The German carmaker has just launched a new brand called 'AUDI' in China - yep, that's right, in all caps and without the famous four-ring logo. They're aiming to win over Chinese buyers with cars that feel more local but still pack Audi's tech and prestige.

The star of the show is the AUDI E concept, a sleek electric Sportback that gives us a sneak peek at what's coming down the line. It's a big deal because it shows where this new brand is headed.

Fermín Soneira, who used to be in charge of Audi's electric models, is now leading this joint venture between Audi and SAIC. They've come up with a clever slogan: "Vorsprung durch Technik in the era of electric intelligent connected vehicles." That's a mouthful, but it basically means they're bringing Audi's tech-forward approach into the electric car age.

The AUDI E concept is turning heads with its size and style. It measures 4,870 mm (191.7 inches) long, 1,990 mm (78.3 inches) wide, and 1,460 mm (57.5 inches) tall, with a wheelbase of 2,950 mm (116.1 inches). Instead of the usual Audi logo, you'll see illuminated AUDI lettering. The car's got some cool design touches like black loops with LED lights and sensors, muscular fenders, and a flowing roofline.

Step inside, and you'll find a mix of high-tech and luxury. There's a massive curved 4K touchscreen, microfiber upholstery and illuminated wood accents. The AUDI Assistant and a touch-sensitive control bar are there to help you manage all the car's features.

Under the hood (or rather, under the floor), the AUDI E is packing some serious power. We're talking dual electric motors putting out 775 hp and 800 Nm (590 lb-ft) of torque. That's enough to zip from 0 to 100 km/h (0-62 mph) in just 3.6 seconds. The 100 kWh battery should give you about 700 km (435 miles) of range, and with its 800V architecture, you can add 370 km (230 miles) of range in just 10 minutes of charging.

This isn't just about one flashy concept car, though. Audi's planning to roll out three production models in the mid-size and full-size segments starting in 2025. These will join Audi's existing electric lineup in China, which includes models like the Q4 e-tron, Q5 e-tron, Q6 e-tron, and e-tron GT.

Source: Audi

Евгений Ушаков
Evgenii Ushakov
15 years driving