Audi has launched a new premium electric vehicle (EV) brand, “AUDI,” in collaboration with SAIC Motor, aimed at developing competitive EV models tailored for the Chinese market.
This strategic move will leverage China’s supply chain to create high-end smart EVs and accelerate Audi’s presence in the rapidly growing EV sector in China.
The “AUDI” brand was introduced at an event yesterday, featuring a logo with the “AUDI” lettering, a departure from Audi’s iconic four-ring emblem. The partnership with SAIC Motor, which started with an agreement in May 2023, focuses on co-developing advanced smart EVs under the new joint venture, SAIC Audi. The goal is to create a lineup of EV models, with the first set to launch in 2025.
Under the AUDI brand, the development cycle for new vehicles has been significantly reduced from 18 months to 12 months, enabling faster responses to market demands. The new brand benefits from a more flexible decision-making process compared to Audi’s other Chinese joint ventures.
The CEO of AUDI, Song Feiming, announced that this initiative is part of a long-term project set to last for the next decade, emphasizing the brand’s commitment to the local market.
At the event, Audi unveiled the E Concept car, a B-segment Sportback model based on the Advanced Digitized Platform, which is 95% ready for production.
Expected to launch in the first half of 2025, the E Concept features a shooting brake design, resembling the Nio ET5 Touring. With dimensions between the Audi A4L and A6L, it offers a spacious and sleek design, measuring 4,870 mm in length, 1,990 mm in width, and 1,460 mm in height.
The E Concept is powered by a 100 kWh lithium ternary battery from CATL and features 800-volt charging technology. With a range of over 700 kilometers on a full charge, it can achieve 370 kilometers of range with just a 10-minute charge.
The car also boasts advanced smart driving features, including a roof-mounted LiDAR system, with software provided by local startup Momenta. This partnership enables advanced driving capabilities both on highways and in urban environments.
The vehicle’s smart driving system is expected to compete with the Nio ET5 Touring, with a similar price range of approximately RMB 300,000 ($41,970). Production of the vehicle is scheduled to begin in August 2025 at SAIC’s Anting plant in Shanghai.
