A car’s identity is shaped by two key elements: its design language and the logo that proudly adorns its front and rear, symbolizing its brand. For decades, Audi’s identity was defined by its iconic four-ring logo and sporty, aggressive design.
However, times are changing, and Audi is evolving with them. The company has introduced its first China-specific EV brand in partnership with SAIC Motor. Named simply ‘AUDI,’ the new brand replaces the four-ring emblem with four bold capital letters, reflecting both its German roots and the style of its partner’s name, ‘SAIC.’
Read more: Pakistan, China Firms Sign Deals Worth $40 Million
The launch included an EV concept featuring an 800V fast-charging powertrain and dual 760HP motors powering an all-wheel-drive system. Despite its size, the car boasts a 0-60mph acceleration time of just 3.6 seconds and a 100 kWh battery that offers a range of 434 miles. Designed exclusively for the Chinese market, the vehicle is set to debut in August 2025, with a starting price of $42,000 USD.
The AUDI E, a fully electric Sportback, makes a bold statement on the road with its impressive dimensions: 4,870 mm in length, 1,990 mm in width, and 1,460 mm in height, supported by a spacious 2,950 mm wheelbase. Equipped with dual electric motors on the front and rear axles, it delivers an exhilarating 570 kW of power and 800 Nm of torque, offering the signature quattro all-wheel drive experience. Performance lovers will be thrilled by its 0-100 km/h acceleration in just 3.6 seconds, while maintaining the comfort and dynamic driving experience Audi is known for.
At the heart of the AUDI E is a 100-kWh battery, offering an impressive range of 700 km (434 miles) per charge, as per CLTC (China Light-Duty Vehicle Test Cycle) standards. Featuring advanced 800-volt technology, the EV enables ultra-fast charging, delivering over 370 km (230 miles) of range in just 10 minutes at rapid charging stations. This breakthrough significantly enhances convenience for Chinese drivers, easing daily commutes and long trips while addressing range anxiety.
Inside the cabin, innovation meets intuition with the AI-powered AUDI Assistant. This digital avatar seamlessly manages touch and voice commands, providing an interactive, almost conversational experience. Alongside this, comprehensive smartphone integration allows users to stay connected on the go, catering perfectly to today’s tech-savvy audience.
While the brand remains rooted in Audi’s legacy, its new direction reflects a bold step toward the future, tailored to both global aspirations and local Chinese preferences. The shift from the iconic four-ring logo to the sleek “AUDI” emblem marks a deliberate effort to appeal to younger, tech-driven consumers. Though the four rings had a universal charm, the rebranding shows Audi’s strategic alignment with China’s dynamic automotive market.
