The new brand aims to expand Audi’s reach in China’s booming EV market, where brands like Nio and Xpeng lead Audi has officially launched a new electric vehicle brand in China, debuting with a distinctive nameplate “AUDI” that omits its signature four-ring logo. This move, in partnership with SAIC, represents a shift aimed at capturing China’s expanding market of younger, tech-focused consumers. At the unveiling event, Audi introduced the AUDI E concept, the first model under the new brand, which is set to hit the Chinese market in mid-2025.
According to Audi CEO Gernot Döllner, the AUDI brand is crafted for Chinese consumers who are significantly younger and more tech-oriented than global averages. “By launching this new brand, we are tapping into a more tech-savvy customer base,” said Döllner. The AUDI E concept, which highlights an all-electric Sportback design, reflects the joint expertise of Audi and SAIC, combining German engineering with SAIC’s insight into the Chinese market.
“Our partnerships in China are essential as the automotive industry undergoes the largest transformation in its history,” Döllner added. Fermín Soneira, CEO of the new AUDI brand, explained that the collaboration between Audi and SAIC offers a “best of both worlds” approach, integrating Audi’s luxury engineering with SAIC’s rapid innovation capabilities and local knowledge. The AUDI E concept will be built on the Advanced Digitized Platform, featuring 800-volt .
