Audi with new sub-brand and first electric study from SAIC cooperation
The new AUDI lettering is not just a logo swap. It symbolises a new brand for China for the German company. It stands for electric cars, based on the cooperation between Audi and SAIC. It had been leaked in advance that these EVs could be sold without the familiar brand logo with the four rings. The partners have now officially confirmed this. “AUDI – without the four rings logo but spelled in four capital letters – signals both the connection to and differentiation from the sister brand. Based in and tailored for China, brand and car represent the best of both worlds – unmistakable Audi DNA meets China innovations,” reads a company statement from the Volkswagen subsidiary. After heavy sales losses, the approach represents a new start for Audi in China. To quickly become competitive again locally, Audi now relies on technologies from the state-owned car manufacturer SAIC.
The first representative of the new AUDI brand is the all-electric sportsback study called the AUDI E concept. It was developed by experts from Germany and China and, according to Audi, offers a preview of three future production models that will be presented from mid-2025. These electric models are based on the so-called Advanced Digitised Platform, about which no further information has been available.
However, the technical data of the AUDI E concept now gives an impression of the drive performance of this platform. The concept car is an all-wheel-drive vehicle with two engines offering a total output of up to 570 kW. The car is expected to accelerate to 100 kph in 3.6 seconds. And thanks to an unspecified 100 kWh battery, the concept has a range of more than 700 kilometres according to the Chinese test cycle, says Audi. It is not known whether the battery is the same 100-kWh energy storage system used in the A6 e-tron. As reported, the A6 e-tron is also available as a Sportback, but is based on the PPE and uses a different engine.
But back to the new platform: Audi states that the Advanced Digitised Platform has an 800-volt architecture, which should lead to faster charging performance, among other things. “Just 10 minutes of rapid charging are enough for more than 370 km of range,” the carmaker says. The partners put the dimensions of the AUDI E concept at 4,870 x 1,990 x 1,460 mm with a wheelbase of 2,950 mm. The exterior design of the concept car has a more minimalist and rounded appearance compared to classic Audis, with the Sportback-style silhouette characterised by a flat roofline that is pulled far back. In terms of front and rear design, Audi has departed strongly from the familiar look. In both cases, a black frame surrounds all functional areas: Lights, sensors and air ducts are combined in a central field. Audi speaks of “aesthetic codes” specified for China.
According to Audi, the study’s interior offers “comfort the brand is known for and seamless integration of technology.” The latter is epitomised by the curved touch display extending between the two A-pillars. And in keeping with the name of the platform, a particular focus of the car is on digital interactions. An AI avatar is positioned in the centre below the main display, offering touch and voice control. Audi also talks about a comprehensive entertainment and app ecosystem that can be accessed individually using facial recognition. In China, the ability to integrate a personal mobile device into the car is also a must.
In terms of driving assistance, the AUDI E concept has “comfort the brand is known for and seamless integration of technology,” according to the German carmaker. “They offer a driving experience that is equally relaxing and safe – be it on highways, in dense megacity traffic, and even when using automated parking.” Audi is not yet more precise at this point.
Audi CEO Gernot Döllner emphasises: “The joint platform will be the basis for a new generation of state-of-the-art intelligent connected vehicles exclusive to China. The upcoming models are aimed at a promising and simultaneously demanding new customer segment.” According to the Audi CEO, the first three BEV models will be located in the mid-size and full-size (B and C) segments, with the intensive collaboration reducing “time-to-market by more than 30%, with the first model to commence sales in 2025.” The first series model is expected to be launched on the market as early as 2025.
Döllner goes on to explain that his company is breaking new ground with the launch of the brand for electric and intelligent models in China to tap into additional, tech-savvy customer groups. “The automotive industry is undergoing the largest transformation in its history. With our partnerships in China, we are playing a decisive role in this transformation.” According to Döllner, Chinese premium customers differ from other target groups and their expectations: They are younger and more tech-savvy.
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