Audi has recently made a significant move in the Chinese market by launching a new brand called “AUDI” in collaboration with SAIC Motor. This joint venture aims to take advantage of China’s robust supply chain to develop electric vehicle (EV) models tailored to the preferences of local consumers.
The unveiling of the AUDI brand marks a strategic shift in Audi’s partnership with SAIC, with a focus on accelerating the production of products that resonate with Chinese buyers. The two companies have signed a cooperation agreement to co-develop high-end smart EVs for SAIC Audi and work on the Advanced Digitized Platform.
One of the key advantages of the AUDI brand is its streamlined decision-making process, allowing for quicker reactions to market changes compared to Audi’s existing joint ventures in China. The brand is led by CEO Song Feiming, emphasizing its long-term commitment to the Chinese market over the next decade.
At the launch event, Audi showcased the E concept, a cutting-edge electric vehicle that is already 95% ready for production. This concept car, based on the Advanced Digitized Platform, features a sleek B-segment Sportback design reminiscent of Nio’s ET5 Touring.
The AUDI E concept boasts impressive specifications, including a 100 kWh lithium ternary battery pack from CATL and 800-volt charging technology. With a range of over 700 kilometers on a full charge and rapid charging capabilities, it promises a seamless driving experience for urban and highway use.
The smart driving hardware of the AUDI E concept includes a roof-mounted LiDAR system, while the software is powered by local startup Momenta, offering advanced driving capabilities without the need for HD maps. Momenta, majority-owned by SAIC, has already developed city NOA features for SAIC’s IM Motors.
Reports suggest that the production version of the AUDI E concept will begin manufacturing in August next year at a facility in Anting, Shanghai. Priced competitively at around RMB 300,000 ($41,970), it is set to rival the Nio ET5 Touring in the Chinese market.
In conclusion, Audi’s launch of the AUDI brand in China signifies a bold step towards harnessing the country’s supply chain capabilities to create innovative EV models tailored to local preferences. With the E concept leading the way, Audi is poised to make a significant impact in the Chinese electric vehicle market in the coming years.
