Audi launches China-focused EV brand with debut of E concept

Audi launches AUDI EV brand in China
AUDI EVs developed in partnership with China's SAIC
First AUDI EV due in mid-2025

Audi on Thursday launched the standalone brand AUDI (all caps, and minus the four-ring logo) in China to deliver electric vehicles tailored specifically for that market.

To mark the launch of the AUDI brand and provide a taste of what's to come, Audi on Thursday rolled out the E concept, a svelte wagon based on a platform developed in partnership with Chinese auto giant SAIC.

AUDI E concept

Audi first entered the Chinese market in 1988 and was one of the most popular brands only a few years ago, selling its range of gas-powered cars. However, Audi has struggled to crack China's rapidly growing EV segment and in 2023 turned to SAIC for help. Similarly, fellow Volkswagen Group brand Volkswagen is working with China's Xpeng to develop models tailored to Chinese market.

The AUDI E concept is based on a jointly developed platform called the Advanced Digitized Platform. At least three vehicles are being developed on the platform and the first is due around mid-2025. Audi said vehicles based on the new platform will be exclusive to China.

AUDI E concept

The E concept measures just under 192 inches long, making it a couple of inches shorter than the new Audi A6 E-Tron. Power comes from a dual-motor, all-wheel-drive system rated at a maximum 764 hp, and those motors draw their energy from a 100-kwh battery. An 800-volt electrical system means rapid charging will be possible using a DC fast-charger.

Claimed performance includes a 0-62 mph time of 3.6 seconds and a range of 435 miles on China's CLTC cycle. A lower figure would likely result using the stricter EPA cycle.

AUDI E concept

According to Audi, the average Audi customer in China is much younger than in the rest of the world and more tech-savvy, particularly when it comes to connectivity and automated driving technology. Exterior and interior design tastes are also different, and this is reflected by the more minimalist styling used on the concept.

Audi said by working with SAIC, it can speed up the development of a new vehicle by 30%. One of the main areas where SAIC has helped is with an established technology ecosystem that future customers of AUDI will be able to interact with via a new brand-specific operating system. This new AUDI OS will be fully integrated with a user's smartphone and feature its own app store and individualized interaction via facial recognition. It will also have an AI-powered AUDI Assistant that will react to voice controls.