New Paths in China: AUDI Focuses on Electric Sports and Local Innovation
A Bold Chapter for Audi in China
While German luxury brands have stood for quality and prestige for decades, Audi is now opening a new chapter in its international engagement – specifically for the Chinese market. With a newly created sub-brand, presented as AUDI in capital letters and deliberately without the familiar four-ring logo, the company aims at the young, tech-savvy target group in China.
A New Breeze in Electromobility
Partnership with SAIC for Faster Innovation
Audi has been present in China since 1988, but the rise of domestic manufacturers and the booming EV market require fresh ideas. The collaboration with SAIC, a leading Chinese automotive partner, promises a significant competitive advantage: a development time shortened by over 30%, allowing for quicker responses to local demands.
The Premiere of the AUDI E – A Masterpiece of Electric Engineering
Technical Sophistication and Impressive Performance
The first production model of the new sub-brand, the AUDI E, will be unveiled on April 23, 2025, during Auto Shanghai. This all-electric sportback model impresses with:
- Dimensions: Length of 4,870 mm, width of 1,990 mm, wheelbase of 2,950 mm.
- Drive: Two electric motors with 570 kW (764 hp) and 800 Nm of torque, 0-100 km/h in 3.6 seconds.
- Battery and Range: 100 kWh battery, up to 700 km range, ultra-fast charging – 370 km in 10 minutes.
- Modern Interior: Curved 4K touch display, illuminated wood, microfiber doors, AUDI OS, driver assistance systems for Chinese megacities.
China's EV Market on the Rise
Local Brands Set Standards
China dominates the global electric vehicle market, with EVs accounting for 38% of vehicle sales in 2023. Local brands like BYD and NIO offer innovative and competitively priced models. Traditional German luxury manufacturers are developing new strategies in light of declining sales.
AUDI's Strategy: Digital Innovation and Local Adaptation
Through collaboration with SAIC, Audi can respond more quickly to market trends and deliver products specifically tailored to the needs of Chinese customers.
A Look into the Future
Expansion of the Model Range
In addition to the AUDI E, Audi plans to introduce an SUV and an additional sportback model over the next two years. This expansion aims to cover various customer segments and offer a wide range of battery electric vehicles by 2027.
Vision for the Chinese EV Market
By leveraging innovative technologies and focusing on local preferences, Audi could become a leader in the Chinese EV market and contribute to the redefinition of luxury and mobility.
Final Thoughts
A New Chapter in Electromobility
With the launch of the new sub-brand and the AUDI E, Audi demonstrates that it is ready to face the challenges of a growing market. The combination of German premium expertise, Chinese innovation, and a clear commitment to electromobility opens new perspectives – for the company and for the future of mobility. The coming years promise exciting developments and a new chapter in the history of electromobility.
About Kiara
Author at Autark News