Left hand, meet right. That seems to be Audi’s grand strategy with the launch of the new “AUDI” brand in China, a move they hope will strike a chord with local buyers. Beyond the all-caps name (as if shouting it will somehow make it cooler), this new venture drops the traditional four rings logo to “signal both the connection to and differentiation from the sister brand”. To mark the launch, Audi has unveiled a concept model called the AUDI E, offering a glimpse of what we can expect from the marque in China.

Audi, the mother brand, claims this identity offers the best of both worlds: “unmistakable Audi DNA meets China innovations.” Translation: it’s an Audi, but not really… except it totally is. Still confused? Don’t worry, Audi helpfully clarifies: “AUDI is shaped 100-percent by the Audi DNA and embodies ‘Vorsprung durch Technik’ in the era of electric intelligent connected vehicles”. Glad we got that sorted out.

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AUDI, the offspring brand, is a joint venture between Audi and domestic powerhouse SAIC, led by Fermín Soneira, formerly Audi’s Head of Product Line for Electric Models. The concept shown today previews three future production models expected to roll out starting in mid-2025.

AUDI E Concept

The AUDI E concept is described as a fully electric Sportback, and the “benchmark” for a new generation of vehicles. It measures 4,870 mm (191.7 inches) long, 1,990 mm (78.3 inches) wide, and 1,460 mm (57.5 inches) tall, with a wheelbase of 2,950 mm (116.1 inches). For reference, that’s roughly the same footprint of the ICE-powered Audi A5, though the design language is different, as it was specifically “tailored for Chinese customers”.

The absence of the four-ring logo is immediately noticeable as it has been replaced by illuminated AUDI lettering at both ends of the car, as well as the center caps on the wheels. Instead of a traditional grille and intakes, the E concept features black loops housing advanced LED lighting elements and sensors for the vehicle’s ADAS systems. The result is a face that’s familiar enough to register as Audi but deliberately styled to suggest it’s something… else.

The silhouette is defined by broad, muscular fenders, a flowing roofline, and Sportback proportions that walk the line between a coupe and a wagon. At the back, the slightly recessed rear windshield adds somewhat of an exotic coupe flair to the design.

Inside the Cabin

Moving to the interior, the AUDI E concept wraps its cabin in microfiber upholstery and illuminated wood accents. Dominating the dashboard is a massive, curved 4K touch-sensitive display that integrates the instrument cluster, infotainment system, and digital mirrors into a single, seamless screen stretching the entire width of the car. Below this display is the housing of the AI-backed AUDI Assistant, and a touch-sensitive bar called AUDI Control. The only other physical controls are the window switches and the buttons on the steering wheel.

Electric Powertrain

Underpinning the concept is a new “Advanced Digitized Platform”, jointly developed by Audi and SAIC. Power comes from dual electric motors, one on each axle, with a combined output of 764 hp (570 kW / 775 PS) and 800 Nm (590 lb-ft) of torque. Those specs that are more fitting for an Audi RS model, enable a 0-100 km/h (0-62 mph) sprint in just 3.6 seconds. At the same time, AUDI promises “real Audi” levels of comfort and driving dynamics, together with sophisticated China-specific ADAS.

A battery pack with a capacity of 100 kWh is reportedly good for a CLTC range of 700 km (435 miles). The 800V architecture is compatible with “super-fast charging”, adding over 370 km (230 miles) of range in just 10 minutes.

The first three production models under the AUDI brand are expected to compete in the mid-size and full-size segments, with the first sales planned for 2025. The irony here is that regular Audi already has a growing lineup of EVs available in China, including models like the Q4 e-tron (in partnership with FAW), Q5 e-tron (SAIC), Q6 e-tron (SAIC), and the e-tron GT. So what’s the need for a whole new brand? The official line is that AUDI is a way to deliver a more “localized” product with SAIC’s influence, while still benefiting from Audi’s tech and branding cachet.

Whether the market will see it that way—or just see it as Audi in a different wrapper—remains to be seen.

The Audi A2 is back, not in the form of a production vehicle, but as a one-off EV conversion from the automaker’s apprentice programme. The A2 e-tron reimagines the brand’s innovative modern classic with new styling cues and a fully electric powertrain, in time for the 25th anniversary of the original.

The model was presented on Audi AG’s social media channels, without any information on the EV underpinnings. The proportions and greenhouse are carried over from the original A2, combined with a few redesigned bits for a modern look.

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At the front, the A2 e-Tron is distinguished by the slimmer LED headlights, an illuminated Audi badge on the covered grille, and a cleaner bumper design. The profile has been enhanced with the omission of door handles, mirror-replacing cameras, wide fender extensions, and a new set of aero-optimized alloy wheels.

The tail has also been updated with modern graphics for the taillights, a cleaner design for the tailgate, and a transparent rear spoiler with an integrated brake light. Photos of the interior reveal that the A2 e-tron has been retrofitted with Audi Sport bucket seats, a pair screens for the rearview cameras, and a new flat-bottom steering wheel.

The automaker congratulated the trainees, students, and supervisors involved with the conversion. Audi’s apprentices have been responsible for cool projects in recent years, including the RS6 GTO in 2020, and the reborn NSU Prinz electromod in 2023.

Never Reached Its True Sales Potential

The Audi A2 appeared in late 1999, although its design – signed off by Luc Donckerwolke – is based on the 1997 Audi Al2 Concept. The 3,826 mm (150.6 inches) long subcompact hatchback with the MPV-like shape was focused on efficiency, featuring an aerodynamic shape (0.25-0.29 cd), frugal powertrains, and extensive use of aluminum in its construction.

While the model was generally praised in reviews, its steep pricing and quirky design resulted in slow demand. When production ended in 2005, only 176,377 units of the A2 had rolled off the assembly line, making it a sales flop.

2010’s more conventional Polo-based Audi A1 supermini served as an indirect replacement for the A2. The 2011 Audi A2 Concept and the more recent 2019 Audi AI:ME Concept were closer to the original model in styling, but didn’t result in a production vehicle.

While the ICE-powered A1 and Q2 will soon be dropped from the lineup, Audi is reportedly working on a new entry-level EV, which is expected to debut in 2027. The model will most likely use an odd number for its name, with the A2 moniker deemed possible.

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