Audi is set to launch a new electric vehicle (EV) sub-brand called AUDI, which is styled in all capital letters to differentiate it from the main brand. This new lineup, developed with SAIC, Volkswagen Group’s key Chinese partner, explicitly targets the Chinese market. The first production model will debut at the Shanghai Auto Show in late April. AUDI is positioned as a global EV initiative that combines German engineering with deep knowledge of the Chinese market.
This new brand represents a major strategic move. It departs from traditional Audi models by introducing a new platform, fresh design language, and updated internal systems. The production version of the previously revealed AUDI E concept will be a centerpiece of the auto show. Leaked details about its design and specs have drawn international attention even before the reveal.
Design Language Draws Heavily from Concept
The first production model will mostly retain the look of the AUDI E concept. Spy photos of test vehicles show that key features have been preserved, such as narrow LED headlights, frame-style taillights, and sculpted body lines. The car must also include retractable door handles and a large rear spoiler.
Reports suggest the vehicle will feature frameless doors and optional camera-based side mirrors. A panoramic glass roof is also expected, emphasizing the premium appeal of the electric sedan. The overall design is more futuristic, with a sharper and more dynamic silhouette than previous Audi models. The car is around 4,870 mm (191.3 inches) long, 1,990 mm (78.3 inches) wide, and 1,460 mm (57.5 inches) high, with a wheelbase of 2,950 mm (116.1 inches). These dimensions put it in the same segment as the IM LS6. Since IM Motors is part of the SAIC group, platform sharing is expected, which could streamline development and reduce costs.
The powertrain specifications are impressive. Based on the concept, the production model will feature an 800V architecture with a dual-motor system, delivering up to 775 horsepower and 800 Nm (590 lb-ft) of torque. The production model is also expected to feature a 100 kWh battery, offering strong performance and a competitive driving range, positioning it as a high-performance electric sedan.
High-Tech Interior with Full-Width Display
Although no official interior photos have been released, spy images suggest the dashboard will feature a wide digital display that combines the instrument cluster and infotainment system. Additional screens may show live video from the side-view cameras, further emphasizing the car’s tech-forward design.
In China’s high-end EV segment, cabin quietness, perceived build quality, and driving dynamics are key competitive factors. Because the AUDI brand is positioned to compete with Tesla, Nio, and Xpeng, it is expected to blend the engineering refinement of German vehicles with localized features that reflect the preferences of Chinese consumers, especially in areas like digital user experience and ride comfort.
China is the world’s largest and most competitive EV market, currently led by Tesla, BYD, Nio, Li Auto, and Xpeng. As traditional premium brands see their influence decline, AUDI represents Volkswagen Group’s strategic effort to recapture consumer interest. The brand aims to attract younger, tech-oriented buyers by offering a fresh experience that stands apart from the legacy Audi image. Audi plans to unveil the first production model under the AUDI brand at the Shanghai Auto Show in late April 2025, with deliveries scheduled to begin in fall 2025. With a completely different design language, platform, and technology strategy, the automotive world is closely watching how this new sub-brand will influence the broader EV market.
