Audi, in partnership with SAIC, is set to redefine its presence in the Chinese market with the Audi E, an electric car tailored exclusively for China. Spotted during road tests, this innovative EV is slated for a summer 2025 (June – August) launch and departs from Audi’s traditional design language, notably omitting the brand’s iconic four rings.
Acknowledging the challenges faced by its electric vehicles in China, Audi has made a strategic shift. Market acceptance for the brand’s EVs has historically been lukewarm, highlighted by a 2022 promotional campaign attempting to raise awareness of Audi’s electric offerings. To combat this, Audi has introduced a new sub-brand under the name “AUDI,” designed specifically for China. The vehicles will be developed and produced entirely within the country to cater to local tastes and preferences.
The Audi E, the first model under this initiative, debuted as a concept car in November 2024. The production-ready version, now undergoing tests, promises a blend of cutting-edge technology and sleek aesthetics to capture the attention of China’s increasingly sophisticated EV market.
The Audi E’s exterior design aligns closely with its concept predecessor, offering a modern and sporty appearance. The front fascia features slim headlights and air intakes in the bumper, while the slanted A-pillars and LiDAR sensor on the roof hint at advanced autonomous driving capabilities. Replacing conventional side mirrors, cameras enhance aerodynamics and provide a futuristic touch.
Key design highlights include eight-spoke rims, hidden door handles, and a sweeping roofline, suggesting a sporty shooting brake or wagon profile. The rear is adorned with a thin taillight unit, a pronounced diffuser, and a roof spoiler, contributing to its dynamic aesthetic. The vehicle also boasts a sunroof, adding to its premium appeal.
Powered by a dual-motor setup, the Audi E delivers an impressive 764 hp and all-wheel-drive capability. Its 100 kWh battery offers a range of up to 700 km, ensuring it meets the expectations of China’s tech-savvy and range-conscious EV buyers.
Scheduled for launch in the summer of 2025, the Audi E represents a bold step for the German automaker. Designed, developed, and manufactured in China, this vehicle marks Audi’s commitment to adapting to one of the world’s most competitive EV markets. By embracing local tastes and advanced Chinese technology, Audi aims to establish a stronger foothold in a region dominated by domestic brands.
As the first model of Audi’s new China-focused sub-brand, the Audi E could pave the way for a fresh chapter in the brand’s global electric strategy.
