AUDI, Not Audi: A New EV Sub-Brand Prepares for Launch
Audi, a long-standing presence in China’s luxury car market, is adapting to the evolving automotive landscape. With local automakers gaining ground, the German brand is shifting gears. To stay competitive, Volkswagen Group is launching a China-exclusive sub-brand called AUDI — yes, in all caps. This new venture is focused solely on electric vehicles.
The first production model will be revealed at Auto Shanghai on April 23. This unveiling signifies the beginning of an ambitious plan to establish AUDI as a major player in the world’s largest car market.
A Bold New Approach
Unlike the Audi models sold globally, AUDI vehicles will forgo the brand’s iconic Four Rings emblem. Instead, the cars will feature a bold “AUDI” script across the front, signaling a new identity. This isn’t just a marketing tactic; the models are being developed in collaboration with SAIC, a major Chinese automaker. This collaboration allows for accelerated development times and designs tailored specifically for Chinese consumers.
The AUDI E Concept
The initial AUDI model will be a production version of the AUDI E concept, which debuted last year. While precise details are still under wraps, the concept vehicle hinted at a sleek, wagon-like EV with a tech-heavy interior, minimal physical buttons, and an expansive screen layout. With a wheelbase longer than the A6 Avant, it is expected to provide a generous interior space while maintaining a stylish, sporty design.
High Performance, Fast Charging
The E concept showcased impressive performance figures. These included a 100-kWh battery capable of delivering up to 435 miles (700 km) of range under China’s optimistic CLTC test cycle. It also featured an 800-volt architecture for ultra-fast charging, allowing the battery to gain 230 miles (370 km) of range in a mere 10 minutes.
Dual motors are said to produce 764 horsepower and 590 lb-ft of torque, enabling a 0-62 mph sprint in just 3.6 seconds. If these numbers translate to the production version, AUDI could make a strong impression in China’s growing high-performance EV market markets.
More Models Are on the Way
The upcoming debut is not just about one car; AUDI has broader plans. Over the next two years, the sub-brand will introduce at least two more models: an SUV and a Sportback. These vehicles will share the same Advanced Digitized Platform co-developed with SAIC. This will benefit from a streamlined production process that is reported to have reduced development times by 30%.
Audi is no stranger to offering exclusive models in the region. The brand already sells long-wheelbase versions of its sedans and SUVs specifically tailored to Chinese buyers’ preferences. However, AUDI represents a more significant step. This is because it is an entirely separate sub-brand designed to cater to younger, tech-savvy consumers in an increasingly competitive EV market.
Final Thoughts
The launch of AUDI comes at a time when Audi’s overall sales in China have dipped, falling 10.9% in 2024 to 653,016 units. With domestic brands like BYD dominating the EV market, legacy automakers must evolve quickly to keep pace. The success of AUDI will depend on how well it resonates with Chinese buyers. However, if the concept’s specifications are anything to go by, this new sub-brand could give VW Group a much-needed boost in the market.
