Audi launches new sub brand: new AUDI E concept revealed

• Audi reveals new Chinese sub brand
• Makes electric cars in tandem with SAIC Motor
• Launches with the AUDI E concept
• Large SUV with 764hp
• Clever AI-based infotainment system
• Won’t some to the UK or Europe

Audi has launched an all-new brand which exclusively builds electric cars, and it’s called AUDI. Confused? You’re not alone. It may be the same name, but it’s now capitalised, and this brand doesn’t use the four-ring logo.

It’s launching with the AUDI E concept, a large electric SUV with 764hp and parts which are shared with SAIC Motor, the Chinese company which owns MG. AUDI is also exclusive to the Chinese market, so you won’t be seeing this imposing-looking thing on UK roads.

Audi’s new sub brand – what’s going on here?

Good question. In short, Audi has made an all-new sub brand which makes electric cars for the Chinese market, but clearly it didn’t want to risk losing all the kudos that the Audi name carries, so it’s called AUDI – stylised in all caps. AUDI also doesn’t use the four-ring logo, the emblem is simply the brand name spelled out.

This is also a joint venture with SAIC Motor, and the new partnership has AUDI overseeing vehicle development, including the design and engineering, while borrowing some technology from SAIC as well as using its more in-depth knowledge of the Chinese market to speed up the development process.

New AUDI E concept revealed

This is the first car to come from the new brand – the AUDI E concept. It’s a large electric SUV, around the same size as an Audi Q8 e-tron, which has dual electric motors putting out 764hp and 800Nm of torque.

Powering those motors is a 100kWh battery pack which can deliver a claimed range of 435 miles on a charge, although this is according to the Chinese EV testing standards, which are measured differently to the ones in Europe.

Being a car from a new brand, AUDI can design it from a clean sheet of paper. There are almost no typical Audi styling cues here, and it has a very minimalist look to it. The headlights are neatly integrated into a black rectangle which runs around the front bumper, something which is mimicked at the rear.

Things are similarly contemporary inside, where there are loads of light materials and posh-looking wood trim. The centrepiece though is the massive infotainment system which spans the entire dashboard.

It features facial recognition which can adjust all the settings to suit each individual driver, as well as an AI avatar in the centre which offers voice commands to control various functions throughout the car.

This all sounds very cool indeed, so it’s a shame you won’t be able to enjoy the AUDI E in the UK or Europe. Still, there’s nothing to say some of these features won’t end up in other Audi models in the future.

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