Audi unveils new brand in China

German carmaker Audi has revealed a new brand with its Chinese partner SAIC Motor to expand its EV portfolio and stay competitive in the country's fierce vehicle market.

The new brand, unveiled on Friday in Shanghai, has retained Audi's name, but it is spelled in four capital letters and goes out the four-ring logo, which the carmaker says "signals both the connection to and differentiation from the sister brand".

"By launching this new brand for electric and intelligent models in China, Audi is breaking new ground to tap into new and more tech-savvy customer segments," said Audi CEO Gernot Doellner.

The models will be based on the Advanced Digitized Platform, co-developed by Audi and SAIC. The first three models will be in the mid-size and full-size segments, with the first to start sales in 2025.

The carmaker said Audi brings know-how in premium products and design, overall vehicle development, and engineering to the table, while SAIC offers fast innovations, a well-established technology ecosystem, and deep insight into the local market's demands.

"Our cooperation reflects the spirit of 'the best of both worlds' and has been set up to jointly organize development, purchasing, production, and sales," said Fermín Soneira, head of the joint program.

A glimpse into future models is offered via the AUDI E concept, which was unveiled on Friday as well.

With a length of 4,870 mm, 1,990 mm in width and 1,460 mm in height, plus a wheelbase of 2,950 mm, it is positioned as a fully electric Sportback.

The concept boasts two electric motors, located on the front and rear axles, which deliver a total power output of 570 kW and a torque of 800 Nm.

Together with signature Audi quattro four-wheel drive, this enables acceleration from 0-100 km/h in 3.6 seconds. "The vehicle also drives like a real Audi in terms of comfort as well as dynamics," said the carmaker.

The concept car is equipped with a 100-kWh battery, which enables a range of 700 km measured in accordance with CLTC when fully charged.

The Advanced Digitized Platform also boasts an innovative 800-volt architecture with super-fast charging: just 10 minutes of rapid charging is enough for more than 370 km of range.

In addition, the concept has adopted China-specific and highly innovative driver assistance functions.

A rich entertainment and app ecosystem with a store for apps and individualized via facial recognition offers many smart solutions in the car. The smartphone interface allows seamless integration of the users' personal device.

The AUDI Assistant, an AI avatar, is positioned at the center of the interior, offering touch and voice controls. Its design conveys emotional feedback when interacting.