Rumors had already circulated that Audi could lose its four rings. It’s now done! Rest assured, Audi remains Audi and retains its logo. On the other hand, AUDI makes it disappear. You don’t understand? Yet it’s simple: Audi and AUDI are two different entities. And it all comes down to whether you write the name in capitals or not. This is the marketing sleight of hand that the German manufacturer has just indulged in in China during the presentation of its new sub-brand, developed in partnership with the local giant SAIC. The opportunity to get closer to the demands of the Chinese market. Like the first concept unveiled, which targets a younger clientele.
A deliberately different design
If Audi didn’t worry about the name of its new Chinese sub-brand, the name of the concept doesn’t seem to have been the subject of endless brainstorming either. The E Concept is based on a platform developed jointly with SAIC, while parts and technologies also come from local suppliers.
4.87 m long, roughly the size of the new Audi A5, it is a crossover, halfway between a sedan and a station wagon. We cannot say that his physique is easily assimilated to the German brand. The minimalist exterior design and smooth surfaces are a desire to match the tastes of the Middle Kingdom. The very refined interior gives pride of place to digital technology with a huge curved 4K panel, which runs the entire width of the dashboard, integrating screens for the mirrors, for the driver’s instrumentation, and for infotainment , which protrudes well towards the passenger.
Arrival from 2025
As its name suggests, the AUDI Concept E is 100% electric. And intends to remain so. Equipped with a 100 kWh battery to provide up to 700 km of autonomy, according to a Chinese approval cycle (CLTC) even more optimistic than ours (WLTP), the station wagon claims a power of 570 kW and 800 Nm of torque. Enough to theoretically allow it to go from 0 to 100 km/h in just 3.6 seconds. As for the 800V platform, it can recover up to 370 km of autonomy in around 10 minutes. This AUDI E Concept is the first of three electric vehicles that will be presented for segments B and C exclusively for the Chinese market. The collaboration between SAUC and Audi reduces time to market, with sales could begin as early as 2025.
