Audi launches E-SUV concept: second model for Chinese brand AUDI

AUDI (in Capital Letters): A New Era of Luxury Electric SUVs, Exclusively in China

The new AUDI E SUV concept has been officially unveiled at the Guangzhou Auto Show, marking a major development for the Chinese brand AUDI, a name that, although spelled identically, is clearly distinguishable from the German manufacturer with the four rings. This large electric SUV heralds the brand's second production model, strengthening the strategic partnership between Audi (Germany) and Chinese giant SAIC Motor.

Who is the AUDI brand (with Capital Letters)?

The AUDI brand (written entirely in capital letters and, most importantly, without the classic four-ring logo) is a sub-brand launched in 2024 as a result of a joint venture between Audi AG and SAIC Motor (Shanghai Automotive Industry Corporation).

• Purpose: This sub-brand was created exclusively for the Chinese market, as part of Audi's strategy to accelerate electrification and offer products specifically tailored to local tastes and requirements, especially in terms of digital and connectivity technology.
• Key difference: The AUDI brand focuses on premium electric vehicles, equipped with software and assistance systems (such as the AUDI 360 Driving Assist System) developed specifically for the traffic conditions and preferences of Chinese customers. Unlike “traditional” Audi models sold in China (which are often built through a separate partnership with FAW), AUDI models use a shared platform with SAIC, called the Advanced Digitized Platform (ADP).

The AUDI E SUV Concept: Power and Technology

The AUDI E SUV concept prefigures a production model planned for launch in 2026 (some sources are already calling it the AUDI E8), following the brand's first model, the AUDI E5 Sportback.

• Impressive Dimensions: With a length of 5057 mm and a wheelbase of 3060 mm, it positions itself as a large premium SUV, similar in size to a BMW iX or even models like the Audi Q7/Q8.
• Design: It adopts a futuristic design language, highlighted by the Matrix LED headlights integrated into a rectangular frame and the absence of traditional door handles and classic side mirrors (replaced by video cameras), contributing to aerodynamic efficiency.
• Performance: The four-wheel drive (quattro) configuration and two electric motors provide a combined output of 680 horsepower (500 kW) and acceleration from 0-100 km/h in around 5 seconds.
• Range and Charging: The 109 kWh battery promises a range of around 700 km (according to the Chinese CLTC cycle, which is generally more optimistic than the WLTP). The 800-volt architecture allows for ultra-fast recharging, adding 320 km of range in just 10 minutes.

Will We See It in Romania? A Market Analysis

Given the available information, the most likely answer is: NO, at least not officially, in the near future.

• Exclusive Market: The AUDI brand was designed and launched explicitly to be exclusive to the Chinese market. The decision to create a separate brand, without the four rings emblem and with locally developed systems, underlines Audi and SAIC's desire to address the challenges of the Chinese market (the world's largest auto market) with customized solutions.
• Local Platform and Software: The use of the ADP platform developed jointly with SAIC and the integration of assistance systems (AUDI 360 Driving Assist System) optimized for Chinese traffic suggest that the vehicles are not initially designed to meet European homologation regulations (safety standards, emissions, etc.) without major modifications.
• Audi Global Strategy: Audi AG continues to launch and sell globally, including in Romania, its own range of electric vehicles based on the PPE (Premium Platform Electric), such as the upcoming Q6 e-tron or A6 e-tron. These represent their premium offering for Western markets.

Conclusion: Although the performance and technology of the AUDI E SUV concept are impressive, it is a product of the “In China, for China” strategy. It is unlikely that this model will be officially exported to Europe or Romania, as it would compete directly with Audi’s European electric range and would not justify the efforts of re-homologation and software adaptation for a market already served.