Meet the AUDI E SUV that isn’t Audi at all

AUDI; Audi’s surprising new China-only brand is turning heads, blending German engineering with rapid Chinese innovation.

Audi is setting up its future in China with one of its boldest moves yet: launching a new electric SUV under a brand that carries Audi’s DNA but not its iconic four-rings badge. Introduced at Auto Guangzhou 2025, this China-exclusive sub-brand—spelled in four capital letters as AUDI—signals both its connection to and distinction from its German sister brand.

Developed in partnership with SAIC, the new EV is explicitly tailored for the Chinese market, blending unmistakable Audi engineering with China-driven innovation. As the brand’s second model, it represents Audi’s strategy to stay competitive in the world’s largest and fastest-moving EV landscape.

SAIC, China’s largest state-owned automaker and a Fortune Global 500 company, already launched the sub-brand’s first model, the E5 Sportback, with an impressive start. The sporty vehicle gathered 10,000 orders in the first 30 minutes of pre-sales, and the expectations are high for the new SUV models, too.

How is this AUDI not Audi?

The name AUDI has prompted people to wonder whether this new launch is an extension of the German Audi brand. The Chinese AUDI is not a direct counterpart of the German Audi. In reality, the latest launch is co-produced by SAIC, China’s most popular automaker, and Audi, the German company, oversees the project.

The easiest way to picture this is the branding, which is intentionally separate but has the same name. In a way, it can be understood that AUDI has its own designs and cars, but is linked to the German brand Audi to a small extent. 

Why choose the same name?

The Chinese brand’s name has prompted people to question the elephant in the room: why choose a deliberately confusing name? The answer lies in the success of foreign automakers in China.

Audi, the German automaker, realized that its cars were not as popular in China as it had hoped. Chinese consumers want different designs, features, and advanced technology that current European vehicles can’t provide. Ultimately, Audi decided to team up with SAIC to create a separate brand just for China. 

Audi’s plan to create a standalone Chinese EV brand seemed successful in theory, but it needed strong marketing to succeed. Audi did not want to withdraw from the project completely, so it deliberately chose all-caps AUDI to represent the Chinese brand. This way, buyers can immediately connect with the German Audi brand while still getting a car that suits their needs.

What are the differences

Key changes between AUDI and Audi will help people differentiate the two. 

• The Chinese brand abandons the famous four-ring logo. Instead, it uses capitalized letters: AUDI.
• AUDI cars will be marketed only in China, while Audi will cover the global market.
• Audi continues to use Audi platforms and design elements, while the Chinese AUDI will have its own platforms and design. 
• The only similarity between the duo is its name, which supposedly conveys that the German company has approved the freedom associated with the car manufacturer in China.

A design inspired by China: The AUDI E SUV

Chinese buyers prefer faster innovation than what European brands can provide today. Therefore, the E SUV is built with advanced technology, fast-charging capability, large screens, and extensive digital integration.

Big automakers rarely reveal much technical information when introducing concept cars, since key specifications often change during the final stages of development. But in this case, AUDI has already shared a few early insights. While details may still evolve before production, the company offered a glimpse into the technology and direction behind its new China-focused vehicle, giving the industry an unusual early look at what to expect.

Technical specifications

The AUDI E SUV is a large luxury all-electric premium SUV. It combines futuristic SUV design, Audi’s signature driving dynamics, and quattro traction with first-class travel comfort and comprehensive digital connectivity. The vehicle is built on an advanced digitized platform called ADP.

The E SUV concept features innovative driver assistance systems designed explicitly for China. Customized for Chinese traffic conditions and driving scenarios, they enable a relaxed and safe driving experience on highways, in dense city traffic, and during assisted parking.

It is expected to feature a pillar-to-pillar screen, ambient lighting beneath the paint that is only visible when illuminated, a center console with a touchscreen, steering-wheel-mounted rotary dials for quick adjustments, and wood trim borrowed from Audi’s Grand Sphere concept. Ultimately, the AUDI E SUV borrows a couple of similarities from its German counterpart, but adds individuality to give it a distinct identity.

Performance

According to AUDI, the E SUV is powered by two electric motors. One at the front and one at the back. The two motors combined produce 670 horsepower. This vehicle can accelerate from 0 to 62.1 mph in just five seconds, an impressive feat that places it alongside competitor models like Li Auto L7, NIO ES8, and similar high-end variants of BYD’s Yangwang.

Battery capacity and range

The AUDI E SUV comes with a battery with a 109 kw/h capacity. The CLTC, a Chinese testing model that uses gentler driving simulations, estimates the range to be around 435 miles. This range might differ from U.S. and global standards, but it perfectly marks the vehicle for success in China.

Regarding charging, the vehicle is built on a newly popular 800-volt platform, meaning it can gain about 200 miles of range in ten minutes when connected to a high-power charger.

Another AUDI models

The AUDI E SUV is not the first project by AUDI by SAIC. Earlier this year, the E5 Sportback entered production, with a design that already incorporated multiple elements associated with the SUV concept. These features include full-width lights that shine from beneath the paint, numerous control zones, a large, continuous display that stretches across the dashboard, and luxury-focused finishes.

According to Chinese tests, the E5 Sportback has high-output electric motors, estimated to go up to 700 horsepower, though this has yet to be confirmed. Besides the E5 Sportback and the new E SUV, rumors said AUDI is working on a third model, but details have not been released yet.

Audi’s decision to authorize a different manufacturer to produce cars under the same name demonstrates the automaker’s effort to appeal to all its consumers, even if it means producing a vehicle that will not exceed regional demand.