Audi reinvents itself for China

Audi has announced a new joint venture with and MG parent company, SAIC, to relaunch itself in the Chinese market as ‘AUDI’ – minus its iconic four-ring logo.

The premium brand showcased a concept vehicle over the weekend previewing a new range of three China-specific EVs, all underpinned by a dedicated platform co-developed with SAIC and set for release in 2025, 2026 and 2027 respectively.

The range will include an SUV and large sedan of some description, with all three models set to be underpinned by a dedicated platform co-developed by SAIC.

Created to restore and maintain Audi’s image as a premium brand, the 2024 AUDI E concept is thought to pave the way for the first of these new models and expected to launch in the third quarter of next year.

Looking very different from the latest Q6 e-tron sold in Australia, the new E concept looks more shooting brake than SUV and gets a roof-mounted LiDAR, pop-out handles, ultra-slim front and rear lamps and a new illuminated AUDI lettered logo.

Inside the cabin, the doors and broad centre console are awash with sauna-style open pore wood while ahead of the driver, there are four different screens including an impossibly wide 4K infotainment system.

Bathing the cabin in plenty of light is a huge panoramic roof, with ambient lighting providing for a lounge-like experience.

Ensuring it’s cutting-edge design is matched throughout, the E concept runs an all-new vehicle operating system comprising facial recognition and a new-generation voice assist that’s likely to feature artificial intelligence.

Measuring in at 4870mm long, 1990mm wide, 1460mm tall and 2950mm between the axles, the new AUDI is 58mm shorter, 67mm wider and 27mm taller than the latest Audi A6 e-tron.

AUDI says the concept gets a 100kWh ternary lithium battery, an 800V electronic architecture to allow for ultra-fast-charging and a range of more than 700km on the more lenient Chinese CLTC test cycle.

Speaking of charging, a 10-minute top-up supposedly adds more than 370km of range.

Dual motors provide all-wheel drive and produce 570kW/800Nm – enough for 0-100km/h in 3.6 seconds.

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