Audi is making a bold move in the Chinese market by launching a new electric vehicle brand, “AUDI,” specifically tailored to the region. Announced during a press event in Shanghai, this rebranded version of Audi will debut without its famous four-ring logo. Instead, the new brand will feature a simple “AUDI” emblem, highlighting its distinct approach to design and branding in China.
Audi has had a presence in China since the late 1980s, but this rebrand signifies a shift in strategy to capture the evolving Chinese automotive market. Developed in partnership with Chinese automaker SAIC, the new AUDI vehicles will forgo the “e-tron” branding used on Audi EVs in other markets. This move is aimed at creating a unique identity that resonates with Chinese consumers, focusing on innovation and high-performance EV technology.
The first model under this brand, the “E concept,” showcases Audi’s new design direction for China. The E concept is a sleek station wagon engineered specifically for Chinese driving needs, with a streamlined aesthetic that veers away from Audi’s typical design language. The vehicle has a minimalist look with smooth, flowing lines and a distinctive front fascia reminiscent of the Lucid Air, setting it apart from the traditional Audi lineup. At the rear, a striking roof-mounted spoiler adds a touch of sporty elegance, while inside, a spacious cabin features multiple digital displays and ambient lighting to enhance the luxury experience.
Performance-wise, the E concept impresses with its dual electric motor setup, producing a combined 764 horsepower and 590 lb-ft of torque. This all-wheel-drive powerhouse can accelerate from 0 to 62 mph in just 3.6 seconds and offers an estimated range of 435 miles per charge—figures that showcase both speed and efficiency for EV drivers.
While the E concept is exclusive to China, Audi has also introduced the A6 e-tron earlier this year, which includes a wagon variant. Although it’s not yet slated for the U.S., Audi’s recent introduction of the A6 Avant suggests there could be hope for future wagon-style EVs in the American market.
This launch marks an exciting new chapter for Audi as it adapts to the rapidly changing preferences in China’s automotive market. With the AUDI brand, the German automaker is not only redefining its approach to EVs but also showing its commitment to innovation and design tailored for local markets.
Elizabeth Puckett