Audi's New EV Sub-Brand Targets Chinese Market

Audi has launched a new electric vehicle sub-brand in China called 'AUDI,' which replaces the traditional four-ring logo with the name AUDI in capital letters. This initiative, developed in partnership with Chinese automaker SAIC Motor, aims to cater to younger, tech-savvy Chinese consumers by offering advanced connectivity and automated driving features. The AUDI E Concept, the first model under this brand, boasts a 100kWh battery, dual motors delivering 764bhp, and a 700 km range on a single charge. The design focuses on a minimalist aesthetic with advanced digital features, such as camera-based mirrors and a full-width digital dashboard. This launch marks Audi's effort to reclaim market share in China, where it has been outpaced by local EV manufacturers like Nio and Xpeng. The new brand also signifies Audi's strategic shift to develop vehicles that meet the specific needs of the Chinese market.