Audi, in collaboration with SAIC Motor, has announced the launch of a new brand called ‘AUDI’ in China. This initiative aims to leverage China’s extensive supply chain to develop electric vehicle (EV) models that cater to local consumer preferences.
The ‘AUDI’ brand was unveiled at a recent event, featuring a new logo that combines the letters “AUDI” rather than the traditional four-ring emblem. This marks a significant step in Audi’s partnership with SAIC, emphasizing a commitment to accelerate product development tailored to the Chinese market.
Under the new brand, the vehicle development cycle has been reduced from 18 months to just 12 months. ‘AUDI operates with a more flexible decision-making process compared to Audi’s existing joint ventures in China—FAW Audi and SAIC Audi—allowing for quicker responses to market changes.
Song Feiming has been appointed as the CEO of the new brand, holding a position equivalent to that of the president of Audi China. Song emphasized that this is a long-term project envisioned to span the next decade.
At the event, the first concept car, named the E concept, was unveiled. The vehicle is reported to be 95% production-ready, with an official launch planned for the first half of next year. Built on the Advanced Digitized Platform, the E concept is a B-segment Sportback with a shooting brake design, bearing a resemblance to Nio’s ET5 Touring.
The E concept measures 4,870 mm in length, 1,990 mm in width, 1,460 mm in height, and has a wheelbase of 2,950 mm, positioning it between the Audi A4L and A6L. It is equipped with a 100 kWh ternary lithium battery pack supplied by CATL, featuring 800-volt charging technology. The vehicle boasts a CLTC range of over 700 kilometers on a full charge and can add up to 370 kilometers of range with just a 10-minute charge.
For intelligent driving capabilities, the E concept includes a roof-mounted LiDAR sensor and employs software developed by local startup Momenta. This system will provide advanced driver-assistance features suitable for both highways and urban environments.
Production of the E concept is expected to commence in August next year at a facility in Anting, Shanghai. The vehicle is set to compete with models like Nio’s ET5 Touring and is anticipated to be priced around RMB 300,000 (approximately $41,970).
Source: CnEVPost
