AUDI E concept

The name is the same – albeit it presented in all caps in place of the four-ringed logo – but the approach is new and tailored specifically for the Chineses market. The new AUDI brand, in partnership with SAIC, is effectively a sister brand created for the Chinese market and building on an association that began way back in 1988. Then, Audi was the first premium brand to enter China and this latest move recognises the ongoing changes happening in the automotive market in general and China specifically.

Of course Audi has long produced models specifically for sale in China – the Q5 L and A4 L (for long wheelbase models) are just two that were designed to meet local demands. But this new partnership signals an even more targeted approach for new models that are tailored to best suit what is the largest automotive market in the world.

Unveiling the AUDI E concept which points to this new collaboration and direction, Audi CEO Gernot Döllner said:

“The automotive industry is undergoing the largest transformation in its history. With our partnerships in China, we are playing a decisive role in this transformation.” 

This partnership recognises the different challenges faced catering to the Chinese market and brings together the ‘best of both worlds’ with the ‘combined the strengths of Audi with SAIC’s innovation speed’. 

Audi brings know-how in premium products and design, overall vehicle development, and engineering to the table. SAIC offers fast innovations, a well-established technology ecosystem, and deep insight into the local market’s demands. The result of this combination: the Advanced Digitised Platform’.

“The joint platform will be the basis for a new generation of state-of-the-art intelligent connected vehicles exclusive to China,” says Gernot Döllner.

“The upcoming models are aimed at a promising and simultaneously demanding new customer segment. The co-operation will further expand the Audi portfolio of battery electric vehicles (BEV) in China and accelerate the company’s transformation in the world’s largest market.” 

The first three BEV models will be in the mid-size and full-size segments, with the collaboration reducing time-to-market by more than 30 percent. 

The AUDI E concept offers a preview of those three future production models  with the first due into market as early as next year. With its smooth, minimalist design, the AUDI E concept was jointly developed by experts from both Germany and China, many of whom have extensive experience working at the brand’s Beijing Design Studio.

Powered by an electric motor on both the front and rear axles, it delivers total power output of 570kW and 800Nm, and with electric quattro all-wheel drive, accelerates from 0 to 100km/h in just 3.6 seconds.

With its 100kWh battery, it is capable of a range of up to 700km (using the CLTC cycle) and with an innovative 800-volt architecture, can add up to 370km of range in 10 minutes of rapid charging. 

Inside the design takes Audi’s mastery of interiors in a different direction, dominated by its curved pillar-to-pillar 4K touch display. The emphasis is on creating an ‘oasis fit for the urban lifestyle in China’s megacities’ with a great accent on technology and connectivity.

The Audi E concept’s operating system AUDI OS represents a completely new way of interaction – curated to the customer and their requirements – and the The AUDI Assistant, an AI avatar, is staged at the centre of the interior, offering touch and voice controls. Its design conveys emotional feedback when interacting.

The AUDI Control, a touch sensitive bar, found below the AUDI Assistant on the centre console, is a perfect example of touch controls and digital features combining in one premium design piece. It can be used to navigate any content on the large screen effortlessly. It adapts contextually to any function or content users are interacting with.

It’s an exciting time for Audi and its sibling AUDI brand in China. The new entity will be headed up by former Head of Product Line for Electric Models at Audi, Fermín Soneira, who brings 25 years of industry experience to the new company.

“Our co-operation reflects the spirit of ‘the best of both worlds’ and has been set up to jointly organise development, purchasing, production, and sales,” says Fermín Soneira. “With both parties contributing their core strengths, I firmly believe Audi will continue to shape the future of premium electric mobility by integrating the innovation strength of the market.”