Audi has taken its partnership with SAIC to the next level by introducing a new brand named AUDI, which will not feature the classic “Four Rings” logo. The launch event for the new brand showcased the concept car known as the AUDI E, marking the beginning of a new era in the collaboration between Audi and SAIC. The focus of this partnership is to develop three pure electric models over the next three years, all based on an innovative digitized platform.
The AUDI brand is positioned as a premium offering, equivalent to traditional Audi vehicles, but operates as a separate entity catering exclusively to the Chinese market. The first model from the AUDI brand is scheduled for release in the summer of 2025.
The AUDI E concept car boasts a sleek shooting brake wagon-style design, featuring unique elements such as a rooftop lidar, retractable hidden door handles, and a prominent rear spoiler. The design language of the AUDI brand sets it apart from traditional Audi vehicles, with distinctive lighting effects created by triangular-shaped headlight clusters and rear lights.
A standout feature of the AUDI E is the illuminated “AUDI” logo, visible from a distance of up to 120 meters. Inside the car, a pillar-to-pillar display dominates the dashboard, integrating digital exterior mirrors. The interior exudes a homely aesthetic, with wooden accents on the doors and ambient lighting, setting it apart from other Audi models. The center console offers ample storage space for two phones.
The intelligence of the AUDI E is a key focus, with the vehicle equipped with AUDI OS, a specialized operating system developed for the brand. The car will feature a rich app ecosystem and individualized facial recognition, with the Audi Voice Assistant playing a central role in the user interface. Advanced driving features leveraging SAIC’s expertise in new energy vehicles are expected to enhance the overall driving experience.
Powering the AUDI E is a 100 kWh ternary lithium battery with an 800V architecture, delivering a CLTC range of over 700 km. The vehicle features dual motors, front and rear, and is marketed as a Quattro model. Acceleration from 0-100 km/h is achieved in just 3.6 seconds, thanks to features such as progressive front-wheel steering, all-wheel steering, and air suspension.
Audi’s CEO, Gernot Dllner, announced that production of the first model from the Audi-SAIC collaboration will commence soon, with three electric models planned for introduction. The future models under the AUDI brand will be localized through Audi’s partnership with FAW-Audi in China.
While the current AUDI E model is a concept, production and delivery are expected by 2025, showcasing a rapid development timeline of 18 months compared to the industry standard of three years. The future holds exciting prospects for the AUDI brand, with plans to launch an SUV and a large sedan in the pipeline.
