Audi is launching a new brand in China: “AUDI” introduces first concept car

Audi launched today in Shanghai, China its first new brand alongside the Audi E concept: AUDI – without the four rings logo but spelled in four capital letters – signals both the connection to and differentiation from the sister brand. It offers a preview of three future production models to be introduced from mid-2025 

Audi launched today in China its first new brand alongside the Audi E concept: AUDI – without the four rings logo but spelled in four capital letters – signals both the connection to and differentiation from the sister brand. It offers a preview of three future production models to be introduced from mid-2025. The AUDI E concept car was jointly developed by experts from both Germany and China. The new joint program offers the best of two worlds in automotive development. It combines the strengths of Audi with SAIC’s innovation speed. 

Audi brings know-how in premium products and design, overall vehicle development, and engineering to the table. SAIC offers fast innovations, a well-established technology ecosystem, and deep insight into the local market’s demands. The result of this combination: the Advanced Digitized Platform. With a length of 4,870 mm, 1,990 mm in width and 1,460 mm in height, plus a wheelbase of 2,950 mm, the AUDI E concept is positioned as a fully electric Sportback. Thanks to the new Advanced Digitized Platform, the AUDI E concept comes with perfect proportions and a highly differentiated exterior design language. Inside, a spacious, stylish, and digitalized interior offers great practicality and a fully connected in-car experience. 

The E concept also delivers Vorsprung durch Technik through clear figures: two electric motors, located on the front and rear axles, deliver a total power output 570 kW and 800 Nm. Together with signature Audi quattro four-wheel drive, this enables acceleration from 0-100 km/h in 3.6 seconds. The vehicle also drives like a real Audi in terms of comfort as well as dynamics. In addition, the AUDI E concept has adopted China-specific and highly innovative driver assistance functions. They offer a driving experience that is equally relaxing and safe – be it on highways, in dense megacity traffic, and even when using automated parking. The concept car is equipped with a 100-kWh battery, enabling a range of 700 km measured in accordance with CLTC when fully charged. The Advanced Digitized Platform also boasts an innovative 800-volt architecture with super-fast charging: just 10 minutes of rapid charging are enough for more than 370 km of range – meaning charging is as quick and convenient as refueling a conventional automobile. 

The interior design team prioritized the combination of the comfort the brand is known for and seamless integration of technology. Users thus experience the AUDI E concept a stylish, comfortable, and connected oasis fit for the urban lifestyle in China’s megacities. The center console offers open storage space for two phones. The curved pillar-to-pillar 4K touch display offers a new dimension of intuitively accessible information. The digital exterior mirrors are integrated into this display. The doors integrate illuminated wood and microfiber in a three-dimensional lamella design – an innovation inspired by modern architecture. It creates a fascinating union of natural materials and present technology. The Audi E concept’s operating system AUDI OS represents a completely new way of interaction – smartly curated to the customer and their requirements. The result is a digital and physical stage tailored to all passengers in the car. Especially during digital interactions, all crucial information is positioned and presented on the top-level menu. A rich entertainment and app ecosystem with a store for apps and individualized via facial recognition offers many smart solutions in the car. The smartphone interface allows seamless integration of the users’ personal device. 

Smart controls: The AUDI Assistant, an AI avatar, is staged at the center of the interior, offering touch and voice controls. Its design conveys emotional feedback when interacting. The AUDI Control, a touch sensitive bar, found below the AUDI Assistant on the center console, is a perfect example of touch controls and digital features combining in one premium design piece. It can be used to navigate any content on the large screen effortlessly. It adapts contextually to any function or content users are interacting with.