Audi has introduced a new brand in China exclusively for electric vehicles, marking the first time the company has abandoned its iconic four-ring logo. This new brand, simply named "Audi" in a modern font, will focus on intelligent EVs with advanced infotainment and driver-assist systems.
Partnering with Chinese automaker SAIC, the new brand has unveiled its first concept car: the AUDI E sportback. Promising a driving experience that lives up to the Audi name in comfort and dynamics, the AUDI E is built on a new Advanced Digitized Platform co-developed with SAIC.
The concept car features an 800V powertrain, enabling it to add over 200 miles of range to its 100 kWh battery in just 10 minutes. Despite its size, the AUDI E boasts a 0-60 mph acceleration time of 3.6 seconds, thanks to its dual-motor quattro all-wheel-drive system delivering over 760 hp.
Audi's CEO stated that this new brand aims to tap into tech-savvy customer segments in China. Priced around $42,000, the AUDI E is expected to launch in August, alongside two other electric models in the mid-size and full-size segments.
This move comes as Audi's parent company, Volkswagen, navigates challenges in the Western EV market. In contrast, China's EV market is booming, prompting Audi's strategic focus on the region.
The new branding, with its distinct logo, signals both a connection to and differentiation from the main Audi brand.
Source: China Daily
