Audi introduces new electric car brand for China with unexpected moniker

ABU DHABI: Audi has come up with a China-specific electric car brand that targets younger customers, named AUDI. The brand has been developed in collaboration with SAIC, featuring a range of EVs.

The automaker has also introduced a new logo with a unique twist: it opts for "AUDI" in all caps, replacing the iconic four-ring emblem. 

Under the AUDI venture, Audi has not yet announced its first model but recently revealed the AUDI E Concept electric station wagon in Shanghai. It is expected that the AUDI E wagon’s production will start in 2025, followed by an SUV in 2027 and a saloon in 2026.

Audi CEO Gernot Döllner said that this move has been taken to attract the tech-savvy customers of China, seeking automated driving and advanced connectivity. The rebrand comes after less than 10,000 vehicles were sold in the first half of 2024 by Audi in China.

The AUDI E concept previews three full and mid-sized models that are expected to be launched in 2025. Audi collaborated with SAIC Motors, appointing Fermín Soneira, former electric models head as CEO of the new team. The partnership led to an Advanced Digitized Platform’s development for the E concept with 800-volt architecture.

The AUDI E Concept comes with a dual-electric motor drivetrain with 800Nm and 570kW, allowing it to achieve a 0-100 km/h sprint in just 3.6 seconds. It is equipped with a 100kWh battery with around 700km of claimed range (CLTC).

The AUDI E station wagon measures 1460 mm in height, 1990 mm in width and 4870 mm in length, a bit larger in comparison to the Audi A4 allroad.

While focused on boosting the sales of EVs in China, global EV plans of Audi have been pushed back and now a full electric lineup will take much longer than expected. For future models, Audi will now focus on plug-in hybrid powertrains.

CEO Gernot Döllner said Audi recognizes plug-in hybrids as an important technology but will take more time than anticipated for a complete shift to electrification.

Also read: New Mercedes-AMG super electric SUV in the works