Audi is making a bold move in the Chinese market with the launch of a new electric sub-brand called AUDI. This new brand, which deviates from the iconic “four rings” logo, aims to establish a distinct identity while still reflecting Audi’s signature design language.
The AUDI E concept, the first vehicle to debut under this new brand, is a testament to Audi’s commitment to innovation. Co-developed with Chinese auto giant SAIC, this electric wagon boasts impressive specs, including a length of 4.8 meters, two electric motors generating 570 kW (~765 hp), and 800 Nm (590 lb-ft) of torque. With Audi’s signature quattro four-wheel drive system, the AUDI E concept can accelerate from 0-60 mph in just 3.5 seconds.
Powered by a 100 kWh battery pack, the AUDI E concept offers a range of up to 700 km (~430 miles) on the Chinese cycle. Its Advanced Digitized Platform features an 800-volt system architecture, enabling rapid charging that adds over 220 miles (370 km) of range in just 10 minutes.
Audi’s decision to introduce the AUDI brand in China is a strategic move to appeal to a new segment of the market. However, the use of a different brand name may seem confusing and somewhat redundant, considering Audi already has a more affordable brand – Volkswagen. This move raises questions about the company’s long-term strategy and its impact on the overall brand image.
As Audi continues to navigate the evolving automotive landscape, the launch of the AUDI E concept signals a new chapter in the brand’s history. With a focus on electric, intelligent, and connected vehicles, Audi is positioning itself for success in the era of sustainable mobility.
In conclusion, Audi’s foray into the Chinese market with the AUDI brand represents a bold step towards innovation and differentiation. While the decision may seem unconventional, it underscores Audi’s commitment to pushing boundaries and embracing new opportunities in the electric vehicle market.
(Source: Audi)
