Audi and SAIC Launch New ‘AUDI’ Brand in China, Unveil E Concept EV
In a strategic move to tap into China’s robust supply chain and cater to local consumer preferences, アウディ, in collaboration with SAIC Motor, has launched a new brand, “AUDI,” exclusively in the Chinese market. This joint venture debuted its first concept vehicle, the E Concept, marking a significant shift in Audi’s approach to the electric vehicle (電気自動車) market in China.
New Brand and Logo Identity
The “AUDI” brand, distinct from the traditional four-ring Audi logo, features a fresh emblem combining the “AUDI” letters, reflecting its unique positioning within Audi’s portfolio. This new identity signals a deeper commitment to the Chinese market, aiming to accelerate product development tailored to local tastes and trends.
Partnership with SAIC and New Digital Platform
今年初め, on May 20, SAIC and Audi signed a partnership agreement to co-develop advanced, high-end EVs for the SAIC Audi joint venture. This collaboration includes the development of an Advanced Digitized Platform, designed to streamline production and reduce the new car development cycle from 18 months to just 12 月.
Flexible Market Approach
The “AUDI” brand boasts a more agile decision-making framework compared to Audi’s other joint ventures in China, namely FAW Audi and 上海汽車アウディ, allowing it to respond swiftly to market shifts. Leading the new brand is CEO Song Feiming, who holds an executive rank equal to the president of Audi China. Song emphasized that this is a long-term initiative with a 10-year roadmap, not a short-term pilot.
Introducing the E Concept
The brand’s first concept vehicle, the E Concept, was unveiled at the launch event and is already 95% production-ready. This sleek B-segment Sportback, built on the Advanced Digitized Platform, showcases a shooting brake design similar to Nio’s ET5 Touring. メジャリング 4,870 長さミリメートル, 1,990 幅ミリメートル, そして 1,460 高さミリメートル, を 2,950 MMホイールベース, the E Concept fits comfortably between the Audi A4L and A6L in size.
The E Concept is powered by a 100 kWh lithium ternary battery pack supplied by CATL, with cutting-edge 800-volt charging technology. With a CLTC range of over 700 フル充電での走行距離, the car can also gain an impressive 370 kilometers of range in just a 10-minute charge.
Advanced Driving and Pricing
Equipped with state-of-the-art smart driving technology, the E Concept includes roof-mounted LiDAR and a software system from local startup Momenta, enabling advanced highway and urban driving capabilities. Momenta, backed by SAIC, has pioneered city-level NOA (Navigate on Autopilot) for SAIC’s IM Motors without the need for high-definition maps.
Production for the E Concept is scheduled to commence next August at SAIC’s Anting plant in Shanghai. The vehicle is expected to compete directly with the Nio ET5 Touring, with a similar price point around RMB 300,000 (約 $41,970).
By launching the AUDI brand and E Concept, Audi and SAIC aim to establish a strong foothold in China’s competitive EV market, poised to attract consumers seeking premium, high-performance electric vehicles tailored to local preferences.