Audi is expanding its presence in China with a dedicated electric vehicle (EV) brand, “AUDI” (yes, all caps), developed in partnership with SAIC Motor, the parent company of MG. The latest preview of this venture is the E SUV concept, unveiled at the Auto Guangzhou 2025 show. This marks the second model from the brand, following last year’s initial E concept.
What is AUDI?
This isn’t a typo. Audi, in collaboration with SAIC, has created a separate Chinese-market EV brand. This allows the company to rapidly develop and deploy new EV technology specifically tailored for Chinese consumers, who are among the fastest adopters of electric vehicles globally. The brand operates on a new ‘Advanced Digitised Platform,’ focusing on medium and large luxury EVs. This strategy is significant because it allows Audi to compete directly with established Chinese EV manufacturers while leveraging its brand recognition.
E SUV Concept: Size and Design
The E SUV concept boasts dimensions exceeding even Audi’s Q7 – measuring 5,057 mm in length, 2,042 mm in width, and 1,786 mm in height. The design features a distinctive “monolithic” profile with a squared-off front end, clean lines, and wraparound rear lighting. While the interior has not been fully revealed, it’s expected to mirror the first E concept: a full-width display, wood-grain trim, and concealed air vents.
Performance and Technology
The concept is powered by a 109kWh battery, providing a CLTC-rated range of over 434 miles (700 km). A dual-motor setup delivers 670bhp, enabling a 0-62mph (0-100km/h) acceleration in 3.7 seconds. The 800V charging system enables ultra-fast charging, adding approximately 200 miles of range in just 10 minutes. Notably, the “360 Driving Assist System” is specifically designed for Chinese traffic conditions, reflecting a localized approach to autonomous driving features.
Why This Matters
Audi’s AUDI venture is a strategic move to capture a larger share of the rapidly growing Chinese EV market. By creating a dedicated brand, Audi avoids diluting its global image while catering to local preferences and regulatory requirements. The focus on high-performance EVs with advanced technology positions AUDI as a premium competitor, potentially setting a new standard for luxury EVs in China. The production version of the E SUV is slated for release next year.
