Without four rings: Audi launches new electric vehicle concept brand

While some automotive brands are boldly launching electric vehicle lines under their own name, some manufacturers are resorting to a strategy of launching new names. At least in some markets.

This is exactly what the German stable Audi decided to do. According to Autocar, it will launch a new brand of electric cars for the Chinese market. It will be called AUDI and will get rid of the four rings on the nameplate. The brand will be launched as part of an expanding joint venture with longtime partner SAIC.

The audience for the new brand is defined as young, technology-oriented Chinese buyers of electric vehicles. The concept of the AUDI E electric station wagon has already been developed for them. Its production is scheduled to begin in 2025. The station wagon is to be the first of three new AUDI models, the other two being a sedan and an SUV, which are to be launched in China in 2026 and 2027.

The expansion of joint operations between Audi and MG owner SAIC is aimed at leveraging the former's reputation for design and engineering with the latter's speed-to-market capabilities and local expertise. It is noteworthy that the first AUDI model was developed in just 18 months - almost twice as fast as traditional Audi models.

Audi CEO Gernot Dellner emphasized that the Audi-SAIC partnership lays the foundation for "a new generation of advanced intelligent cars that will be exclusive to China." The abandonment of the traditional four-ring emblem indicates a new direction in both design and branding.

As for the new model's dimensions, it will be 4870 mm long, 1990 mm wide, and 1460 mm high, which means that in all dimensions it will be slightly larger than the new Audi A5 Avant wagon with a traditional engine. This should provide more interior space and capacity for the Chinese model.

The E style combines a striking LED headlamp design with a clean and largely unadorned surface. This gives it a more monolithic appearance than later models of the main Audi brand.

Based on a new advanced digital platform developed by Audi and SAIC, the new wagon features an 800 V electric architecture and a two-motor powertrain that delivers a total output of 754 hp and 800 N-m of torque. Thanks to Quattro all-wheel drive and torque vectoring, Audi claims a 0-60 km/h time of 3.6 seconds.

The 100 kWh battery also provides the E with a range of more than 700 km according to the CLTC test standards in China. Details of charging speeds have not yet been disclosed, but the first AUDI model is said to provide a 300 km recharge in 10 minutes using a powerful DC charger.

Other features announced for the future production version of the new station wagon include all-wheel drive and air suspension. Inside the E, there is one freestanding curved touchscreen and four seats - a driver's seat and three passenger seats. Emphasizing the luxury character of the car, the interior also uses a combination of natural fibers and wooden elements of decoration.

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