Audi Unveils a New Electric Vehicle Brand Exclusively for the Chinese Market
In a notable move, Audi has decided to depart from its iconic four-ring emblem. Instead, vehicles under this new brand will feature the word “AUDI” prominently on their bodies.
The launch of this sub-brand is part of Audi’s expansion and adaptation strategy in China. The new brand is a result of the collaboration between Audi and SAIC Motor, one of China’s largest automotive groups.
China is currently the world’s largest market for electric vehicles, with fierce competition from domestic brands such as BYD, NIO, Xpeng, and Tesla. Meanwhile, European brands, including Audi, are seeing their market share diminish. To regain their edge, Audi has decided to establish a separate brand targeting young, tech-savvy, and modern design-oriented consumers.
However, this change in brand identity also raises questions about consumer acceptance, especially among those loyal to Audi’s traditional design.
The first electric vehicle under this brand is expected to be unveiled at the 2025 Shanghai Auto Show. It is developed based on the Audi E concept, which was introduced by Audi in 2024.
The Audi E is smaller than the A6 Avant but has a longer wheelbase of approximately 2,950 mm. It combines the Sportback and Avant styles, featuring a large square LED cluster at the front that integrates daytime running lights and turn signals.
The vehicle is equipped with two electric motors, delivering a combined output of 764 horsepower and 800 Nm of torque. This enables it to accelerate from 0 to 100 km/h in just 3.6 seconds. Under the floor is a 100 kWh battery pack, offering a range of 700 km on a single charge.
Audi has not yet revealed the interior design or pricing details of the Audi E. According to their plan, after the Audi E, the company will introduce an SUV and another Sportback model in China next year.
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