AUDI Brand Debuts in China

Audi is breaking the mold with a bold new electric concept that goes beyond the familiar four-ring badge. Meet their high-performance EV brand, designed exclusively for China’s luxury market. Packing an impressive 764 horsepower, this sleek machine offers a jaw-dropping 435-mile range on a single charge. With its futuristic design, advanced tech, and a fresh identity that steps away from Audi’s traditional branding, this concept car isn’t just a glimpse of what’s to come—it’s a statement. The dawn of Audi’s new electric vision has arrived, and it’s redefining luxury in the world’s biggest car market.

Audi is stepping into a new era with the launch of its electric vehicle brand, exclusively for China, and it’s a bold move to win over the next generation of luxury buyers. Partnering once again with SAIC, Audi has dropped its iconic four-ring logo in favor of a fresh, minimalist approach—marking a clean break from its traditional identity. The new brand, simply named “AUDI,” aims to connect with China’s younger, tech-savvy crowd, a segment that’s hungry for more than just luxury—it wants innovation.

At the heart of the launch is the AUDI E Concept, a stunning electric estate that blends cutting-edge design with futuristic tech. With sleek lines and a spacious interior, it’s more than just a car; it’s a vision of what’s to come. This vehicle isn’t just a one-off, either. It’s the first step in a lineup that will soon include a sedan in 2026 and an SUV in 2027—both built specifically for the fast-growing Chinese market.

Audi’s re-entry into China’s electric vehicle scene is a direct response to the country’s fierce competition in the EV space. With a focus on “intelligent connected vehicles” that seamlessly integrate with China’s advanced digital infrastructure, Audi is positioning itself to reclaim its place as a trailblazer in the luxury automotive world. The stakes are high, but with a fresh identity and a sharp focus on the future, Audi is setting its sights on a new generation of Chinese drivers who demand both performance and innovation.

The AUDI E Concept is all about performance and convenience, combining impressive speed with long-range capability. Powered by a dual-motor system that delivers a thrilling 764 horsepower and 590 lb-ft of torque, it can accelerate from 0 to 62 mph in just 3.6 seconds—just like Audi’s high-performance models. Thanks to Audi’s quattro all-wheel-drive, power is evenly distributed to all four wheels, giving it exceptional traction and handling.

Built on a high-tech platform developed with Chinese partner SAIC, the AUDI E Concept features an 800-volt electrical system for ultra-fast charging. In just 10 minutes, it can regain over 230 miles (370 km) of range—almost like stopping for a quick fuel top-up. The 100-kWh battery provides an impressive estimated range of 435 miles on China’s CLTC cycle.

With its spacious cabin (4,870 mm long, 1,990 mm wide, and 1,460 mm high), the AUDI E Concept is designed for comfort, offering plenty of room for passengers. It also comes loaded with cutting-edge features, including four-wheel steering, adaptive air suspension, and advanced driver-assistance systems tailored for the Chinese market. All in all, it’s a glimpse of the future—where power, efficiency, and luxury come together in one stunning package.

The AUDI E Concept blends modern elegance with classic Audi styling, designed to appeal to the tastes of Chinese consumers while staying true to Audi’s heritage. Its exterior features smooth, clean lines and a bold front end, inspired by Audi’s iconic E-Legend EL1 and the legendary Audi Sport Quattro.

One standout detail is the distinct “loop” design, which integrates lighting, sensors for automated driving, and aerodynamic features, giving the car a powerful, futuristic look. The same lighting theme continues at the rear, creating a cohesive design across the car.

Inside, the cabin is a mix of comfort and cutting-edge tech. A stunning 4K pillar-to-pillar screen dominates the dashboard, with the outer displays acting as digital side mirrors. Below, a touchpad offers easy, intuitive navigation.

The materials used inside add to the car’s luxurious feel: white fabric, light wood, and ambient purple lighting create a soothing, airy atmosphere. The doors feature illuminated wood and microfiber trims with a modern, architectural design, blending natural materials with high-tech innovation for a truly refined experience.

The AUDI E Concept takes personalization to the next level with its advanced operating system, AUDI OS. It seamlessly blends digital and physical controls, giving you quick access to important information and a range of entertainment options through a built-in app ecosystem and a dedicated app store. Plus, facial recognition customizes the car’s settings to suit each driver’s preferences.

At the heart of the experience is the AUDI Assistant, an AI-powered avatar on the dashboard that responds to voice and touch commands. It even provides visual feedback, making it easy to interact with the car. Below the screen, the touch-sensitive AUDI Control Bar adjusts to fit the content displayed, adding a layer of flexibility.

With smartphone integration and personalized profiles, AUDI OS turns the cabin into a smart, responsive space, adapting to the needs of everyone inside. Whether you’re driving, relaxing, or using the car’s services, it’s designed to make the experience feel effortless and tailored just for you.

Audi is ramping up its electric vehicle (EV) strategy in China with a new partnership with SAIC, marking a major step in expanding its EV lineup tailored specifically for the Chinese market. Together, they are developing three new models, set to debut in the mid-size and full-size segments, starting in 2025. These cars will be built on a cutting-edge, jointly developed platform designed for the digital age.

As Audi CEO Gernot Döllner explains, “The automotive industry is undergoing the largest transformation in its history,” and Audi is determined to lead the charge in China’s fast-evolving EV market. This collaboration focuses on meeting the needs of China’s younger, tech-driven luxury buyers, who expect advanced connectivity and automation far beyond global standards.

Thanks to SAIC’s strong tech infrastructure and speed in development, Audi is able to cut time-to-market by over 30%. According to Fermín Soneira, the newly appointed CEO of Audi’s China division, “Our cooperation reflects the spirit of ‘the best of both worlds,’ combining the strengths of both companies in development, production, and sales.”

In short, this partnership isn’t just about building cars—it’s about reshaping the future of mobility for China’s next-generation consumers.