Still image, Color: Morning Haze
Audi embraces its future in China by introducing a new model for the Chinese electric market called AUDI that ditches the famous “four rings” logo in favor of four capital letters – but one thing they haven't left behind. AUDI Audi's long-roofed design language is teutonic.
As you'd expect from Audi's statement that Audi is something new and completely different from Audi, it's hard to read and confusing. Check out this sample and you'll see what I mean:
The first car brand to enter the Chinese market back in 1988, Audi was a pioneer. As it launches its new Audi model in partnership with SAIC, the company is now staking its claim on this role. AUDI is made up of 100 percent Audi DNA and embodies “Vorsprung durch Technik” in the era of intelligent, electrically connected vehicles. The Audi E concept car was jointly developed by experts from Germany and China. It provides a preview of three upcoming production models that will be launched in mid-2025.
Audi Media Center
Which – I don't know. Maybe you are smarter than me and this all makes sense. Still, Audi seems serious about this new Audi thing, and the first car to wear the new nameplate seems to share the familiar Audi DNA, if only because it's an AWD wagon and not just a regular one. An SUV.
The AUDI E concept, itself
Developed in collaboration with Chinese auto giant SAIC, the AUDI E Concept is nearly 4.8 meters long, placing it squarely in the BMW 5-series, Mercedes-Benz E-class where the A6 often sits. Powered by two electric motors (one on each axle) producing 570 kW (~765 hp) and 800 Nm (590 lb-ft) of torque on the ground with Audi's “signature” quattro four-wheel drive , which enables the AUDI to rocket from 0-60 mph in about 3.5 seconds.
The concept car is equipped with a 100 kWh battery that Audi's parent company Audi says is good for a range of up to 700 km (~430 miles) on the Chinese cycle. The vehicle's Advanced Digitized Platform also boasts an 800 volt system architecture that allows for “super-fast” charging, adding more than 220 miles (370 km) of range in just 10 minutes.
Electrek's Take
Audi's official statement says that the use of “AUDI” in place of the nearly 100-year-old Auto Union logo “marks both the connection and differentiation of the sister brand.” Now, call me sneaky, but that seems confusing and somewhat cowardly to me – if Audi wants to sell affordable models in China under a different brand name, it already has: Volkswagen.
Building an AUDI that isn't really an Audi is weird, and I don't think this move is helping to create the kind of core strength that VW and Audi need to get themselves out of trouble.
SOURCE | PHOTOS: Audi.
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