Audi has launched a "new brand" for EVs in China – called simply AUDI – as part of an expanded joint-venture operation with long-time partner SAIC.
The "new brand", which is aimed at younger, tech-oriented Chinese EV buyers, was revealed along with the new AUDI E electric estate concept.
Planned to go into production in 2025, the E is the first of three new AUDI models, the others being a saloon and SUV set for introduction in China in 2026 and 2027.
The expansion of the joint operations of Audi and MG owner SAIC aims to harness the former’s reputation for design and engineering with the latter’s speed-to-market capabilities and local expertise.
Significantly, the first AUDI model was developed in just 18 months - less than half the time of traditional Audi models.
Audi CEO Gernot Döllner emphasised that the Audi-SAIC partnership provides a foundation for a “new generation of advanced, intelligent vehicles, which will be exclusive to China”.
"The joint platform allows us to address a promising yet demanding segment with state-of-the-art connected vehicles," he said.
Unlike existing Audi models, the E forgoes the brand’s traditional four-ring emblem, signalling a fresh direction in both design and branding.
At 4870mm in length, 1990mm in width and 1460mm in height, it's slightly longer, wider and taller than the new Audi A5 Avant combustion estate, albeit with a longer wheelbase (2950mm), which is claimed to provide it with greater interior space and accommodation.
The styling of the E combines flamboyant LED light designs with clean and largely unadorned surfacing, to provide it with a more monolithic appearance than more recent models from the main Audi brand.
Based on the new Advanced Digitalised Platform developed by Audi and SAIC, it features an 800V electrical architecture and a dual-motor drivetrain that delivers a combined 754bhp and up to 590lb ft of torque. With Quattro four-wheel drive and torque vectoring capability, AUDI claims a 0-62mph time of 3.6sec.
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Audi launching a brand called AUDI is one of the funniest things I've read for quite a while. Cheered me up enormously. Now let me read about that new SEAT....
Dear Audi
Please can we have AUDI's in the UK from now on instead of Audi's.
Thank you
And for the uninitiated, 435 miles on CLTC means about 285 on planet earth.
Care to back that claim up with some facts? You know, for us, the uninitiated.
Well looking on a site licrco, they compared testing under CDC and WLTP and cited an example of 389km vs 509Km for the same vehicle. Then looking at WhatCar there testing shows take 20% off WLTP to get to real world range. Which oddly gets you very close to the figues the guy quoted. So i would say his figure is a 'realistic conservative' estimate.