Audi launches new EV brand for China with radical estate concept

Audi has launched a “new brand” for EVs in China – called simply AUDI – as part of an expanded joint-venture operation with long-time partner SAIC.

The “new brand”, which is aimed at younger, tech-oriented Chinese EV buyers, was revealed along with the new AUDI E electric estate concept.

Planned to go into production in 2025, the E is the first of three new AUDI models, the others being a saloon and SUV set for introduction in China in 2026 and 2027.

The expansion of the joint operations of Audi and MG owner SAIC aims to harness the former’s reputation for design and engineering with the latter’s speed-to-market capabilities and local expertise.

Significantly, the first AUDI model was developed in just 18 months – less than half the time of traditional Audi models.

Audi CEO Gernot Döllner emphasised that the Audi-SAIC partnership provides a foundation for a “new generation of advanced, intelligent vehicles, which will be exclusive to China”.

“The joint platform allows us to address a promising yet demanding segment with state-of-the-art connected vehicles,” he said.

Unlike existing Audi models, the E forgoes the brand’s traditional four-ring emblem, signalling a fresh direction in both design and branding.

At 4870mm in length, 1990mm in width and 1460mm in height, it’s slightly longer, wider and taller than the new Audi A5 Avant combustion estate, albeit with a longer wheelbase (2950mm), which is claimed to provide it with greater interior space and accommodation.

The styling of the E combines flamboyant LED light designs with clean and largely unadorned surfacing, to provide it with a more monolithic appearance than more recent models from the main Audi brand.

Based on the new Advanced Digitalised Platform developed by Audi and SAIC, it features an 800V electrical architecture and a dual-motor drivetrain that delivers a combined 754bhp and up to 590lb ft of torque. With Quattro four-wheel drive and torque vectoring capability, AUDI claims a 0-62mph time of 3.6sec.

A 100kWh battery also provides the E with a range of more than 435 miles under China’s under CLTC test standards.

Details of the charging rate are yet to be revealed, but the first AUDI model is claimed to offer a 300km (186-mile) replenishment in electric energy stores in 10 minutes on a high-powered DC charger.

Other features being touted for the upcoming production version of the new estate are four-wheel steering and air suspension.

Inside, the E has a single free-standing curved touchscreen and seating for four on individual seats front and rear.

Reflecting the car’s luxury positioning, the cabin also features a combination of natural fibres and wood trims.