Audi deepens its partnership with SAIC by launching a new brand without the classic “Four Rings”, named AUDI. The concept car for the new brand was revealed at the AUDI launch event, tentatively named the AUDI E. Over the next three years, Audi plans on developing three pure electric models with SAIC based on a new advanced digitized platform.
The new brand AUDI is positioned at the same level as the traditional four-ring Audi brand, but operates as an independent entity. AUDI models will be built exclusively for China, taking into account the local needs and market preferences. The brand’s first model is set to launch summer of 2025.
More on the AUDI E
The concept AUDI E has a shooting brake wagon-style design, featuring a rooftop lidar, retractable hidden door handles, and a large rear spoiler. The new brand features a new design language different from traditional Audi vehicles. The headlights are hidden slightly under the hood of the car and use clusters of triangular shapes to create dynamic lighting effects. The rear lights follow a similar approach.
The unified visual element is the illuminated “AUDI” logo, which is highly visible from up to 120 meters away.
Inside, the car has a large, continuous pillar-to-pillar display. The digital exterior mirrors are integrated into this display. The interior is styled with a home-like aesthetic, using substantial wood materials on doors and ambient lighting, unique from other Audi vehicles. The center console offers open storage space for two phones.
Given Chinese market focus, intelligence is a key focus for AUDI. The AUDI E will be equipped with AUDI OS, a new operating system developed specially for this brand. The vehicle will have a rich app ecosystem and individualized facial recognition. Audi Voice Assistant will be a central element to the vehicle’s user interface. While specific technological advancements remain undisclosed, the vehicle is expected to deliver intelligent driving features, leveraging SAIC’s strengths and its NEV expertise.
AUDI E Power-train
The AUDI E concept car measures at 4,870/1,990/1,460 mm, with a 2,950 mm wheelbase. It is powered by a 100 kWh ternary lithium battery, 800V architecture, offering a CLTC range of over 700 km. The vehicle has dual motors (front and rear) and is marketed as a Quattro model. Official figures state a 0-100 km/h acceleration time of 3.6 seconds. Additionally, it features progressive front-wheel steering, all-wheel steering, and air suspension.
Audi’s global CEO, Gernot Dllner, disclosed that the first model from the Audi-SAIC intelligent electric vehicle project will begin production in the coming weeks. As per the project’s framework, Audi-SAIC will introduce three fully electric models. “These three products are part of the cooperation agreement between Audi and SAIC, and both parties are now discussing future collaboration plans,” said Dllner. Future models from Audi directly will be localized through Audi’s other Chinese partner FAW-Audi.
The current car on display is still a concept model. Production and delivery are expected by 2025, with a development timeline of around 18 months, a significant improvement from the typical 3-year development timeline in the auto industry. In the future, the AUDI brand plans to launch an SUV and a large sedan.
Sources: Autohome, ITHome
