We were at the Canton Motor Show (Guangzhou) in China, and we were able to see Audi’s new electric car: the E Concept, which leaves out the famous logo of the German manufacturer and its four rings. Here is everything you need to know about this car, which suggests profound changes in the German range in the coming years.
Audi’s history in China is not new: the company has been present there for more than 30 years. In 1988, it began its cooperation with the Chinese automobile manufacturer First Automotive Works (FAW). Audi was thus the first foreign premium manufacturer on the market and the first to adapt its product portfolio to the specific needs of Chinese customers. For example by offering models with an extended wheelbase (the famous “L” models) well before BMW or Mercedes.
But with the earthquake of electrification in the automobile, Audi is struggling to penetrate the segment of connected electric vehicles, very popular in China, where agility and technological and pricing innovations are an explosive cocktail for foreign manufacturers. . Audi therefore had to try a new strategy and found it in 2023 by turning to the Shanghai Automotive Industry Corporation (SAIC). The E concept foreshadows the new range of electric vehicles born from this union and intended only for China, for the moment.
SAIC has a well-established technology ecosystem in China and knows its domestic market well. This partnership will also give rise to a new architecture called “Advanced Digitized Platform”, the first three models of which will be located in the mid-size and large car segments. The E model being the first concept to be revealed.
Finally, the new batch of cars will display “AUDI” on its body instead of the classic “four rings” logo. This may seem symbolic to some, but must remain a major differentiator for the German brand and its historic customers.
Design: where are the rings?
The Model E’s look is reminiscent of the Audi Sport Quattro and gives the concept a sort of square-jawed face. While the rest of the world has gone gaga over SUVs, sedans have remained very popular in China, which is why the Audi E concept takes the form of a low-slung GT-style shooting brake.
It will therefore certainly enter into direct competition with the Denza Z9 GT, the Zeekr 001 or other Nio ET5 Touring. Note that the “loop” that houses the lighting also contains the sensors for autonomous driving and aerodynamic elements, and the same lighting pattern is repeated at the rear.
The grille is a radical departure from anything Audi has done in the past, ditching the iconic four-ring logo for the all-caps name.
Colour: Morning Haze
With a length of 4,869 meters, the E model is approximately 70mm shorter than a 2024 Audi A6 Allroad, but its wheelbase is 60mm longer, its seat is approximately 80mm wider and its height is 25mm lower. Audi hasn’t announced whether the final design of the production car will resemble this concept, but we think there’s a good chance. With some cosmetic changes, of course.
Interior: 4K available
The cabin is dominated by a set of 4K screens spanning the entire width of the dashboard. The two outermost screens serve as digital side mirrors. A touchpad located under the screens allows you to navigate the menus. A mix of white fabric, light wood, silver trim and the purple glow of ambient lighting give the interior an airy, tranquil aura.
The screens feature a new operating system that displays essential information in the foreground and uses facial recognition as well as a voice assistant with artificial intelligence.
Once again, this interior could be quite close to the standard one, since it is far from futuristic. However, it contrasts greatly with the interiors currently in production at Audi. A good sign when trying to attract new customers.
Technologies et performances
The E Concept features a dual-motor powertrain, with electric motors on the front and rear axles, producing 764 horsepower and 590 Nm of torque. The all-wheel drive station wagon accelerates from 0 to 100 km/h in 3.6 seconds. A battery with a capacity of 100 kWh allows a range of around 700km according to the Chinese CLTC cycle (around 625 km in WLTP), while the 800 volt architecture allows the concept to add around 350km of range in just 10 minutes.
Colour: Morning Haze
Audi also says the concept comes with semi-autonomous driver assistance features capable of handling highway driving, city traffic and automated parking.
One of the main areas where SAIC has helped is an established technology ecosystem that future AUDI customers will be able to interact with through a new brand-specific operating system. This new AUDI operating system will be fully integrated into the user’s smartphone and will have its own application store and personalized interaction using facial recognition. It will also have an AI-powered AUDI Assistant that will respond to voice commands.
Price and availability
The Audi E concept was developed jointly by German and Chinese teams and will be introduced in China from mid-2025. No price announced for the E model but the price range of competitors announced in our article is establishes around 50,000 euros.
The big question is whether this car will ever be sold in Europe. It’s not impossible, but it would work against current models, such as the very recent Audi A6 E-Tron.
Our opinion
According to Audi, luxury car buyers in China differ from the rest of the world: they are younger and more tech-savvy, and their expectations for connectivity and automated driving are higher. The E concept itself looks great, the specs are impressive, and its mission is extremely clear: get on the right track in China before it’s too late.
In short, we have the impression of being in the presence of a Zeekr or Nio product, but with the notoriety and innovative image of the historic Audi brand. Note that SAIC is a Chinese state-owned automobile manufacturer founded in 1955 and currently the largest of China’s “big four” state-owned automobile manufacturers, with sales of 5.02 million vehicles in 2023.
