUDI Control, a touch sensitive bar that can be used to navigate any content on the large screen and adapt contextually to any function being interacted with.
The AUDI line-up will initially feature three production models set to be introduced from mid-2025, and the E concept serves as a preview for what to expect from the new brand. “The automotive industry is undergoing the largest transformation in its history. With our partnerships in China, we are playing a decisive role in this transformation,” said Audi CEO Gernot Döllner.
“At the same time, Chinese premium customers are different from their international counterparts and have different expectations: they are younger than in the rest of the world. They are more tech-savvy. They expect leading connectivity as well as automated driving and, more importantly, an exciting, unmistakable experience in an interior that is both familiar and surprising,” he added.
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Bodoh, eh i mean BODOH. Same brand but different font and without a logo. Very original. I taught EU is going all out on EV in the mid-long term? So why come out with so called another brand? Cannot create a sub-brand ke like Geely is to Zeekr and Lynk & Co.
the concept looks just like any other chinese car. no identity
Looks isn’t everything
Audi got china copy now, but official copy lol
audi has no choice now instead of following the trend. volkswagen going to bankruptcy, factory closed. but, cant they design proper third brake btw?
Time for perodua to launch PERODUA
Time for Rot Roti to launch Your ahma ah pong roti.
Audi soya bean flavor
Funny ah looking car
MB is making a China only C-Class that sells for ¥200,000 or RM122k. Love or hate China cars, competition is great for consumers.
Meanwhile a kosong spec C-Class costs RM296,888 in Malaysia and we have a sizeable “tiongkok this tiongkok that” crowd on paultan.org