The newly established AUDI brand in China is preparing to unveil its first production vehicle. German luxury automakers have long thrived in the Chinese market, but the rise of local electric vehicle (EV) manufacturers has prompted brands like Audi to reconsider their strategies. Audi, which entered China in 1988, is now launching a sub-brand designed to cater to the country’s growing demand for electric cars.
At a 2024 sales conference, Audi CEO Gernot Döllner revealed that AUDI’s inaugural production model will debut at Auto Shanghai, scheduled for April 23 during the press preview day. Although the exact model name is still under wraps, it will be based on last year’s AUDI E concept. Unlike Audi’s conventional lineup, AUDI’s vehicles will be fully electric.
Developed in partnership with Chinese automaker SAIC, the AUDI sub-brand will feature models including an SUV and Sportback, set to launch in the next two years. Distinct from Audi’s global offerings, these China-exclusive cars will replace the iconic Four Rings logo with a bold “AUDI” script.
The first vehicle will be built on a new Advanced Digitized Platform, providing more interior space than Audi’s traditional gas-powered wagons. It will offer a range of up to 435 miles with fast charging capabilities. With a 100-kWh battery, two electric motors, and 764 hp, the AUDI E concept accelerates from 0 to 62 mph in just 3.6 seconds.
AUDI aims to attract young, tech-savvy customers with these innovative, China-focused models.