Audi Reinvents Itself, Launches AUDI… for China
Things are going pretty bad for Audi at the moment. The German luxury brand could be laying off 4,500 employees in the next few months—just a fraction of the tens of thousands of jobs likely to be cut within the Volkswagen Group—in addition to the already-announced closure of its Brussels plant.
China, once Audi's biggest market, is no longer as profitable as it once was. Sales over there are falling, and something big needs to be done.
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Enters a new sub-brand called... AUDI—with all caps and no four-ring logos anywhere. The idea is to differentiate it from other Audi products by developing new vehicles specifically in China for Chinese customers.
“By launching this new brand for electric and intelligent models in China, Audi is breaking new ground to tap into new and more tech-savvy customer segments," Audi's global CEO Gernot Döllner said. "The upcoming models are aimed at a promising and simultaneously demanding new customer segment.”
The AUDI E Concept pictured here serves as a preview of things to come. With the help of Chinese automaker SAIC, the wagon-style crossover is built on a completely new electric platform called “Advanced Digitized Platform,” which should spawn at least three new full-size and midsize EVs. All of them are expected to reach the market 30 perfect faster than usual.
The E looks nothing like other Audi vehicles, not even the Q6 e-tron that’s roughly the same size. Oversized wheels and a long, swooping black roof that seems to float above the body add character to the car.
Inside, as in many Chinese electric vehicles, a large 4K digital interface stretches from pillar to pillar and includes screens at both ends for the cameras that replace the rear-view mirrors. The infotainment system features facial recognition, a virtual assistant with artificial intelligence and several other technologies for a personalized experience. The only buttons are on the steering wheel.
As for the technical stuff, the concept uses a 100kWh battery powering two motors (combined 764 horsepower) and providing a range of 700 km according to the not-so-realistic Chinese test cycle. Thanks to the 800V electrical system, it would take only 10 minutes to regain about half that range.
So, do you prefer Audi or AUDI? We’d be curious to find out what you think.
