Audi collaborates with China’s SAIC
Unveils a new EV without the brand’s iconic four-ring logo
Audi is accelerating its advance into the Chinese market by creating a new electric vehicle brand in collaboration with China’s SAIC. This is interpreted as a strategy to attack the local market by launching a new brand in China. Audi also unveiled the electric concept car Audi E.
For this concept car, the AUDI logo was newly applied only in English letters without the four-ring emblem that is considered Audi’s symbol. Audi stated that although the Audi E is still in the concept stage, it contains the design of three electric vehicles that will be launched in China in the future.
Tailored Design for Chinese Consumers
The Audi E is a compact SUV comparable in size to the Audi A5, with a body length of 4,870 mm (191.7 inches), a width of 1,990 mm (78.3 inches), a height of 1,460 mm (57.5 inches), a wheelbase of 2,950 mm (116.1 inches). The design of the Audi E is aimed at Chinese consumers and diverges from traditional Audi styling. The most notable difference is the replacement of the conventional four-ring logo with a glowing “AUDI” emblem, which can also be seen on the side wheel caps.
However, in terms of design, it is tailored to Chinese consumers and somewhat differs from existing Audi vehicles. First, Audi’s iconic 4-ring logo is replaced with an AUDI logo that lights up. This change in logo can also be seen on the side wheel caps. In terms of the exterior shape, it is a design that makes the body look bigger with a muscular volume and a boxy shape.
Futuristic Interior and Performance Features
Along with this, a futuristic design is applied to reveal the image of an electric vehicle. Rectangular lamps are applied along the boxy shape of the front. Horizontal lamps and the central Audi logo are lit on the side. The rectangular panel, which appears to symbolize the design of the grille, is designed to light up along the border.
A unique design that resembles overlapping triangles is applied to the lighting pattern. For the lower part of the bumper, a sharp front lip that connects to the side fender is installed, and a sense of volume is applied to the bonnet and fender. The roof line is a fastback shape that connects sharply from the gently rising A-pillar to the rear.
A Glimpse into Audi’s EV Future
On the other hand, the rear end is characterized by the high vertical shape of a wagon. It seems to be Audi’s Sportback design, which includes both the design of a coupe SUV and a wagon. The rear end also has a design similar to that of the front. It features a triangular pattern rear lamp. The rear glass is applied in a recessed shape, creating a new atmosphere. Microfiber upholstery, ambient lighting, and wood materials are applied to the center console and some of the door trims. A large curved 4K touch-sensitive display is installed along the horizontal dashboard. At the bottom of the display, the Audi Control touch-sensitive bar is placed. There are hardly any physical buttons except for the steering wheel and door buttons.
For this concept car, a platform jointly developed by Audi and SAIC was applied, and dual motors were applied to the front and rear axles to generate a maximum output of 764 horsepower and a maximum torque of 800 Nm. The Audi Quattro all-wheel drive system is applied here, and acceleration from 0 to 100 km/h (62 mph) is possible in just 3.6 seconds. In the case of the Audi E concept car, a 100 kWh ternary battery is installed, providing a driving range of over 700 km (435 miles) according to China’s CLTC standard. Meanwhile, Audi plans to launch three electric vehicles in China from mid-2025 based on this.
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