Audi Unveils New Brand and EV Concept for China
Nov 8, 2024
Audi has taken a significant step to strengthen its position in China by introducing the new brand "AUDI" and an advanced electric vehicle (EV) concept. This strategy was developed in collaboration with Chinese automotive giant SAIC.
Departing from its traditional logo, the new "AUDI" brand uses a wordmark instead of the iconic four-ring emblem. The AUDI E concept, a product of Audi and SAIC’s partnership, features a 570 kW (764 hp) dual-motor setup that accelerates from 0 to 60 mph (96 km/h) in just 3.6 seconds. It’s powered by a 100 kWh battery and incorporates 800-volt architecture, enabling a range of 370 km (229 miles) with just 10 minutes of charging.
The sleek design of the AUDI E concept, measuring 4,870 mm in length, emphasizes a minimalist style with smooth wheel arches and ambient lighting. The interior boasts a 4K curved display and light wood and microfiber accents inspired by modern architecture.
Innovative Technology with AUDI OS
Built on the Advanced Digitized Platform, a joint project between Audi and SAIC, the concept reduces development time by more than 30%. Three production models based on this platform will go on sale starting in 2025. The AUDI E concept also introduces the new AUDI OS operating system, which includes an AI-powered assistant, facial recognition, and a robust app ecosystem designed for China’s tech-savvy consumers.
