Audi’s latest venture in China has sparked a few laughs in the automotive world – the company has launched a sub-brand with the exact same name, only in all caps: AUDI. In a market as competitive and dynamic as China, where every detail counts, one might think this name choice is, at best, an odd decision. Audi and much of the VW Group has been extremely reliant on China over the last decade and is now struggling as Chinese taste change and local brands have started to become very competitive there. Behind this seemingly redundant name lies a deliberate strategy to signal that AUDI is a brand apart, designed exclusively for China, with a new identity and innovative features that set it apart from the traditional four-ring Audi badge. Will it work out for them? Only time will tell.
To make this new brand a reality, Audi has deepened its partnership with the Chinese state-owned automotive giant, SAIC. The collaboration allows AUDI to be both independently branded and tailored specifically to the Chinese market’s rapidly growing demand for premium, intelligent electric vehicles. Together, Audi and SAIC will launch a series of electric models over the next few years, beginning with a concept car called the AUDI E. With plans to release three models by 2025, the AUDI brand looks to capture a segment of the Chinese market with a distinct design and user experience, developed from the ground up to meet local preferences.
The AUDI E concept introduces this new identity through a sleek, futuristic design language that breaks from traditional Audi aesthetics. It’s a shooting brake with a Sportback silhouette that gives it a sporty yet refined profile. Designed to turn heads, the AUDI E showcases elements such as rooftop lidar, retractable hidden door handles, and an expansive rear spoiler. The illuminated AUDI logo, prominently visible from up to 120 meters, replaces the iconic four rings on the front of the vehicle, signaling the brand’s distinct identity and new design direction.
One of the most striking features of the AUDI E is its lighting design, incorporating clusters of triangles under the hood that create a mesmerizing lighting effect, complemented by similar patterns at the rear. This distinct approach sets the AUDI brand’s visual style, ensuring that it stands out from the crowd of EVs on Chinese roads. Inside, the car offers a spacious and digitally connected environment, centered around a continuous pillar-to-pillar display that merges digital mirrors and infotainment seamlessly. The interior design emphasizes comfort with home-like features, including ambient lighting and natural wood materials, creating an inviting, contemporary atmosphere.
Beyond aesthetics, the AUDI E packs an impressive technological punch. It runs on a newly developed AUDI OS, an operating system designed specifically for the Chinese market, with an extensive app ecosystem, personalized facial recognition, and an AI-driven Audi Voice Assistant. These smart systems bring a high level of customization and interaction to the driving experience, prioritizing ease of use and digital immersion. With a 100-kWh battery and advanced 800V architecture, the AUDI E offers an impressive range of over 700 km (though this is a CLTC rating), fast-charging capabilities that yield 370 km of range in just 10 minutes, and dual electric motors with Audi’s iconic quattro all-wheel drive. Together, these components enable the AUDI E to accelerate from 0 to 100 km/h in 3.6 seconds.
Audi’s global CEO, Gernot Dllner, has expressed confidence in the SAIC partnership, which he believes will drive technological innovation and product localization for China’s unique market. Audi-SAIC will be releasing three electric models, all tailored for Chinese consumers and featuring advanced driver-assistance functions suitable for both megacity navigation and open highway cruising. Future models in this AUDI lineup will include an SUV and a large sedan, building on the AUDI E’s promise of combining cutting-edge technology with a distinctly Chinese design.
In a sense, this new brand represents a bold step for Audi as it seeks to reimagine its approach to the world’s largest automotive market. With an entirely different aesthetic, advanced EV technology, and features tailored to local tastes, AUDI might seem like a familiar name, but it’s aiming to make a very different impression. Whether the unconventional name resonates with Chinese consumers remains to be seen, but the partnership with SAIC and the high ambitions behind the AUDI E concept suggest that this brand is ready to make its mark.
