- Audi’s latest idea has a well-known title—the Audi E—however a really totally different vibe.
- This electrical wagon is aimed toward successful again gross sales within the Chinese language market.
- It is a three way partnership with China’s SAIC and never solely boasts specs on par with a class-leading Chinese language EV, however is aimed instantly at these customers.
It is no secret that the Volkswagen Group has not had an incredible time in 2024. It is struggled with slumping gross sales in China, as soon as its greatest market, whereas it faces intense Chinese language competitors again house. It is staring down manufacturing facility closures and layoffs as prices mount. All of the whereas, China’s electrical auto trade is powering ahead whereas different elements of the world enter “wait and see” mode.
However in the present day in Shanghai, Audi confirmed that it isn’t taking this case mendacity down. Meet its newest idea and model: the Audi E Idea, from AUDI. Sure, all-caps “to sign each the connection to and differentiation from the sister model,” which on this case would merely be Audi. Whereas that is actually an odd branding choice that sort of jogs my memory of that previous Marc Jacobs meme, the idea itself seems to be nice, the specs are spectacular and its mission is extraordinarily clear: get proper in China earlier than it is too late.
Photograph by: Audi
“By launching this new model for electrical and clever fashions in China, Audi is breaking new floor to faucet into new and extra tech-savvy buyer segments,” Audi’s world CEO, Gernot Döllner, stated in a information launch. “The upcoming fashions are aimed toward a promising and concurrently demanding new buyer phase. The cooperation will additional develop the Audi portfolio of battery electrical automobiles in China and speed up the corporate’s transformation on the earth’s largest market.”
What is obvious is that this electrical idea is by China and for Chinese language consumers. That is as a result of interesting to that group has turn into a persistent downside for the Western automakers who as soon as thought the world’s largest automotive market could be a sort of everlasting money cow. Recently, that hasn’t been the case. Homegrown Chinese language automakers haven’t solely dramatically superior in EV and battery tech, however in addition they know the best way to enchantment to the very specific tastes and likes of Chinese language automotive homeowners: no buttons, plenty of inside lighting, huge screens, tons of linked tech and comfort options and extra.
It is no marvel then that Audi partnered with China’s SAIC for this one, which additionally contains a completely new electrical platform referred to as the Superior Digitized Platform. That ought to spawn at the least three new full-size and midsize EVs, all attending to market 30% quicker to match the lightning pace of China’s different automakers.
Photograph by: Audi
“The brand new joint program presents the very best of two worlds in automotive growth. It combines the strengths of Audi with SAIC’s innovation pace,” the automaker stated in a information launch. “Audi brings know-how in premium merchandise and design, general car growth, and engineering to the desk. SAIC presents quick improvements, a well-established expertise ecosystem, and deep perception into the native market’s calls for.”
And the Audi E Idea is on the full-size aspect of issues. It is slightly longer than an Audi Q6 E-Tron crossover, about as broad and decrease and sleeker general. The grille is a radical departure from something Audi’s achieved up to now, ditching the long-lasting four-ring emblem for the title in all-caps. (I would additionally argue it seems to be a bit extra attention-grabbing than Audi’s present, overly fussy design language.)
Photograph by: Audi
The specs are the place it actually shines. The idea automotive has a 100 kWh battery and dual-motor all-wheel-drive estimated at 700 km (435 miles) of electrical vary on China’s beneficiant CLTC testing cycle. It has an 800-volt structure and may supposedly add a staggering 230 miles of vary in 10 minutes. It is fast, too, with 764 horsepower and a zero to 60 mph time of three.6 seconds.
On the within, drivers and passengers get a “pillar-to-pillar” 4K curved show, digital mirrors, only a few buttons and an “AUDI OS” software program setup with facial recognition, an AI digital assistant and different customizable tech options. In brief, it looks like one thing from Xiaomi or Nio, however from Audi.
Photograph by: Audi
And that is precisely the purpose. That is why Audi needed to staff up with SAIC within the first place. Whereas it is nonetheless ramping up trendy EVs for purchasers within the U.S. and Europe, to compete in China, it must play the identical recreation these rivals are enjoying proper now. I bear in mind a time when a China-specific mannequin would imply cringey dragon graphics and issues like that; now, the automakers are catching up after getting leapfrogged on expertise.
Will these Audi E fashions make their strategy to Europe and the U.S.? Given the present backlash with tariffs and crackdowns on software program, I discover the latter particularly unlikely. However I want Audi would discover some strategy to get this tech to trickle down elsewhere, as a result of it undoubtedly appears to be in a unique league.
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