Audi Sets Its Sights on the Future with New Brand in China

source: Audi

Published 18 November 2024

Audi, a longstanding beacon of premium automotive innovation, is embarking on a significant chapter in its journey with the introduction of AUDI—a new sub-brand designed specifically for the Chinese market. This bold move underscores the company’s commitment to adapting and excelling in a rapidly evolving industry while paying homage to its iconic heritage.

A New Chapter for Audi: Enter AUDI

Not just a new logo, AUDI (spelled in all caps and free from the famous four rings) is a statement of ambition. The company’s decision to establish this brand speaks to its desire to cater more directly to China’s unique customer base. It is a strategic effort that blends Audi’s celebrated engineering legacy with a pulse on cutting-edge technology and local preferences.

Audi CEO Gernot Döllner reflects on this shift, highlighting that the automotive world is undergoing “the largest transformation in its history,” and AUDI is Audi’s response to tapping into this shift within the world’s largest auto market. This initiative isn’t just a facelift; it’s a deep dive into the realm of electric, intelligent, and interconnected vehicles that align with the sophisticated demands of Chinese consumers.

Partnership Power: Audi and SAIC Join Forces

The introduction of AUDI is the fruit of collaboration between Audi and SAIC, one of China’s automotive heavyweights. Leading this ambitious endeavour is Fermín Soneira, a veteran within the Volkswagen Group known for his expertise in electric vehicle development. Soneira’s leadership aims to blend the “best of both worlds” by leveraging Audi’s design prowess and SAIC’s local market acumen and speed of innovation.

This alliance is more than just strategic branding—it marks an agile approach that slashes time-to-market by over 30%. With a shared platform dubbed the Advanced Digitized Platform, the partnership sets the stage for a new generation of premium electric vehicles specifically crafted for Chinese roads and preferences. The first wave of these models, spanning mid-size to full-size BEVs (battery electric vehicles), is set to arrive by 2025.

Showcasing Innovation: The AUDI E Concept

Front and centre of this new chapter is the AUDI E concept—a fully electric Sportback that’s more than just a glimpse into the future. The concept car embodies a synthesis of sleek, understated exterior design and unparalleled performance metrics. With two motors delivering a combined 570 kW and 800 Nm of torque, the E concept rockets from 0 to 100 km/h in just 3.6 seconds. Such figures are backed by the classic Audi quattro four-wheel drive, a testament to maintaining brand DNA even in the electrified era.

Its engineering speaks directly to the needs of Chinese consumers, who are notably younger, tech-savvy, and demand more from their in-car experience than many of their international counterparts. The 100-kWh battery promises up to 700 km of range under the CLTC standard, and with an 800-volt architecture, recharging the vehicle is as swift as filling a petrol tank—370 km of range can be replenished in just 10 minutes.

source: Audi

source: Audi

source: Audi

Tailored Design with a Touch of Familiarity

Designed with Chinese aesthetics and priorities in mind, the AUDI E concept’s interior strikes a balance between modern sophistication and practical connectivity. Key features include a pillar-to-pillar 4K touchscreen and a smart AI avatar, the AUDI Assistant, which serves as a virtual co-pilot, making every interaction seamless through touch or voice commands. This digital companion reflects a deep understanding of the region’s affinity for high-tech and personalized experiences.

Further enhancing the interior are innovative materials such as illuminated wood and microfiber, fashioned into a lamella design that brings architectural flair inside the cabin. These details are thoughtfully chosen to resonate with a generation that appreciates a marriage of tradition and modernity.

source: Audi

source: Audi

Future Ready and Focused

Döllner emphasizes that these advancements are not just about maintaining relevance; they’re about shaping the future of premium mobility. With China leading the charge as a major market for electric vehicles, the AUDI initiative is a declaration of intent—an investment not only in new models but in a new way of thinking and creating.