All hat cases
Audi has been a staple in the Chinese luxury car market, but German brands are shifting gears as local automakers grow. To stay competitive, Volkswagen Group is launching a Chinese-proprietary sub-brand called Audi – yes, on all caps – focusing only on electric vehicles. The first production mode will be unveiled in Shanghai on April 23, marking the beginning of an ambitious plan that establishes Audi as a major player in the world’s largest automotive market.
A bold new way
Unlike Audi models sold globally, Audi vehicles will not carry the brand’s signature four ring logo. Instead, these cars will have a bold “Audi” script on the front, which marks a new identity. This is more than just a marketing tweak – these models were developed in partnership with SAIC, a major Chinese automaker, to allow faster development times and designs tailored specifically for Chinese consumers.
Audi E Conceptaudi
The first Audi model will be a production version of the Audi E Concept, which debuted last year. While official details are still in the package, the concept hints at a stylish, van-like electric car with high-tech interiors, minimal physical buttons and a spacious screen layout. The wheelbase is longer than the A6 Avant and is expected to offer spacious interior space while maintaining a sleek, sporty design.
High performance, fast charging
The E concept demonstrates impressive specifications: a 100-kilowatt battery can provide up to 435 miles (700 kilometers) of range under China’s optimistic CLTC test cycle. It also has an 800-volt building that can be used for ultra-fast charging, allowing the battery to gain 230 miles (370 km) in just 10 minutes.
Audi E Conceptaudi
The dual electric motor delivers 764 horsepower and 590 lb-ft of torque, achieving a 0-62 mph sprint in just 3.6 seconds. If these numbers continue to the production version, Audi could be impressed in China’s growing market for high-performance electric vehicles.
More models are on the way
The upcoming debut is more than just a car – Audi has bigger plans. Over the next two years, the sub-brand will introduce at least two other models: SUV and Sportback. These vehicles will share the same advanced digital platform developed with SAIC, which benefits from a simplified production process, reporting a 30% reduction in development time.
Audi E Conceptaudi
Audi is no stranger to offering exclusive models in the area. The brand has sold long-wheel versions of its sedan and SUVs targeting Chinese buyers’ preferences. However, Audi is a more important step as it is a completely independent sub-brand designed to meet young, tech-savvy consumers in the increasingly competitive EV market.
The final thought
Audi’s launch comes as Audi’s overall sales in China fell 10.9% in 2024 to 653,016 units. With domestic brands like Byd dominating, traditional automakers must grow rapidly to keep up. Audi’s success will depend on how much it resonates with Chinese buyers, but if any measures are to be taken for the specifications of the concept, it could give the Volkswagen Group a much-needed enhancement in the market.
