Audi has launched its first new brand in 36 years in China: AUDI, a luxury electric vehicle marque developed in collaboration with SAIC. Officially unveiled on November 7, the brand introduces the AUDI E Concept, departing from Audi’s iconic four-ring logo to adopt distinct branding emphasizing innovation and youth-oriented appeal.
At the Guangzhou International Motor Show on November 15, AUDI showcased the E Concept alongside the Audi Q6L e-tron, Q6L Sportback e-tron, and A5L Limousine, signaling its intent to dominate the electric luxury segment. This move aligns with broader industry trends, as automotive giants leverage smart electric vehicle brands to explore innovative technologies and operational models.
The AUDI brand is designed specifically for the Chinese market, with responsibilities split between Audi and SAIC. Audi handles traditional automotive expertise, such as design and chassis mechanics, while SAIC focuses on cutting-edge innovations in electronics, intelligent cockpits, and autonomous driving. This collaboration accelerates product development and minimizes risks associated with transitioning to electrification.
Scheduled for a 2025 launch, the first AUDI production model will feature 800V architecture, dual-motor all-wheel drive, a combined power of 570 kW, and a CLTC range exceeding 700 kilometers. Its rapid-charging capability adds 370 kilometers in just 10 minutes, setting a new standard for EV performance and competitiveness.
China’s electric vehicle market has become a hub of rapid innovation, where domestic brands dominate with competitive pricing and intelligent features. For global automakers like Audi, partnerships with local firms such as SAIC are critical to navigating the market’s high-speed evolution. AUDI benefits from SAIC’s established capabilities, enabling swift product deployment and integration of advanced technologies.
Audi’s electrification journey began with the e-tron in 2018 but faced challenges such as high pricing and limited range. The brand recalibrated its strategy in 2021, emphasizing electrification, sustainability, and digital ecosystems. The AUDI initiative represents a pragmatic response to these challenges, ensuring access to China’s advanced EV technology and supply chain resources.
Software technology now defines EV competitiveness, with China offering abundant engineering talent. Companies like Volkswagen have sought local partnerships to stay ahead, sending engineers to collaborate with Chinese firms like XPENG. For Audi, the AUDI brand bridges gaps in its electrification efforts, ensuring rapid development and alignment with local market demands.
The AUDI brand will operate on an Advanced Digitised Platform developed with SAIC, underpinning three B- and C-segment pure electric models. Unlike traditional approaches focused on mass production, this partnership assigns key roles—such as digital intelligence and platform development—to SAIC, while Audi retains control over design and quality.
In China’s dynamic EV landscape, new models are developed in as little as 18–24 months, compared to the global average of 40 months. Leveraging SAIC’s industrial ecosystem, AUDI integrates innovations like 800V fast-charging technology, which supports 370 km of range in 10 minutes—a capability now standard in China.
Rapid advancements have also transformed plug-in hybrids, with models achieving over 200 km of pure electric range. By collaborating with SAIC, AUDI stays ahead of these trends, ensuring products meet consumer expectations for cost, performance, and technology.
Audi’s dual-brand approach combines its legacy models with the new AUDI brand to solidify its position in China’s competitive market. For instance, Audi will produce models based on the PPE platform, while AUDI, backed by SAIC’s technological expertise, will focus on design, engineering, and supply chain management under Audi’s quality standards.
The AUDI E Concept reflects this synergy, with its minimalist exterior, integrated roof design, and innovative interior featuring a large connected screen. Fermín Soneira, CEO of the Audi-Shanghai Automotive Works program, emphasized the brand’s goal to exceed customer expectations by blending Audi’s expertise with local innovation.
AUDI’s adoption of direct-to-consumer models, supported by intelligent systems for customer engagement, further aligns with evolving market dynamics. This approach ensures AUDI’s competitiveness in China, reinforcing its role as a key player in the rapidly growing EV market.
Source: audi, electrive
