Audi has recently made a significant move in the Chinese market by launching a new brand called “AUDI” in collaboration with SAIC Motor. This new brand aims to leverage China’s robust supply chain to develop electric vehicle (EV) models that cater specifically to the preferences of Chinese consumers.
At the unveiling event, Audi showcased the first concept car under the “AUDI” brand, known as the E concept. This marks a pivotal moment in Audi’s partnership with SAIC, signaling a strategic shift towards creating competitive EV models tailored for the Chinese market.
The logo of the “AUDI” brand features a unique combination of the letters “AUDI,” departing from the traditional four-ring logo of Audi. This rebranding effort underscores the commitment to delivering products that resonate with local tastes and trends.
The collaboration between SAIC and Audi aims to introduce a range of high-end smart EVs through the joint venture SAIC Audi, along with the development of the Advanced Digitized Platform. This partnership is set to launch its first product in 2025, with an accelerated development cycle of 12 months compared to the previous 18 months.
Under the “AUDI” brand, decision-making processes are streamlined for quicker responses to market demands, setting it apart from Audi’s existing joint ventures in China. The CEO of the new brand, Song Feiming, emphasized that this project is a long-term initiative spanning the next decade, rather than a mere pilot program.
The E concept, unveiled at the event, is positioned as a B-segment Sportback model based on the Advanced Digitized Platform. Boasting a sleek shooting brake design reminiscent of Nio’s ET5 Touring, the concept car offers impressive specifications including a lithium ternary battery pack with 100 kWh capacity and 800-volt charging technology.
Equipped with advanced smart driving features such as a roof-mounted LiDAR and software from local startup Momenta, the AUDI E concept promises a range of over 700 kilometers on a full charge, with rapid charging capabilities of up to 370 kilometers in just 10 minutes. This cutting-edge technology sets the stage for a seamless driving experience both on highways and in urban settings.
Reports suggest that the production version of the concept will commence next August at a facility in Anting, Shanghai, positioning it as a direct competitor to the Nio ET5 Touring. With a targeted price range of around RMB 300,000 ($41,970), the AUDI E concept is poised to make a significant impact in the rapidly evolving Chinese EV market.
In conclusion, Audi’s strategic partnership with SAIC and the launch of the “AUDI” brand signify a bold step towards innovation and localization in the Chinese EV sector. By harnessing China’s supply chain capabilities and catering to local consumer preferences, Audi is poised to make a lasting impression with its upcoming EV models under the “AUDI” brand.
