Audi Launches A New Electric Car Brand In China With A Surprising Name

Key Highlights

• Audi introduces a China-specific brand, “AUDI,” created with SAIC Motors, focusing on younger, tech-savvy customers.

• The new brand features “AUDI” in all caps, replacing the traditional four-ring logo.

• The AUDI E Concept station wagon, an electric model with advanced technology, was revealed in Shanghai.

• Production of the AUDI E wagon is set for 2025, with a sedan expected in 2026 and an SUV by 2027.

• AUDI E Concept offers dual electric motors with 800Nm torque, 570kW power, 100kWh battery, and 700km CLTC range.

Audi has created a new electric car brand specifically for China, aimed at younger customers. Named AUDI, the brand is developed in partnership with SAIC and offers a lineup of EVs.

The automaker has also unveiled a new logo with a distinct touch: it uses "AUDI" in all capital letters, instead of the classic four-ring symbol.

Under the new AUDI brand, Audi has yet to announce its first production model but recently showcased the AUDI E Concept, an electric station wagon, at the Shanghai event. Production of the AUDI E wagon is anticipated to begin in 2025, with an SUV planned for 2027 and a sedan in 2026.

Audi CEO Gernot Döllner noted this shift aims to appeal to China’s tech-savvy customers who prioritize autonomous driving and advanced connectivity. This rebranding comes as Audi’s sales in China totaled fewer than 10,000 units in the first half of 2024.

The AUDI E concept offers a glimpse of three mid- and full-sized models slated for a 2025 release. Audi has partnered with SAIC Motors for this venture, appointing Fermín Soneira, former head of electric models, as the CEO of the new team. This collaboration has led to the creation of an Advanced Digitized Platform for the E concept, featuring 800-volt architecture.

While prioritizing EV sales growth in China, Audi's global electric vehicle plans have been delayed, meaning a fully electric lineup will take longer than originally anticipated. For upcoming models, Audi will shift focus to plug-in hybrid powertrains. CEO Gernot Döllner stated that Audi sees plug-in hybrids as a valuable technology but will need additional time to fully transition to electric vehicles.

Verdict

Audi’s introduction of the AUDI brand in China marks a strategic shift aimed at appealing to younger, tech-savvy customers in a highly competitive EV market. Partnering with SAIC, the AUDI brand is set to deliver a range of advanced electric models, starting with the AUDI E Concept.

However, on a global scale, Audi is refocusing on plug-in hybrids as it re-evaluates its full electrification timeline, acknowledging that a complete transition to an all-electric lineup will require more time than initially planned.

Also Read: Mercedes-AMG Is Developing A New High-performance Electric SUV