Audi has introduced a new EV sub-brand dedicated to the Chinese market. Called “AUDI”, this new brand is part of an extended joint venture set up with partner Shanghai Automotive Industry Corporation (SAIC), which also owns British-born carmaker MG Motor. The two also unveiled the AUDI E concept, which offers a preview of three future production models to be introduced from mid-2025 onwards.  

1. New AUDI brand to have three models by 2027
2. First model will be an estate based on E concept
3. All models to feature 800V electric architecture

AUDI E concept: what is it?

The AUDI E concept, unlike existing Audi models, forgoes the brand’s traditional four-ring emblem, signalling a fresh direction in both design and branding. At 4,870mm long, 1,990mm wide and 1,460mm high, it is slightly larger than the newly introduced Audi A5 Avant. A longer 2,950mm wheelbase is claimed to provide the AUDI E concept with greater interior space and accommodation than its internal combustion engine sibling.

The new AUDI model’s styling combines flamboyant LED light designs with clean and largely unadorned surfacing to provide the E with a more monolithic appearance than the more recent models from the main Audi brand.

Based on the new Advanced Digitized Platform developed by Audi and SAIC, it features an 800-volt electric architecture and a dual-electric motor drivetrain that delivers a combined 754hp. With Quattro four-wheel drive and torque vectoring capability, AUDI claims a 0-100kph time of 3.6 seconds.

A 100kWh battery also provides the Audi E with a range of over 700km under China’s CLTC test standards. While the details about the charging rate are yet to be revealed, the first model from the AUDI sub-brand is claimed to offer a 300km replenishment in electric energy stores in 10 minutes on a high-powered DC charger. Other features being touted for the upcoming production version of the new estate model are four-wheel steering and air suspension.

Inside, the AUDI E boasts a single free-standing curved touchscreen digital display and seating for four on individual seats, front and rear. Reflecting its luxury positioning, its interior features a combination of natural fibres and wood trims.

New AUDI EV brand to have three models by 2027

The new AUDI brand targets younger, tech-oriented Chinese EV buyers. As a first model, a new AUDI E concept electric estate was revealed. The production version of this concept is set to go into production in 2025. There are plans to add an all-electric sedan in 2026 and an SUV in 2027 after the estate, which goes on sale in 2025. Significantly, the first AUDI model was developed in just 18 months – less than half of the time taken for the traditional Audi models.

The expansion of the existing joint venture operations between Audi and SAIC aims to harness the former’s reputation for design and engineering with the latter’s speed-to-market capabilities and local expertise.