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1 / 10Audi’s New Brand Launch: Audi has launched a new electric vehicle (EV) brand in China with a specific goal: to attract young, tech-oriented drivers. In a bold move, these new EVs will display only the name “AUDI” in capital letters, forgoing the brand’s iconic four-ring logo. This fresh approach reflects Audi’s effort to make a unique identity in the world’s largest auto market, signalling a break from tradition to connect with modern consumers.
2 / 10Strategic Partnership with SAIC: Audi is partnering with the Chinese automaker SAIC to develop this new line of EVs tailored for China. The collaboration builds on a joint commitment by both companies to capture a larger share of the Chinese market, where homegrown and international automakers have been challenged by strong EV-focused competitors. The first model from this joint project is expected to hit the market by mid-2025, making it a key step in Audi’s strategy to regain traction in China.
3 / 10Targeting Young Chinese Buyers: Audi’s new EV brand specifically targets young consumers in China, who, on average, are significantly younger than the global premium market’s customers. Chinese buyers in this segment are around 30 to 35 years old, while Audi’s average premium customer age globally is around 55. This brand approach recognises the distinct needs and expectations of a younger, tech-savvy demographic.
4 / 10AUDI E Concept Unveiled: Audi introduced the AUDI E concept, the first model under the new brand, at an event in Shanghai. The fully electric sportback has been designed to resonate with the high-tech preferences of China’s urban young professionals, aiming to meet their expectations for high-end, intelligent driving solutions.
5 / 10Advanced Driver Assistance and Range: The AUDI E concept includes an array of advanced driver-assistance systems designed to support safety and ease of use in both urban and highway settings. The vehicle houses a robust 100-kWh battery, which enables a driving range of up to 700 km when fully charged. The model also features rapid-charging capabilities, providing more than 370 km of range with just 10 minutes of charge time, making it convenient for busy city drivers.
6 / 10Power and Performance: The AUDI E concept is powered by two electric motors placed on the front and rear axles, together delivering a total power output of 570 kW and 800 Nm of torque. This setup enables the car to accelerate from 0-100 km/h in only 3.6 seconds, leveraging Audi’s quattro four-wheel-drive system for stable and dynamic performance.
7 / 10Digital Experience and Personalisation: The new Audi OS operating system offers a fully integrated digital experience tailored to individual needs. It supports seamless in-car connectivity and a curated app ecosystem, designed to enhance the driving experience. An AI-driven AUDI Assistant provides interactive touch and voice controls, adding a responsive layer of digital convenience.
8 / 10Exterior Design for Chinese Market: The AUDI E concept’s exterior is characterised by a streamlined and minimalist design that appeals to Chinese tastes. Its sportback silhouette offers a dynamic profile with smooth, rounded wheel arches and distinctive lighting accents. Designed to be stylish yet functional, the exterior reflects Audi’s commitment to blending aesthetics with practicality for the Chinese market.
9 / 10Tech-Infused Interior: Inside, the AUDI E concept combines comfort with advanced technology. A 4K curved touch display spans the width of the cabin, providing intuitive access to information. The cabin design includes illuminated wood and microfiber accents inspired by modern architecture, creating a sophisticated environment that meets the needs of urban Chinese drivers.
10 / 10Audi’s Vision for Chinese Market: This move underlines Audi’s strategy for growth in China. By partnering with SAIC, Audi aims to speed up its transition in the Chinese market, expanding its portfolio of premium electric vehicles for a younger, more tech-focused customer base. This venture signals Audi’s commitment to meet China’s evolving expectations for high-tech and sustainable vehicles.
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