Audi is launching its first ‘new brand’ for electric vehicles in China, alongside the Audi E concept: AUDI – without the four rings logo but spelled in four capital letters – signals both the connection to and differentiation from the sister brand.
Based in and tailored for China, brand and car represent the best of both worlds – unmistakable Audi DNA meets China innovations. The AUDI E concept perfectly shows how an automobile can exceed Chinese users’ expectations.
Gernot Döllner, Audi CEO: “By launching this new brand for electric and intelligent models in China, Audi is breaking new ground to tap into new and more tech-savvy customer segments.”
The first premium car brand to enter the Chinese market back in 1988, Audi was a pioneer. As it launches its new brand AUDI in cooperation with SAIC, the company now underlines its claim to this role. AUDI is shaped 100-percent by the Audi DNA and embodies “Vorsprung durch Technik” in the era of electric intelligent connected vehicles. The AUDI E concept car was jointly developed by experts from both Germany and China. It offers a preview of three future production models to be introduced from mid-2025.
AUDI E concept
With a length of 4,870 mm, 1,990 mm in width and 1,460 mm in height, plus a wheelbase of 2,950 mm, the AUDI E concept is positioned as a fully electric Sportback. Thanks to the new Advanced Digitized Platform, the AUDI E concept comes with perfect proportions and a highly differentiated exterior design language. Inside, a spacious, stylish, and digitalized interior offers great practicality and a fully connected in-car experience.
The E concept also delivers Vorsprung durch Technik through clear figures: two electric motors, located on the front and rear axles, deliver a total power output 570 kW and 800 Nm. Together with signature Audi quattro four-wheel drive, this enables acceleration from 0-100 km/h in 3.6 seconds. The vehicle also drives like a real Audi in terms of comfort as well as dynamics. In addition, the AUDI E concept has adopted China-specific and highly innovative driver assistance functions. They offer a driving experience that is equally relaxing and safe – be it on highways, in dense megacity traffic, and even when using automated parking.
The concept car is equipped with a 100-kWh battery, enabling a range of 700 km measured in accordance with CLTC when fully charged. The Advanced Digitized Platform also boasts an innovative 800-volt architecture with super-fast charging: just 10 minutes of rapid charging are enough for more than 370 km of range – meaning charging is as quick and convenient as refueling a conventional automobile.
Designed to be distinguished: the exterior
Audi design – tailored for Chinese customers: the concept car’s exterior design is minimalist and calm but still striking, thanks to smooth round wheel arches and confident wrap-around lighting graphics at both ends. The Sportback silhouette has a flat, elongated roofline and appears dynamic while offering plenty of interior space.
The front and rear design of the Audi E concept is radically new, iconic, and characterful. It combines minimalism in design features with maximalism in functionality. In both areas, a black loop incorporates all functional areas. Lamps, sensors, and aerodynamic elements are combined into one central area.
Interior design
Many experts who worked on the concept vehicle have been at the Beijing Design Studio for years. As a result, they have developed a deep understanding of traditional aesthetic codes in China as well as of Chinese customers’ wishes.
The interior design team prioritized the combination of the comfort the brand is known for and seamless integration of technology. Users thus experience the AUDI E concept a stylish, comfortable, and connected oasis fit for the urban lifestyle in China’s megacities.
The center console offers open storage space for two phones. The curved pillar-to-pillar 4K touch display offers a new dimension of intuitively accessible information. The digital exterior mirrors are integrated into this display.
The doors integrate illuminated wood and microfiber in a three-dimensional lamella design – an innovation inspired by modern architecture. It creates a fascinating union of natural materials and present technology.
Digital systems and connectivity
The Audi E concept’s operating system AUDI OS represents a completely new way of interaction – smartly curated to the customer and their requirements.
The result is a digital and physical stage tailored to all passengers in the car. Especially during digital interactions, all crucial information is positioned and presented on the top-level menu.
A rich entertainment and app ecosystem with a store for apps and individualized via facial recognition offers many smart solutions in the car. The smartphone interface allows seamless integration of the users’ personal device.
