The AUDI E Concept will be followed by three production electric vehicles in the mid-size and full-size categories.
Audi’s strategy with the launch of its new “AUDI” brand in China seems to be a bold attempt to balance tradition with innovation. By introducing this brand under the same name but in all caps—perhaps to add a sense of edginess—they’re aiming to resonate with local consumers. Notably, this new venture abandons the classic four-ring logo to “signify both connection to and distinction from the sister brand.” To kick things off, Audi has revealed a concept model called the AUDI E, providing a preview of what’s in store for the Chinese market.
Audi, the parent brand, asserts that this new identity blends the best of both worlds: “unmistakable Audi DNA meets innovations from China.” In other words, it’s an Audi—but with a twist. Still a bit unclear? Not to worry; Audi explains further: “AUDI is shaped 100-percent by Audi DNA and embodies ‘Vorsprung durch Technik’ in the age of electric, intelligent, connected vehicles.” That should clear things up.
AUDI, a new sub-brand, is a joint venture between Audi and local giant SAIC, led by Fermín Soneira, Audi’s former Head of Product Line for Electric Models. The concept unveiled today hints at three future production models set to launch starting in mid-2025.
AUDI E Concept
The AUDI E concept is introduced as a fully electric Sportback and the “benchmark” for a new generation of vehicles. It spans 4,870 mm (191.7 inches) in length, 1,990 mm (78.3 inches) in width, and 1,460 mm (57.5 inches) in height, with a 2,950 mm (116.1 inches) wheelbase. For comparison, it has a similar footprint to the ICE-powered Audi A5, though it features a unique design tailored specifically for Chinese customers.
The absence of Audi’s iconic four-ring logo is striking, replaced by illuminated AUDI lettering on both ends of the vehicle and on the wheel center caps. Instead of a traditional grille and intakes, the E concept showcases black loop structures that house advanced LED lighting and sensors for the car’s ADAS systems. This creates a front end that feels recognizably Audi yet intentionally different.
The silhouette features broad, muscular fenders, a flowing roofline, and Sportback proportions, balancing elements of both coupe and wagon designs. At the rear, a slightly recessed windshield adds a touch of exotic coupe styling.
Inside the Cabin
The interior of the AUDI E concept is adorned with microfiber upholstery and illuminated wood accents. A sweeping, curved 4K touch display spans the entire dashboard, merging the instrument cluster, infotainment, and digital mirrors into one seamless screen. Below this display is the AI-powered AUDI Assistant and a touch-sensitive bar called AUDI Control. The only physical controls are the window switches and the buttons on the steering wheel.
Electric Powertrain
The concept is built on a new “Advanced Digitized Platform,” co-developed by Audi and SAIC. Power is delivered through dual electric motors, one per axle, generating a total of 764 hp (570 kW / 775 PS) and 800 Nm (590 lb-ft) of torque—figures more typical of an Audi RS model. This setup enables acceleration from 0-100 km/h (0-62 mph) in just 3.6 seconds. Audi also promises that the concept will offer “true Audi” levels of comfort and handling, along with sophisticated China-specific ADAS.
The model is equipped with a 100 kWh battery, allowing a CLTC range of 700 km (435 miles). Its 800V architecture supports “super-fast charging,” adding over 370 km (230 miles) of range in just 10 minutes.
The first three production models under the AUDI brand are slated for the mid-size and full-size segments, with sales beginning in 2025. Interestingly, Audi’s existing lineup of EVs in China, such as the Q4 e-tron (with FAW), Q5 e-tron (SAIC), Q6 e-tron (SAIC), and e-tron GT, already covers a range of options. The rationale for creating a new brand? According to Audi, AUDI will offer a more “localized” product shaped by SAIC’s influence, while still leveraging Audi’s technology and brand prestige.
Whether consumers will see AUDI as a distinct offering or simply as Audi with a new name is yet to be seen.
