Audi, the German automaker synonymous with innovation and luxury, has embarked on a groundbreaking journey to reshape the landscape of premium electric mobility. The brand has introduced a new sub-brand, AUDI, exclusively for the Chinese market, along with its first showcase vehicle, the AUDI E concept. This strategic initiative signifies a perfect marriage of Audi’s engineering excellence and China’s fast-paced technological advancements.
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The Birth of AUDI: A New Chapter for China
China, the world’s largest automotive market, has long been a key focus for Audi. As the first premium car brand to enter the market in 1988, Audi has maintained a pioneering presence. In 2024, the brand is taking another giant leap with the introduction of AUDI.
Unlike its parent company’s traditional branding, AUDI features an identity without the iconic four rings. This deliberate differentiation is a nod to a younger, tech-savvy generation in China, emphasizing modernity while retaining Audi’s engineering DNA.
CEO Gernot Döllner explains the vision: “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.”
The AUDI E concept is not merely a car; it represents Audi’s forward-looking strategy to redefine luxury EVs for a market that demands cutting-edge innovation and environmental sustainability.
This initiative is a collaboration between Audi and Chinese automaker SAIC, combining the best of German engineering and Chinese technological innovation. The AUDI E concept is the first product to emerge from this joint venture and serves as a preview of three upcoming electric vehicles (EVs) set to launch starting mid-2025.
Unveiling the AUDI E Concept: The Future of Electric Luxury
The AUDI E concept is the first flagship vehicle of the AUDI brand. Designed as a fully electric Sportback, this concept vehicle embodies the future of intelligent, sustainable mobility while catering to the specific tastes of Chinese consumers.
Key Dimensions:
- Length: 4,870 mm
- Width: 1,990 mm
- Height: 1,460 mm
- Wheelbase: 2,950 mm
The car’s proportions reflect a perfect blend of dynamism and spaciousness, making it equally suitable for China’s bustling megacities and long-distance journeys. The flat roofline of the Sportback silhouette enhances aerodynamics while providing generous interior space for passengers.
The exterior’s minimalist yet striking design features smooth, rounded wheel arches and dynamic wrap-around lighting. A key feature is the black loop, which integrates all functional areas, including sensors, lamps, and aerodynamic elements.
Performance That Redefines Vorsprung durch Technik
At the core of the AUDI E concept is a performance-focused drivetrain that embodies Audi’s Vorsprung durch Technik philosophy.
Performance Highlights:
- Electric Motors: Dual motors on the front and rear axles.
- Total Output: 570 kW.
- Torque: 800 Nm.
- Acceleration: 0–100 km/h in just 3.6 seconds.
- Quattro All-Wheel Drive: Ensures stability and dynamic handling.
This EV delivers the exhilarating performance expected of an Audi, while maintaining comfort and smoothness during everyday driving.
Battery and Charging
- Battery Capacity: 100 kWh.
- Range: 700 km (CLTC standard).
- Charging Speed: 800-volt architecture enables rapid charging, providing over 370 km of range in just 10 minutes.
The combination of long-range capability and ultra-fast charging makes the AUDI E concept a compelling choice for urban dwellers and long-distance travelers alike.
Interior: A Digital Oasis
The AUDI E concept redefines luxury with an interior that seamlessly blends traditional craftsmanship with futuristic technology.
Aesthetic Appeal
The design team, based at Audi’s Beijing Design Studio, drew inspiration from Chinese architectural aesthetics. The result is an interior that combines illuminated wood and microfiber materials in a three-dimensional lamella design, offering a union of natural elements and modern innovation.
Technology-Infused Comfort
- 4K Touch Display: Spanning from pillar to pillar, this curved display integrates information and entertainment for all passengers.
- Digital Exterior Mirrors: Smartly integrated into the display for intuitive control.
- Flexible Storage: A center console designed for dual smartphone storage.
Passengers are immersed in a stylish yet functional environment, designed to cater to China’s urban megacities.
Revolutionary Digital Systems: AUDI OS
At the heart of the AUDI E concept’s technology is AUDI OS, a groundbreaking operating system developed for smart interaction.
Key Features:
- AI-Powered AUDI Assistant: An avatar with touch and voice control capabilities that adapts to user preferences.
- Personalization: Facial recognition tailors settings for individual passengers.
- App Ecosystem: A rich store of applications designed for entertainment, navigation, and productivity.
- Smartphone Integration: Seamless connectivity with personal devices ensures an uninterrupted experience.
Driving Experience: Relaxation and Safety
The AUDI E concept includes advanced driver assistance systems tailored for China’s unique driving conditions. Features such as automated parking and intelligent traffic navigation make city driving a breeze, while safety systems ensure peace of mind during long highway journeys.
Collaborative Innovation: Audi and SAIC
The AUDI E concept was developed in partnership with SAIC, one of China’s leading automotive companies. This collaboration embodies the philosophy of “the best of both worlds.”
Audi’s Contributions:
- Expertise in premium vehicle development and engineering.
- Renowned design capabilities and brand heritage.
SAIC’s Strengths:
- Rapid innovation cycles.
- Deep insights into the local Chinese market.
- Advanced technology ecosystems.
This synergy has resulted in the Advanced Digitized Platform, a foundation for next-generation intelligent vehicles exclusive to China. The platform reduces development time by over 30% and ensures that the AUDI E concept meets the specific needs of the Chinese market.
Why This Matters: A Vision for the Future
The AUDI brand and its debut concept car underscore Audi’s commitment to sustainability and innovation in the world’s largest automotive market. By addressing the unique demands of younger, tech-savvy Chinese consumers, Audi is not just adapting to the future—it’s shaping it.
Gernot Döllner summarized the company’s vision:
“With our partnerships in China, we are playing a decisive role in the largest transformation in automotive history.”
The Future of Luxury Mobility
The AUDI E concept is more than an electric vehicle; it represents the future of mobility. With groundbreaking performance, innovative technology, and a design philosophy tailored to China, this vehicle is poised to lead the charge in the premium EV market.
As the first product under the AUDI brand, the E concept sets the stage for a series of electric, intelligent vehicles that will redefine the driving experience for years to come.
Source: Audi
