more Chinese than German, this electric Audi abandons the rings

Audi is launching a new brand on the Chinese market: AUDI. More than a simple change in the way of writing the brand name, now without its rings, a new strategy intended to maintain itself in China. And it’s ultimately the most new Audi we’ve seen in a long time.

Like most German brands, Audi’s results have become hyper-dependent on the Chinese market. Nearly a third of the vehicles that the ringed firm sells each year are in China. So when sales plummet as they have for three years, and even more so this year, it has a name: Katastrophe…

The new concept unveiled in Shanghai therefore symbolizes the desire to relaunch the machine by imposing the brand on the increasingly important market of electric vehicles. What current cars have so far failed to do. And to convince the Chinese customer, the recipe chosen by Audi, as by Volkswagen, consists of presenting the new models as being more Chinese than German… The local customer now believes that technological supremacy no longer comes from Europe, but from China.

In this case, this new family of electric vehicles was designed in partnership with SAIC, largely exploiting the Chinese group’s technologies. A range which will include three models, the production versions of which will appear in mid-2025. And in order to further accentuate the difference with the classic range, we will now talk about AUDI. In capital letters, and without the rings replaced by the lettering. A new brand that isn’t quite one. But above all, the vehicles will probably not be distributed in the classic Audi network, which is shared between SAIC-Audi and FAW-Audi…

A real new Audi

The latest new Audi, A5, A6, Q5 or Q6, have left a feeling of conservatism, in their concept and in their style. The AUDI E concept therefore contrasts radically with habits, without falling into the standardization of Chinese models. For once, it’s not yet another SUV, with a height of 1460 mm, but rather a sort of station wagon, worthy of the Avant lineage. The rear, however, outlines a sort of separate trunk, in the manner of the Avatr 11. At the front, the luminous dotted lines evoke the Single Frame grille, without the impression of mass, and the upper black strip integrates the different sensors . Lidar sits proudly on the roof, to confirm the semi-autonomous driving capabilities necessary on the Chinese market.

From the point of view of dimensions, Audi, sorry, AUDI has managed to remain reasonable. Where many Chinese models exceed 5 meters, this concept is satisfied with 4870 mm long, but still 1990 mm wide.

Inside, the change in style is just as radical. Going from an Audi Q6 to a Nio feels like a change of era. It will be much less obvious here with the very horizontal board dominated by a mass of juxtaposed screens: exterior mirror screens, instrumentation, central area and passenger area. Not very light, but clearly more designed for shared experience between occupants rather than for the driver alone.

A top-of-the-range model, the AUDI E delivers 570 kW and 800 Nm via two motors. The 100 kWh 800 volt battery allows 700 km of autonomy (CLTC – or approximately 550 km WLTP) with a charge of the equivalent of 370 km in 10 minutes (approximately 25-80%..).

Entirely designed in China, where it is produced, the production version of this concept will not be offered in Europe.