Left hand, meet right. That seems to be Audi’s grand strategy with the launch of the new “AUDI” brand in China, a move they hope will strike a chord with local buyers. Beyond the all-caps name (as if shouting it will somehow make it cooler), this new venture drops the traditional four rings logo to “signal both the connection to and differentiation from the sister brand”. To mark the launch, Audi has unveiled a concept model called the AUDI E, offering a glimpse of what we can expect from the marque in China. Audi, the mother brand, claims this identity offers the best of both worlds: “unmistakable Audi DNA meets China innovations.” Translation: it’s an Audi, but not really… except it totally is. Still confused? Don’t worry, Audi helpfully clarifies: “AUDI is shaped 100-percent by the Audi DNA and embodies ‘Vorsprung durch Technik’ in the era of electric intelligent connected vehicles”. Glad we got that sorted out. AUDI, the offspring brand, is a joint venture between Audi and domestic powerhouse SAIC, led by Fermín Soneira, formerly Audi’s Head of Product Line for Electric Models. The concept shown today previews three future production models expected to roll out starting in mid-2025.

The AUDI E concept is described as a fully electric Sportback, and the “benchmark” for a new generation of vehicles. It measures 4,870 mm long, 1,990 mm wide, and 1,460 mm tall, with a wheelbase of 2,950 mm. For reference, that’s roughly the same footprint of the ICE-powered Audi A5, though the design language is different, as it was specifically “tailored for Chinese customers”.  The absence of the four-ring logo is immediately noticeable as it has been replaced by illuminated AUDI lettering at both ends of the car, as well as the center caps on the wheels. Instead of a traditional grille and intakes, the E concept features black loops housing advanced LED lighting elements and sensors for the vehicle’s ADAS systems. The result is a face that’s familiar enough to register as Audi but deliberately styled to suggest it’s something… else. The silhouette is defined by broad, muscular fenders, a flowing roofline, and Sportback proportions that walk the line between a coupe and a wagon. At the back, the slightly recessed rear windshield adds somewhat of an exotic coupe flair to the design.

 

Moving to the interior, the AUDI E concept wraps its cabin in microfiber upholstery and illuminated wood accents. Dominating the dashboard is a massive, curved 4K touch-sensitive display that integrates the instrument cluster, infotainment system, and digital mirrors into a single, seamless screen stretching the entire width of the car. Below this display is the housing of the AI-backed AUDI Assistant, and a touch-sensitive bar called AUDI Control. The only other physical controls are the window switches and the buttons on the steering wheel.

Underpinning the concept is a new “Advanced Digitized Platform”, jointly developed by Audi and SAIC. Power comes from dual electric motors, one on each axle, with a combined output of 764 hp and 800 Nm of torque. Those specs that are more fitting for an Audi RS model, enable a 0-100 km/h sprint in just 3.6 seconds. At the same time, AUDI promises “real Audi” levels of comfort and driving dynamics, together with sophisticated China-specific ADAS. A battery pack with a capacity of 100 kWh is reportedly good for a CLTC range of 700 km. The 800V architecture is compatible with “super-fast charging”, adding over 370 km of range in just 10 minutes.

 

The first three production models under the AUDI brand are expected to compete in the mid-size and full-size segments, with the first sales planned for 2025. The irony here is that regular Audi already has a growing lineup of EVs available in China, including models like the Q4 e-tron (in partnership with FAW), Q5 e-tron (SAIC), Q6 e-tron (SAIC), and the e-tron GT. The official line is that AUDI is a way to deliver a more “localized” product with SAIC’s influence, while still benefiting from Audi’s tech and branding cachet.