Audi Debuts Exclusive "AUDI" Brand in China

Alongside a futuristic EV concept for the region.

Audi has unveiled a new brand exclusive to China, named “AUDI.” The launch includes the AUDI E concept car, marking an EV product launch tailored to Chinese consumers. Unlike the traditional four-ringed logo, “AUDI” in all caps highlights a unique identity, combining Audi’s DNA with innovations specific to China’s tech-savvy market.

Notably, Audi’s new Chinese-exclusive brand and its first model, the AUDI E concept, result from a collaboration with SAIC. The AUDI E concept is designed to bring a new luxury electric vehicle offering to the region. This sleek, all-electric Sportback integrates the most current digital systems and features aimed at redefining connectivity and automation.

As for performance, the AUDI E concept boasts twin electric motors that deliver 570 kW and 590 lb-ft of torque, acceleration from 0-60 mph in 3.6 seconds and a range of 430 miles on a full charge. With 800-volt architecture, rapid charging yields over 230 km in ten minutes.

Inside, the AUDI E concept prioritizes both space and technology. A 4K touch display spans the dashboard and a digital assistant named “AUDI Assistant” provides voice and touch control. Designed with an appreciation for Chinese aesthetics, the interior combines illuminated wood, microfiber and a minimalist style to create a modern, comfortable experience.

The first production models under this exclusive brand are set to launch in 2025.