Audi is positioning itself for the future in China. To this end, the company is launching its first new brand alongside the E concept: AUDI – without the four-ring logo, but written in four capital letters – signals the connection and distinction from the sister brand.
Based in and tailored for China, the brand and the car represent the best of both worlds – unmistakable Audi DNA meets Chinese innovation. The AUDI E concept perfectly demonstrates how a car can exceed the expectations of Chinese users.
Gernot Dolner, CEO of Audi: “By launching this new brand for electric and intelligent models in China, Audi is breaking new ground to take advantage of new and more technologically advanced customer segments.”
As the first premium car brand to enter the Chinese market in 1988, Audi was a pioneer. As it launches its new AUDI brand in collaboration with SAIC, the company is now emphasizing its claim to this role.
AUDI is 100 percent shaped by Audi DNA and embodies “Vorsprung durch Technik” in the era of electric intelligent connected vehicles. The AUDI E concept car was jointly developed by experts from Germany and China. It offers a preview of three future production models that will be introduced from mid-2025.
Audi CEO Gernot Dolner: “The automotive industry is going through the biggest transformation in its history. With our partnerships in China, we are playing a decisive role in this transformation.” At the same time, Chinese premium customers differ from their international counterparts and have different expectations: they are younger than in the rest of the world. They are more tech savvy. They expect industry-leading connectivity, as well as automated driving and, more importantly, an exciting, unmistakable interior experience that is both familiar and surprising.
With a length of 4870 mm, a width of 1990 mm and a height of 1460 mm, plus a wheelbase of 2950 mm, the AUDI E concept is positioned as an all-electric Sportback. Thanks to the new advanced digitized platform, the E concept comes with perfect proportions and a highly differentiated exterior design language.
The spacious, modern and digitized interior offers great practicality and a fully connected in-car experience.
The E concept also provides Vorsprung durch Technik through clear figures: two electric motors, located on the front and rear axles, provide a total output of 570 kW/775 hp and 800 Nm. Together with the signature Audi quattro all-wheel drive, this enables acceleration from 0-100 km/h in 3.6 seconds.
The vehicle also drives like a real Audi in terms of comfort as well as dynamics. In addition, the E concept has adopted China-specific and highly innovative driver assistance functions. They offer a driving experience that’s both relaxing and safe – whether it’s on highways, in heavy megacity traffic, or even when using automated parking.
The concept car is equipped with a 100 kWh battery, which provides a range of 700 km measured according to the CLTC cycle when fully charged. The advanced digitized platform also boasts an innovative 800-volt architecture with super-fast charging: just 10 minutes of fast charging is enough for more than 370 km of range – meaning charging is as fast and practical as refueling a conventional car.
Design – tailor-made for Chinese customers: The exterior design of the concept car is minimalistic and calm, but still striking, thanks to the smooth rounded wheel arches and confident lighting graphics at both ends. The Sportback silhouette has a flat, elongated roofline and appears dynamic while offering plenty of interior space.
The front and rear design is radically new, iconic and distinctive. It combines minimalism in design features with maximalism in functionality. In both areas, the black loop includes all functional areas. Lights, sensors and aerodynamic elements are combined into one central area.
Many of the experts who worked on the concept vehicle have been working at the Beijing Design Studio for years. As a result, they have developed a deep understanding of traditional aesthetic codes in China, as well as the desires of Chinese customers.
The interior design team prioritized the combination of comfort for which the brand is known and the seamless integration of technology. Users thus experience the concept as a modern, comfortable and connected oasis that suits the urban lifestyle in Chinese megacities.
The center console offers open storage space for two phones. The pillar-to-pillar curved 4K touchscreen offers a new dimension of intuitively accessible information. Digital exterior mirrors are integrated into this display.
The door integrates illuminated wood and microfiber in a three-dimensional slat design – an innovation inspired by modern architecture. It creates a fascinating combination of natural materials and current technology.
The operating system AUDI OS represents a completely new way of interaction – smartly adapted to clients and their requirements. The result is a digital and physical stage adapted to all passengers in the car. Especially during digital interactions, all key information is positioned and presented in the top-level menu.
A rich ecosystem of entertainment and applications offers many smart solutions in the car through individualized facial recognition. The smartphone interface enables seamless integration of the user’s personal device.
Smart controls: AUDI Assistant, an AI avatar, is positioned at the center of the interior, offering touch and voice controls. Its design conveys emotional feedback when interacting.
AUDI Control, located below the AUDI Assistant on the center console, is a perfect example of combining touch controls and digital functions in one superb design. It can be used to navigate any content on the big screen effortlessly. It contextually adapts to any function or content that users interact with.
Prepared by: Ivan Mitić – Autoblog.rs
Source: autoblog.rs
