German luxury brands like Mercedes, BMW, and Audi have traditionally dominated the Chinese auto market, but times are changing. With local automakers rapidly advancing in the electric vehicle (EV) space, traditional players are rethinking their strategies. Audi has taken a bold step by creating a new sub-brand, simply called “AUDI,” which will focus entirely on electric vehicles.
The first production model under the AUDI name is set to debut on April 23 at Auto Shanghai, ahead of the public event running from April 25 to May 2. This new EV will be based on the AUDI E concept showcased last year, which will be exclusive to China. Unlike traditional Audi models, which offer various powertrains, the AUDI lineup will be exclusively electric.
The brand will collaborate with SAIC on this new sub-brand, with the first three models planned for release within the next two years, including an SUV and a Sportback. These vehicles will feature a unique design, abandoning Audi’s iconic Four Rings logo in favor of a bold “AUDI” script on the front and rear.
The first AUDI model will boast a bold new design, combining elements of a stylish Sportback with the practicality of an Avant. The car is expected to be heavily digital, with an array of screens and minimal physical buttons. Its Advanced Digitized Platform will be developed with SAIC, promising a more spacious interior.
Regarding performance and range, the AUDI model is expected to deliver exceptional results. It can travel up to 435 miles (700 km) on a full charge, based on the Chinese CLTC cycle, and can be fully charged in just 10 minutes, providing 230 miles (370 km) of range. The car will be powered by two electric motors, producing 764 hp and 590 lb-ft (800 Nm) of torque, allowing it to sprint from 0 to 62 mph (100 km/h) in just 3.6 seconds.
AUDI is specifically designed to appeal to young, tech-savvy Chinese consumers who demand high-performance, cutting-edge electric vehicles. While this sub-brand will be exclusive to China, Audi continues to produce long-wheelbase sedans and SUVs for the Chinese market under its main brand. With the launch of AUDI, the brand hopes to strengthen its position in the world’s biggest EV market and compete directly with China’s fast-growing electric car brands.