Audi launches new sub-brand in China called… ‘AUDI’

Naming policies are sometimes a quirky business in the auto industry. Audi hasn’t been shy of confusing with the namesakes of their models and has now turned that reputation one notch up by launching a new Chinese brand called – well – AUDI. Yes, you spell it in capitals; no, there are no rings anymore.

Audi already announced earlier that it was working on the launch of a new brand dedicated to Chinese customers, as they perceive “premium” in a non-Western way. For the new venture, the German carmaker teamed up with SAIC Motors. In Shanghai, it was unveiled that the final name will be AUDI.

Satisfying Chinese tastes only

The launch is accompanied by a concept featuring the name in bold on the back and front without any trace of the famous four rings, which have always been a legacy signature for the brand from Ingolstadt, dating back to the Auto Union days.

The upcoming AUDI range of cars aims at young, tech-savvy Chinese customers and will exclusively focus on electric and intelligent vehicles. The applied design language seeks to satisfy Chinese tastes only.

Proof of concept – literally – is the AUDI E Concept, the sub-brand’s flagship model. It offers a taste of what’s to come. Built on the Advanced Digitized Platform – developed jointly by Audi and SAIC – this E Concept is a high-performance “Sportback” (mimicking a Shooting Brake) with promising specifications.

Its two electric motors generate 775 horsepower and 800 Nm of torque, enabling it to reach 100 km/h in just 3.6 seconds. The 100-kWh battery delivers an estimated range of 700 kilometers (under China’s CLTC testing cycle), with an 800-volt architecture that allows 370 kilometers of range with just a 10-minute charge.

Accelerating development time by 30%

Inside, the E Concept has been designed with Chinese aesthetics and preferences in mind. It features a spacious, futuristic layout that blends advanced technology with comfort.

A full-width, curved 4K display integrates digital exterior mirrors, delivering an immersive visual experience. Inspired by modern architecture, the door panels feature illuminated wood and microfiber in a layered design, according to the press release.

The central “AI Avatar,” a digital assistant, is positioned on the dashboard and provides real-time voice and touch interaction, adapting to the driver’s needs. “Chinese premium customers demand advanced connectivity, automation, and an interior that feels both familiar and groundbreaking,” explained Gernot Döllner, Audi’s CEO.

Audi also shed some light on the benefits of the joint venture with SAIC Motors. Merging its German premium engineering expertise with SAIC’s speed in innovation and understanding of local market demands, this partnership reduces the time-to-market for new models by over 30 percent.

This allows AUDI to launch three new electric models in China by mid-2025. Fermín Soneira, a Volkswagen Group veteran with 25 years of experience, led the collaboration and said, “Our cooperation reflects ‘the best of both worlds,’ with both parties bringing their core strengths.”