Audi becomes AUDI for China and previews its future models: you're going to like them more than those sold in Europe

AUDI, in capital letters, with no room for doubt. It is the name the four-ring brand has chosen for its new brand in the Chinese market, which curiously also sets aside the well-known logo. In a way, the aim is to differentiate it from the Audi brand -here, yes, with the four rings- used in all other global markets, while keeping a connection between the two. A bit of a “riddle”, but Audi has already accustomed us to these “games” with its model names, not always well understood.

Be that as it may, Audi is launching its new AUDI brand in China in grand style, with a prototype, the AUDI E concept, which gives an idea of the potential of the brand’s association with the innovation capacity of its Chinese partner, SAIC. It is Audi’s bet to access new customer segments in China, which show far greater interest in technology than Europeans do. Hence these future models will be electric, connected and intelligent. What does that last point mean? That they will be prepared for autonomous driving, which drew so much attention from European manufacturers a few years ago and which now, largely due to bureaucratic and regulatory problems, seems to have fallen by the wayside.

A powerful partnership with a Spanish CEO

Audi was one of the first premium brands to bet on the Chinese market, back in 1988. Now, the four-ring brand has a joint project with the giant SAIC, partners of the VW group in China for 25 years, to develop cars for premium Chinese customers, who seek benchmark vehicles in connectivity and also in automated driving. A project with Fermin Soneria as its most visible head. The Spaniard has so far been responsible for the various product lines of Audi’s electric models. The plan is for Audi to contribute its experience in manufacturing premium vehicles, in technical development and engineering, while SAIC brings knowledge of the Chinese market and a great capacity for innovation.

The first fruit of this partnership will be a new platform, called the Advanced Digitalised Platform, which will serve as the basis for a new generation of electric vehicles developed exclusively for the Chinese market. Thanks to this collaboration, development times to commercialisation are reduced by 30%. The first of the three planned models, belonging to segments B and C (mid-size and large), will reach the market in 2025.

AUDI E concept: a model you would like to see in Europe

The AUDI E concept prototype, the first model of this new “capital letters” AUDI brand, is also a substantial car. Its Sportback-type bodywork bears no resemblance to current Audi models: no trace of the Singleframe grille, nor of any other common feature that distinguishes the four-ring models and, at times, makes them look too much alike. It measures 4.87 metres long, 1.99 metres wide and 1.46 metres high, and has a wheelbase of 2.95 metres.

Technically it stands out for using two motors, one on each axle, with a total system power of 570 kW (775 CV), allowing it to accelerate from 0 to 100 km/h in 3.6 seconds. Sports-car figures, although the cabin corresponds more to that of a super-luxury saloon. Of course, this prototype is already based on the new platform, which has an 800-volt architecture. With a 100 kWh battery, the range according to the CLTC cycle is over 700 km. And the most interesting part: in just 10 minutes it can recover up to 370 km at a high-power, ultra-fast charging point.

Inside, a display concept stands out that makes the recently introduced “Digital Stage” of the Audi Q6 e-tron look almost obsolete, and which is being incorporated into the brand’s new models. The curved 4K-resolution screen here spans practically the full width of the dashboard, and even integrates the cameras of the digital rear-view mirrors. Facial recognition, the Audi assistant with an AI avatar and a new premium-design control bar combining touch and digital functions are some of the “gadgets” that drive Chinese customers wild… and that would surely also delight European buyers.