Audi is opening a new chapter in China with the AUDI sub-brand – an electric revolution developed together with SAIC. The first model will debut in Shanghai in April and promises impressive figures: 764 hp, 800-volt architecture and a range of up to 700 km!
China's auto industry has exploded in recent years. Domestic manufacturers such as BYD, No and Xpeng, have become real competition to the German giants. Audi, which entered China back in 1988, is now adapting to new conditions – by establishing a special sub-brand AudiThis will be exclusively available to Chinese customers and will only offer electric cars.
Many questions arise from the name itself. Why? Audi and not Audi? Simple – the new name emphasizes that it is a separate, specific sub-brand that targets younger, technology-conscious customers. Unlike the classic models from Ingolstadt, AUDI cars will not carry the famous four circles, but only the name “AUDI” in large letters.
The first model, a production version of last year's Concept E, will be officially unveiled at the Auto Shanghai on April 23. Together with its partner Chinese giant SAIC, Audi plans to launch two additional models over the next two years – SUV and Sportback.
Underneath the elegant bodywork is a battery with 100 kWh capacity, which allows reaching up to 700 kilometers (435 miles) by the optimistic Chinese CLTC standard. The biggest advantage? 800-volt architecture, which enables incredibly fast charging – just 10 minutes for 370 km (230 miles) of range.
The drive consists of two electric motors, which together produce as much as 764 hp (566 kW) and 800 Nm of torque. Result? Acceleration from 0 to 100 km/h in 3.6 seconds – worthy of a real sports machine.
A digital future without buttons
The interior of the AUDI E concept is futuristic and even more digitalized than the current models from Ingolstadt. There are almost no physical buttons, as all functions have been taken over by numerous screens and smart systems. It is expected that the production version will offer even more advanced infotainment, tailored to Chinese users.
Big platform, even bigger goals
Technically, the AUDI E concept is a pretty interesting machine. It's built on a completely new platform Advanced Digitized Platform, developed jointly with SAIC. With a length of 2950 mm wheelbase It is even longer than the current Audi A6 Avant, which means it will offer exceptional spaciousness.
Audi says its partnership with SAIC allows it to shortening the development cycle by 30 percent, which means faster market adaptation and technological advantages in the fight against domestic competitors.
Is this the Audi of the future?
AUDI as a sub-brand is an interesting strategic move. On the one hand, it allows Audi to directly compete with the Chinese electric giants without negatively affecting its global premium image. On the other hand, it raises the question: Will this experiment be limited to China, or can we expect similar moves elsewhere in the future?
Price-wise, these models are expected to be competitive Tesla Model S and Xpeng P7, and Zeeker 7X which means price in class 50,000–70,000 euros (approx $55,000–$75,000).
One thing is certain: Audi will not give up and will show China that it can still play in the first league in the electric age. Despite the fact that the first AUDI without four laps, will still be undisputed – Audi.
