Audi is shaking things up in China with a daring rebranding strategy that drops its iconic “four rings” logo in favor of the straightforward “AUDI” name emblazoned on the car’s body. The debut of this shift comes with the unveiling of the Audi E concept, an electric powerhouse specifically tailored to meet the preferences of the Chinese market. This strategic rebranding signals Audi’s intent to strengthen its presence in China through a partnership with local automotive titan, SAIC.
Audi’s Rebranding in China: A Fresh Look and a New Approach
The Audi E Concept: An Electric Wagon Packed with Power
In a market where wagons still hold a special place, the Audi E concept diverges from the global SUV craze with its sleek, low-profile wagon design. Measuring 191.7 inches in length, this concept car stands just a few inches shorter than the 2024 Audi A6 Allroad, yet offers a longer wheelbase, wider stance, and a lower roofline—emphasizing a sporty yet luxurious appeal that suits Chinese tastes.
The Audi E is more than just a pretty face; its dual-motor electric setup delivers an impressive 764 horsepower and 590 lb-ft of torque. This all-wheel-drive electric wagon can sprint from zero to 62 mph in a swift 3.6 seconds. Powered by a 100.0-kWh battery, the concept boasts a projected range of up to 435 miles (under China’s CLTC cycle). Thanks to its 800-volt architecture, the Audi E can recharge rapidly, gaining about 230 miles of range in just 10 minutes, which is ideal for fast-paced city life.
Futuristic Design Meets Advanced Tech
Audi’s design language for the E concept strikes a balance between simplicity and sophistication. The front end is smooth and uncluttered, highlighted by intricate lighting details that wrap around a body-colored panel. This modern, squared-off aesthetic recalls Audi’s legendary E-Legend EL1 supercar, bringing a nostalgic yet forward-looking feel.
The lighting elements do more than just illuminate—they also house sensors for automated driving and improve aerodynamics. At the rear, the design is mirrored, creating a visually cohesive look.
Inside, the cabin of the Audi E concept is a technological masterpiece. The dashboard is lined with 4K displays spanning the width of the car, including digital side-view mirrors for a streamlined driving experience. Below these displays, a touchpad offers easy access to system controls, making interactions seamless. The cabin ambiance is serene, blending white fabric, light woods, and silver accents with soft, purple ambient lighting. Audi has incorporated facial recognition and an AI-powered voice assistant, creating an intuitive and personalized environment for each driver.
Why This Matters: The Birth of a New Audi for China
This concept car is more than just a sleek vehicle; it’s the starting point for Audi’s new approach in China. The Audi E concept previews three upcoming production models, which are expected to hit the Chinese market by mid-2025. According to Audi, luxury buyers in China are distinctively tech-savvy, younger, and prioritize connectivity and autonomous capabilities—qualities that the E concept and subsequent models aim to satisfy.
Audi has even appointed Fermín Soneira, previously in charge of the company’s electric lineup, to head this new China-focused division. Branded as “AUDI” (in all caps), this new division underscores Audi’s commitment to innovation specifically tailored for Chinese drivers.
A Strategic Partnership with SAIC
Audi’s partnership with Chinese giant SAIC brings together two industry leaders, each offering unique strengths. Audi delivers its expertise in premium vehicle design and engineering, while SAIC provides its fast-paced innovation, established technology ecosystem, and in-depth knowledge of the Chinese market. Together, they’re developing the Advanced Digitized Platform, a new architecture that will underpin the forthcoming lineup of mid-size and full-size EVs in China.
These three electric models, along with the tech and design elements previewed by the E concept, will be exclusive to the Chinese market. Meanwhile, Audi’s offerings in Europe and the U.S. will focus on a different line, including the Q6 e-tron and A6 e-tron.
The Future of Audi’s Presence in China
Audi’s rebranding and the introduction of the E concept mark the beginning of a new era for the brand in China. With SAIC as a partner, Audi is creating a lineup that speaks directly to Chinese consumers’ tastes and technological preferences. The Audi E concept represents not only an electric vehicle but also a powerful statement about the brand’s adaptability and dedication to one of the world’s most dynamic automotive markets.
As Audi continues to develop its China-exclusive models, all eyes will be on how this venture unfolds. Audi’s ability to meet the high expectations of Chinese consumers could set new standards for luxury and innovation across the automotive industry.