Audi is initiating a rebrand in China, beginning with this E concept, which eliminates the iconic “four rings” logo. The Audi E is an electric wagon with a 764-hp dual-motor setup and a claimed 435-mile range. The concept signifies a new chapter for Audi as the company forms a partnership with the Chinese conglomerate SAIC. Audi has been selling cars in China since 1988, but the German company is now making changes to how it does business there. As part of a joint venture with the big Chinese company SAIC, Audi is bringing its name back to life in China. The word “AUDI” will be on the outside of the next generation of cars instead of the normal “four rings” logo. The Audi E concept car is the first car of this new Audi model for the Chinese market. It is designed to meet the wants of customers in China, which has the most people in the world. An Elegant, Streamlined Electric Wagon The Audi E idea has a low-slung wagon shape because cars are still popular in China, even though SUVs are all the rage around the world. The idea is about three inches shorter than a 2024 Audi A6 Allroad. Its length is 191.7 inches, but it is three inches wider, has a wheelbase that is almost an inch longer, and is about an inch shorter. The dual-motor engine in the E concept makes 590 lb-ft of torque and 764 hp by using electric motors on both the front and back wheels. News stories say it takes the all-wheel-drive wagon 3.6 seconds to go from 0 to 62 miles per hour. The CLTC test cycle in China says that a 100.0-kWh battery has a range of about 435 miles. The 800-volt design makes it possible to add 230 miles of range in just ten minutes. Audi says the idea also includes technologies that help drivers with things like parking automatically, going on the highway, and managing traffic in cities. This idea has a body-colored panel surrounded by complex lighting elements. It also has a smooth surface and a simple, clean front end. The E-Legend EL1, an electric supercar that looks like the E concept but was inspired by the Audi Sport Quattro and has a square-jawed face, has a similar look. The sensors for automatic driving and aerodynamic parts are also located in the “loop” that holds the lights, and the back lights follow the same design. A row of 4K screens that run the length of the dashboard takes up most of the space inside. Two screens on the edges show digital side-view mirrors. A touchpad under the screens also lets you move through the menus. The interior has a large and peaceful feel thanks to the purple glow of the lighting and the white cloth, light wood, and silver trim. The panels use a new operating system that uses face recognition and an AI voice assistant to bring out important information. The Birth of the New Audi The Audi E concept was created by teams from both Germany and China. It’s a sneak peek at three production models that will be shown off in China starting in the middle of 2025. Audi says Chinese buyers of expensive cars are different from buyers in other countries because they are younger, more tech-savvy, and expect more from connected cars and self-driving cars. Fermín Soneira, who used to be in charge of Audi’s electric cars, is now the CEO of this new company. This new company that Audi has formed is called a new brand called, confusingly, “AUDI.” The all-caps spelling is what makes it stand out. SAIC and Audi each bring something different to the table. Audi thinks that SAIC has shown that it can make new products quickly, while Audi has a past of designing, developing, and making high-end products. Moreover, SAIC has an in-depth understanding of its home market, and China possesses a well-developed technology ecosystem. The partnership will build a new design called the Advanced Digitized Platform with the first three models, which will be mid-size and full-size. Audi is still following a different plan in Europe and the US, focusing on cars like the Q6 e-tron and A6 e-tron. As a result, all three EVs and the design and technology advances hinted at by the E concept will likely only be available in China.
