Volkswagen launches AUDI sub-brand for Chinese electric vehicles

Volkswagen Group is launching a new electric vehicle sub-brand called AUDI, with all letters in caps. This brand is specifically for the Chinese market, where local automakers are becoming more competitive. The first model will be unveiled at Auto Shanghai on April 23. AUDI cars will not carry the traditional Audi Four Rings emblem. Instead, they will display the name "AUDI" prominently on the front. This change represents a fresh brand identity. The vehicles are being developed alongside SAIC, a leading Chinese automaker. This partnership aims to speed up development and create cars that appeal directly to Chinese consumers. The initial model will be based on the AUDI E concept shown last year. While details are limited, this concept was designed to be stylish with a spacious interior. It is expected to feature advanced technology and a modern layout with fewer physical buttons. The AUDI E concept has impressive specifications, including a 100-kWh battery that could offer up to 435 miles of range. It is designed for ultra-fast charging, gaining up to 230 miles of range in just 10 minutes. The dual motors promise 764 horsepower, allowing the car to reach 62 mph in just 3.6 seconds. If these features carry over to the production model, AUDI could attract attention in China's high-performance electric vehicle market. AUDI plans to introduce at least two more models in the next two years, including an SUV and a Sportback. All models will use a shared platform developed with SAIC. This new approach aims to reduce production times significantly. Audi has previously catered to Chinese tastes with exclusive models. However, AUDI marks a major shift, targeting younger, tech-oriented consumers in a competitive electric vehicle landscape. The launch comes as Audi's overall sales in China fell by nearly 11% in 2024. Many domestic brands, such as BYD, are strong competitors in the electric vehicle market. The success of AUDI will depend on its appeal to Chinese buyers, but its promising features may help VW Group regain momentum in the market.