Audi launches standalone EV brand called AUDI

Audi partners with SAIC for new AUDI EV brand for the PRC

Sales of electric vehicles (EVs) globally may be on the downturn, but in the People's Republic, EVs continue to be popular modes of transportation. In fact, German automaker Audi recently debuted its new standalone EV brand, aptly named AUDI.

No, we're not kidding. That is indeed the name of the company's new electric car company in China. But what makes it different from the sister brand that bears the four rings? Well, unlike Audi, the EV brand has no rings on its logo and instead uses the name “AUDI” as its logo. For the automaker, this signals both the connection and differentiation from its sister brand, which was made possible in cooperation with SAIC.

The new AUDI brand is based and tailored for the Chinese market and represents the best of both worlds – unmistakable Audi DNA meets China innovations. As a result, the company came up with the AUDI E concept which they claim will be a benchmark for a new generation of vehicles.

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 that uses the innovative Advanced Digitized Platform. For AUDI, the concept comes with perfect proportions and a highly differentiated exterior design language that consists of a sleek roofline, eye-catching LED lighting signatures, and massive alloy wheels wrapped in low-profile tires.

At the heart of the AUDI E concept is a 100 kWh battery pack which allows the vehicle to travel up to 700 km based on the CLTC cycle. It also benefits from an 800V architecture that allows for super-fast charging. A 10-minute recharge will immediately give the AUDI E concept up to 370 km of range which is nearly as fast as refueling.

In terms of output, the concept comes with a pair of electric motors that provide a total system output of 775 PS and 800 Nm of pull. Paired with the brand's all-wheel drive quattro system, the company claims the concept can sprint from 0 – 100 km/h in 3.6 seconds.

Open the doors and the concept invites you into a comfortable, high-tech, and sustainable interior. A massive curved 4K touch-sensitive display surrounds the driver and front passenger and serves as the instrument cluster and infotainment system. It also has dedicated displays that serve as the car's digital side mirrors.

Also worth mentioning is the AI-backed AUDI Assistant that serves as the vehicle's intelligent companion and a touch-sensitive bar called AUDI control. Last but not least, the cabin comes equipped with LED ambient lighting, illuminated wood trim pieces, microfiber upholstery, and a flat-bottom steering wheel.

“The joint platform will be the basis for a new generation of state-of-the-art intelligent connected vehicles exclusive to China. The upcoming models are aimed at a promising and simultaneously demanding new customer segment. The cooperation will further expand the Audi portfolio of battery electric vehicles (BEV) in China and accelerate the company’s transformation in the world’s largest market,” said Audi CEO Gernot Dollner.

In the future, AUDI will release three EV models in the midsize and full-size segments which will likely borrow inspiration from the E concept.