Audithe iconic German brand, takes a strategic turn to establish itself in the largest automotive market in the world: China. With the creation of AUDIa new sub-brand that focuses exclusively on the Chinese market, the automaker aims to capture the attention of a luxury audience with high expectations regarding technology and design.
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This launch is accompanied by the presentation of the Audi E Concepta vehicle that highlights AUDI’s commitment to innovation and customization for Chinese consumers.
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The new sub-brand, AUDI, comes to the market as an independent concept, designed to attract a young and technologically sophisticated audience.
This Audi initiative, which renews its identity in China, responds to growing competition and the specific demands of Asian consumers.
Although the name remains, AUDI drops the iconic four rings logo and adopts a unique all-caps typography, showcasing a distinctive visual approach for the Asian market.
Audi and SAIC, its Chinese partner, have joined forces to develop this exclusive line, whose production, sales and distribution will be focused on China and other Asian markets, with the aim of deeply connecting with the cultural and technological preferences of the local public.
AUDI: A cultural and technological connection
AUDI It is not just a brand; is an attempt to Audi for creating a bond with luxury consumers in Chinawho present unique characteristics compared to other markets.
These consumers are younger and highly connected to technology, they look for vehicles with advanced automation features and integrated digital systems that complement your lifestyle.
The decision to establish AUDI as a brand focused on this market responds to Audi’s need to adapt and compete effectively in a region where luxury and technology are a priority.
According to Gernot Döllner, CEO of Audi, AUDI represents “an opportunity to capture the attention of new, more tech-savvy customer segments.”
AUDI’s strategy not only aims to gain market share, but also position itself as a relevant brand that understands and responds to the unique preferences of Chinese consumers, especially those who value customization and cutting-edge technology.
The Audi E Concept: a fusion of style and functionality for China
The first model of the AUDI sub-brand, the Audi E Concept, reflects this strategic vision of the brand. Designed on the innovative Advanced Digitalized Platformthis 100% electric Sportback vehicle It integrates cutting-edge technology and a design adapted to the expectations of the Chinese market.
The platform allows the Audi E Concept to incorporate advanced electromobility features, with a range of up to 700 kilometers (435 miles) and an 800-volt ultra-fast charging system that offers enough charge to travel 370 kilometers (230 miles) in just 10 minutes.
This model breaks with the traditional Audi design in several aspects, starting with a “black loop” on the front of the vehicle that houses lights, sensors and integrated aerodynamic elements, providing an innovative and functional aesthetic.
The design of the Audi E Concept, which includes prominent wheel arches and unique lighting graphicscomplements an elongated roof line that maximizes interior space.
This design approach, oriented towards functionality and style, aims to meet the expectations of Chinese consumers, who value both modern aesthetics and spatial efficiency.
An interior that mixes comfort and technology
The interior of the Audi E Concept is a reflection of AUDI’s dedication to providing a luxury experience tailored to the needs of the Asian market.
Spacious and equipped with advanced technology, the E Concept’s cabin offers a minimalist and functional design. The center console includes a curved touch screen in 4K resolution, which provides access to a next-generation infotainment system and serves as an interface for the integrated digital exterior mirrors.
The storage spaces are designed to optimize the use of the interior, with specific slots for two phones, thus adapting to the highly connected lifestyle of the Chinese customer.
Audi also incorporates high-quality materials in the interior design of the Audi E Conceptincluding doors with illuminated wood and microfiber finishes arranged in three-dimensional sheets, an architectural inspiration that combines natural materials and modern technology in a harmonious environment.
This unique interior design is designed to create a sophisticated and modern atmosphere, something highly valued in China’s luxury segment.
The alliance with SAIC: speed and innovation for AUDI
To make AUDI a competitive brand in the challenging Chinese market, Audi has consolidated its relationship with SAICone of the leading automobile manufacturers in China.
This collaboration agreement will not only allow Audi to benefit from SAIC’s knowledge and distribution networks in the region, but will also shorten development and production times.
It is estimated that, thanks to this alliance, time to market for new models will be reduced by more than 30%which will allow AUDI to keep pace with changing market demands.
The alliance between Audi and SAIC is also essential for AUDI’s expansion strategy, which aims expand its range of electric vehicles through three BEV (battery electric vehicles) models aimed at the B and C segmentsfocused on satisfying a public looking for medium and large-sized cars.
With a focus on innovation and speed of market response, AUDI’s next BEV models are scheduled for launch in 2025.
AUDI prospects in the Asian market
With AUDI, Audi is not just launching a brand, but creating a new vision for electric vehicles in China, which represents a bold step towards localization and innovation in one of the world’s most dynamic automotive industries.
The dual market approach, in which Audi maintains its global presence while customizing a dedicated brand for China, marks a new era in Audi’s strategy. Audi in Asia.
As AUDI expands its portfolio and launches new models in partnership with SAIC, the brand seeks to become a reference for customers who want the latest in technology and luxury.
Audi has seen a significant opportunity in the Chinese market and, with AUDI, is demonstrating a clear intention to lead in the premium segment adapted to the cultural and technological demands of Asia.