While German pride never seems to sleep, Audi has apparently decided that in China, it's better to "if you can't beat them, join them." In collaboration with Chinese car giant SAIC, a new, locally focused car brand has been created with the least original name ever - AUDI. And yes, it's written in capital letters. No legendary four circles. No nostalgia. No mercy. and its second model, the AUDI E SUV.
The first model of this “non-Audi” sub-brand, Audi E5 Sportback, was introduced recently and has been surprisingly well-received – although it’s more of a crossover than a station wagon and looks like its designers were accidentally locked in a room with renderings from Blade RunnerNow comes the second player: the AUDI E SUV concept, premiered at the show Auto Guangzhou 2025And if the design language is foreign to you, you're not alone – even in Ingolstadt they're not entirely clear on what's actually going on.
This SUV, which measures as much as 5057 mm, and an impressive 2042mm wide, it's a serious piece of iron – or rather lithium and silicon. With a 3060mm wheelbase, it's aimed at Chinese buyers who value rear-seat space more than anyone else in the world. It's almost 1.8 metres tall, meaning you won't be ashamed to drive it past a boutique office in Shanghai.
Big, electric and quite confident
Although it's still a concept, there's little doubt that this "electric luxobarge" will be on the road in one form or another. already in 2026The platform is the same as for E5 – ADP (Advanced Digitized Platform), developed together with SAIC, which in practice means: lots of screens, lots of electricity, lots of everything.
Visually? Typical of the new era – smooth lines, hidden handles, huge 23-inch wheels and cameras instead of mirrors. And that AUDI logo screaming from the back of the car, where you would once expect elegant four circles. Some would say “brave”, others “blasphemous”, but we say – “welcome to 2025”.
Technical sweets: battery for a five, acceleration for a tick
Inside the SUV's guts is a 109-kWh battery that promises more than 700 km of range under China's rather optimistic CLTC standard. Realistically? Expect around 550 km – which is still enviable. And yes, a 10-minute quick charge is said to be enough for an additional 320 km. So, another espresso and you're on your way from Beijing to Hangzhou.
Drivetrain? Electric of course, four-wheel drive of course. Two motors, one for each axle. The Quattro designation remains, although traditionalists are probably blushing a little. 0 to 100 km/h in 5 seconds? Just enough to overtake a Tesla Y on the Chinese ring road.
Price? More than E5, but still “homemade”
Although prices have not yet been revealed, the new AUDI SUV will undoubtedly be more expensive than AUDI E5 Sportback, which starts at (almost ridiculous by European standards) $33,000 and ends at $45,000 for top-of-the-line equipment. For comparison: the average Q8 e-tron is almost twice as expensive in Europe – and already retired.
Context: Why does AUDI even exist?
European manufacturers have been struggling in China for some time with domestic competition that offers more technology, more functionality and often better design – all for a lower price. Audi has therefore decided on a tactical move: instead of the classic “Made in Germany” approach, he has created a locally focused brand that adapts to a market where users are more digitally demanding than ever before.
Interesting? BMW has its own “Zinoro” sub-brand (although it is a paler shade), and Mercedes, in collaboration with the Chinese BAIC offers long limousines with interiors more glittering than Macau. In short, the playing field is changing, and so are the rules.
Conclusion: Four rounds? That's how 2020 is.
Audi It may not win European hearts with its second model, but that was never the intention. The Chinese market is a world of its own – and Audi with a capital letter seems ready to play by its rules. Is this the future of motoring or just a clever maneuver in the fight for survival?
One thing is for sure: the next time you see a car without four wheels, but with a big AUDI lettering, know this – this is not a typo. This is the new reality.
