Audi Launches China-Exclusive EV Sub-Brand: AUDI
Audi, a long-standing luxury car brand in China, is adapting to the growing market by launching a China-exclusive sub-brand: AUDI. This new venture will focus entirely on electric vehicles and represents a significant shift for the German automaker.
A Bold New Approach
Unlike Audi models sold globally, AUDI vehicles will stand out with a unique identity. They will feature the “AUDI” script prominently across the front, foregoing the iconic Four Rings emblem. These models are being developed in collaboration with SAIC, a major Chinese automaker. This partnership allows for faster development cycles and designs tailored to Chinese consumers’ preferences.
High Performance, Fast Charging
The production version of the AUDI E concept, first revealed last year, is expected to debut at Auto Shanghai on April 23rd. The E concept showcased promising specifications: a 100-kWh battery offering up to 435 miles (700 km) of range based on China’s CLTC test cycle. It incorporates an 800-volt architecture enabling rapid charging, and the battery can add 230 miles (370 km) of range in just 10 minutes.
Dual motors powered the concept, delivering 764 horsepower and 590 lb-ft of torque. This setup enabled a 0-62 mph sprint in 3.6 seconds. If the production model maintains these performance metrics, AUDI could make a strong impact in the rapidly growing high-performance EV market in China.
More Models in the Pipeline
The launch of the first model is just the beginning. AUDI plans to introduce at least two more models, an SUV and a Sportback, within the next two years. These vehicles will share the same Advanced Digitized Platform co-developed with SAIC, with production processes that have reduced development times by a reported 30%.
AUDI represents a significant step for Audi, which already offers long-wheelbase versions of its sedans and SUVs in China. This new sub-brand is designed to cater to younger, tech-savvy consumers in a more competitive EV market.
Final Thoughts
The launch of AUDI comes at a pivotal time. Audi’s overall sales in China dipped 10.9% in 2024, totaling 653,016 units. As domestic brands like BYD dominate the EV landscape, legacy automakers must adapt swiftly. The success of AUDI will depend on how well it connects with Chinese buyers, but the concept’s specifications offer a promising starting point for the Volkswagen Group’s resurgence in the market.
