Audi has unveiled a new electric vehicle (EV) brand in China, specifically aimed at attracting young, tech-savvy drivers. In a departure from tradition, the new EV will have the iconic four-ring logo removed and only the name “AUDI” written in capital letters. The move reflects Audi’s strategy to establish a distinct identity in the world’s largest auto market and connect with modern consumers.
To develop this new series of EVs, Audi is partnering with Chinese automaker SAIC. The collaboration is part of a broader effort by both companies to expand their presence in China, where local and international automakers face stiff competition from EV-focused brands. The first models of this joint venture are expected to be launched by mid-2025, marking an important step in Audi’s efforts to gain momentum in the Chinese market.
Audi CEO Gernot Doellner commented, “The automotive industry is going through the greatest transformation in its history. “Through our partnerships in China, we are playing a key role in shaping this change.”
The new brand specifically targets China’s young, digitally connected consumers, who are much younger than typical buyers in the global premium market. While the average Audi premium customer globally is around 55 years old, Chinese buyers in the region are between 30 and 35 years old. This shift acknowledges the growing needs and expectations of a young, tech-oriented demographic.
Audi introduced the first model under the new brand, the Audi e Concept, at an event in Shanghai. This fully electric Sportback is designed to attract China’s urban young professionals, offering high-tech features and intelligent driving solutions to suit their preferences for premium, connected vehicles.
The AUDI E Concept is equipped with a range of advanced driver-assistance systems designed to enhance safety and ease of use in both urban and highway environments. It has a powerful 100-kWh battery, which offers a driving range of up to 700 km on a full charge. Additionally, the vehicle supports fast charging capabilities, providing a range of over 370 km with just 10 minutes of charging – ideal for the needs of busy city drivers.
Powered by two electric motors – one on each axle – the AUDI E Concept delivers a combined output of 570 kW and 800 Nm of torque. This setup allows the car to accelerate from 0 to 100 km/h in just 3.6 seconds, while Audi’s quattro all-wheel-drive system ensures stable and dynamic performance.
The new Audi OS operating system offers a completely integrated digital experience tailored to individual needs. It supports seamless in-car connectivity and a curated app ecosystem, designed to enhance the driving experience. The AI-powered Audi Assistant offers interactive touch and voice controls, adding a responsive layer of digital convenience.
The exterior of the AUDI E Concept features a streamlined and minimalist design that appeals to Chinese tastes. Its Sportback silhouette offers a dynamic profile with sleek, rounded wheel arches and distinctive lighting. Designed to be stylish and functional, the exterior reflects Audi’s commitment to blending aesthetics with practicality for the Chinese market.
Inside, the AUDI E Concept blends comfort with cutting-edge technology. A 4K curved touchscreen display spans the entire width of the cabin, providing intuitive access to important information. The interior features a sophisticated design with illuminated wood and microfiber accents inspired by modern architecture, creating an elegant space in line with the preferences of urban Chinese drivers.
This initiative underlines Audi’s growth strategy in China. Through its partnership with SAIC, Audi aims to accelerate its transition into the Chinese market while expanding its lineup of premium electric vehicles to cater to a younger, more tech-savvy customer base. The venture highlights Audi’s commitment to meeting China’s growing demands for high-tech, sustainable vehicles.
