Audi has announced a significant departure from its traditional branding, unveiling a new sub-brand, AUDI, specifically for the Chinese market in collaboration with SAIC Motor. This bold move sees the iconic four-ring logo replaced with a minimalist all-caps lettering for its first electric vehicle, the AUDI E concept.
The decision to create a separate sub-brand, rather than simply extending the existing Audi brand, appears strategically driven by the partnership with SAIC. This allows for a distinct identity that acknowledges the collaboration while differentiating it from established Audi models. The absence of the familiar four rings isnât a complete abandonment; they remain synonymous with Audi's global presence, while this new venture charts a fresh course in the competitive Chinese automotive sector.
The AUDI E concept car itself represents a significant step forward in electric vehicle technology. Presented as a fully electric Sportback, it boasts impressive specifications. Measuring 4.87 metres long, 1.99 metres wide, and 1.46 metres high, with a 2.95-metre wheelbase, the vehicleâs dimensions closely resemble those of an Audi A5, albeit with a distinctly different aesthetic. The design is notably futuristic, with illuminated "AUDI" lettering replacing traditional wheels and black panels incorporating advanced LED lighting and driver-assistance sensors in place of conventional grilles. The overall silhouette is described as muscular, with a flowing roofline that blends coupe and station wagon elements, resulting in a unique and striking appearance.
Inside, the AUDI E concept prioritises a minimalist, tech-forward cabin. A curved 4K touchscreen spans the width of the dashboard, integrating the instrument panel, entertainment system, and digital mirrors. This is supplemented by an AI-powered AUDI Assistant and a touch-sensitive control bar, AUDI Control, with physical controls limited to the windows and steering wheel buttons. The interior features microfiber upholstery and illuminated wood details, aiming for a luxurious and technologically advanced feel tailored to the preferences of the Asian market.
Performance-wise, the AUDI E packs a considerable punch. Powered by two electric motors â one on each axle â it delivers a combined output of 764 horsepower and 590 pound-feet of torque. This translates to a 0-62 mph acceleration time of just 3.6 seconds. The 100 kWh battery provides a claimed range of 700 km (approximately 435 miles), supported by a super-fast charging system capable of adding 370 km (approximately 230 miles) of range in 10 minutes.
Audi has stated that the AUDI E, and subsequent models developed under this sub-brand, will embody the brandâs "Vorsprung durch Technik" philosophy, emphasising quality, efficiency, progress, and technological innovation, particularly in the realm of intelligent vehicles. Three further production models are expected to follow, with manufacturing slated to commence mid-next year. This new venture represents a significant strategic move for Audi, leveraging the burgeoning Chinese electric vehicle market while simultaneously showcasing innovative design and technology. While the absence of the four-ring emblem is undeniably striking, the AUDI sub-brand signals a confident step into the future of automotive design and market segmentation.
