German luxury brands have long dominated the Chinese auto market, but times are changing. With local automakers rapidly advancing in the electric vehicle (EV) space, traditional players like Mercedes, BMW, and Audi are rethinking their strategies. Among them, Audi has taken a bold step by creating a new sub-brand, simply called “AUDI,” which will focus entirely on electric vehicles.
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The First “AUDI” Model to Debut in April
During a recent conference, Audi’s CEO Gernot Döllner confirmed that the first production model under the AUDI name will be unveiled at Auto Shanghai on April 23, ahead of the public event running from April 25 to May 2. This new EV will be based on the AUDI E concept showcased last year. Unlike traditional Audi models, which offer various powertrains, the AUDI lineup will be exclusively electric.
A Unique Collaboration with SAIC
Unlike Audi’s usual models developed within the Volkswagen Group, AUDI vehicles are being co-engineered with Chinese automaker SAIC. The brand aims to launch three models within the next two years, including an SUV and a Sportback. These vehicles will have a distinct identity, ditching Audi’s iconic Four Rings logo in favor of a bold “AUDI” script on the front and rear.
A Bold New Design For China-Only Models
The first AUDI model will break away from the design language of global Audi vehicles. Based on the E concept, it combines elements of a stylish Sportback with the practicality of an Avant. Inside, the car is expected to be heavily digital, featuring an array of screens with minimal physical buttons—though the final production version may see some changes.
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Built for Performance and Range
The first AUDI model sits on a new Advanced Digitized Platform developed with SAIC. It is slightly larger than the A5 Avant but smaller than the A6 Avant. Thanks to its dedicated EV architecture, it promises a more spacious interior. The concept version featured a long 116.1-inch (2950mm) wheelbase—longer than the A6 Avant—allowing for a large 100-kWh battery.
Regarding range, AUDI claims the vehicle can travel up to 435 miles (700 km) on a full charge, based on China’s CLTC cycle. The 800-volt architecture enables ultra-fast charging, with just 10 minutes of charging providing 230 miles (370 km) of range. The car will be powered by two electric motors, producing a combined 764 hp and 590 lb-ft (800 Nm) of torque. This setup allows it to sprint from 0 to 62 mph (100 km/h) in just 3.6 seconds.
Targeting China’s Young, Tech-Savvy Buyers
AUDI is specifically designed to attract young, tech-focused Chinese consumers who demand high-performance, cutting-edge electric vehicles. While this sub-brand will remain exclusive to China, Audi continues to produce long-wheelbase sedans and SUVs for the Chinese market under its main brand.
In 2024, Audi’s sales in China declined by 10.9% to 653,016 units, but the country remains its largest market, selling over three times more cars than in the U.S. With the launch of AUDI, the brand hopes to strengthen its position in the world’s biggest EV market and compete directly with China’s fast-growing electric car brands.
