‘AUDI’ is, um, Audi’s China-only brand, and this is AUDI’s 765bhp E concept

Audi has launched a new brand in China, and it is called AUDI. In a classic ‘I didn’t hear you the first time can you repeat that please’, this shouty new AUDI is a collab with China’s SAIC, with an ambition to build “intelligent connected vehicles”.

So connected in fact, AUDI – no, we heard you the first time – has dispensed with, um, Audi’s famous four rings. Look at the car above. No rings. Sorry, NO RINGS.

Ah yes, the car above. It’s called the AUDI E concept, developed by Audi Germany and – can you speak up a bit please – AUDI China, offering a preview of “three future production models to be introduced from mid-2025”.

Size-wise, it’s roughly there or thereabouts an Audi A6 Avant – though obviously fatter because Concept Car – and features a 100kWh battery providing electricities to a twin-motor setup (one on the front axle, one on the back).

Total power stands at 765bhp (570kW) and 590lb ft of torque, and because it’s got quattro – something Audi is famous for – it’ll reel off 0-62mph in 3.6s. Sorry, THREE POINT SIX SECONDS.

The ‘Advanced Digitised Platform’ gets 800V architecture, which allows for genuinely fast charging: find a quick enough plug, and you’ll be able to refill 370km of range (230 miles) in just ten minutes.

It’s… recognisably a new-age, non-shouty Audi, for sure. A rather good-looking one, too. There’s a wide, open mouth – of course – smoothed flanks, narrowed lights and a sportback-esque shape. Sits low on the road, which is a refreshing change.

And of course, there’s a 4K pillar-to-pillar touchscreen inside, along with illuminated wood and microfibre among the materials choices… and precious little else. The design team working out of Beijing has zeroed in on Chinese customer-wishes, and it’s a clean, very modern aesthetic.

There’s even an AI assistant, though whether this repeats everything in a shoutier voice has yet to be confirmed.

The first cars that’ll deploy this E concept’s ideas will be in the “mid-size and full-size segments”, with the first one going on sale as soon as next year. Indeed, Audi highlights SAIC’s innovation as key to rolling these things out quickly.

“The automotive industry is undergoing the largest transformation in its history,” said Audi boss Gernot Döllner. “With our partnerships in China, we are playing a decisive role in this transformation.

“The upcoming models are aimed at a promising and simultaneously demanding new customer segment. The cooperation will further expand the Audi portfolio of battery electric vehicles (BEV) in China and accelerate the company’s transformation in the world’s largest market,” Döllner added.

Cool car, no? We said COOL CAR, NO?