Electromobility Audi introduces new sister brand in China

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Written in uppercase letters and without the familiar four rings—that's how AUDI, the new sub-brand of the Ingolstadt car manufacturer, presents itself in China. A new concept study was introduced simultaneously with the new brand: The AUDI E concept was developed together with partner SAIC.

Locally manufactured for local users with the new brand and the study AUDI E concept aims not only to meet but to exceed the expectations of Chinese consumers. "With the launch of the brand for electric and intelligent models in China, Audi is breaking new ground to tap into additional technology-oriented customer groups," explains Gernot Döllner, Chairman of the Audi Board. The concept vehicle is intended to provide a preview of three future production models—the first of which is to be launched in 2025.

Exclusive for China

The technology-oriented target group primarily expects high-quality vehicle connectivity and automated driving functions. For this purpose, Audi and SAIC are joining forces. The Ingolstadt-based company wants to contribute its expertise in premium products and design, development, and engineering—the Chinese partner brings its speed in bringing new products to market, combined with an established technology ecosystem and knowledge of local market requirements. The partnership results in the Advanced Digitized Platform. "The joint platform is our foundation for a new generation of highly modern, intelligent, and connected vehicles exclusively for China," emphasizes Döllner. "The forthcoming models are aimed at a growing and at the same time demanding new customer segment. With the cooperation, we are expanding our portfolio of battery electric vehicles (BEV) in China and accelerating the company's transformation in the world's largest market." The first three electric vehicles will be positioned in the mid-range and premium segments. According to their own statements, the collaboration with SAIC reduces the development phase until market launch by 30 percent. The first production model will be launched in 2025.

AUDI E concept in detail

The concept vehicle features two electric motors, one on each the front and rear axles, delivering a total output of  764,18 hp. Together with the quattro all-wheel drive, this enables acceleration from 0 to 62 mp/h in 3.6 seconds. The study is equipped with China-specific driver assistance systems. These enable a driving experience that is both relaxed and safe— on expressways, in heavy traffic, and during automated parking.

Fast charging

The concept vehicle is equipped with a 100-kWh battery, which allows for a CLTC-calculated range of more than 435 miles when fully charged. The Advanced Digitized Platform also features an 800-volt architecture for fast charging: ten minutes at the fast charger should suffice for a range of 229,91miles.

Digital systems and vehicle connectivity

The study is equipped with the AUDI OS operating system, ensuring that the vehicle can adapt to the individual needs of the passengers. Especially in digital interactions, all important information is placed and presented at the top menu level.

An entertainment and app ecosystem controlled by facial recognition offers many smart solutions in the car. The smartphone interface allows seamless integration of the user's personal mobile device.

The AUDI Assistant, an AI avatar, is centrally placed below the main display and offers both touch and voice control. Its design even conveys emotional feedback during interaction. AUDI Control, a touch-sensitive strip located below the AI avatar on the center console, is an example of combining touch-sensitive controls and digital functions into a premium design object. It also enables effortless navigation through all the content on the screen. The control element adapts contextually to each function or content.

Nature meets Technology: the interior design

The interior design team focused on combining brand-specific comfort with seamless technology integration. According to its own statements, the AUDI E concept can be experienced as a "stylish, comfortable, and connected oasis that perfectly suits the urban lifestyle in China's megacities."

The center console offers open compartments for two smartphones. The curved 4K touch display, stretching between both A-pillars, provides intuitively accessible information in a new dimension. The digital exterior mirrors are also integrated into this display. (se)