Rings off: Audi drops rings for Chinese EV market
This is a big day for the future of motoring as Audi announces its plan to improve the brand's future, and it's a decision that has us scratching our heads. The German manufacturer has been stepping in awkward directions lately with new confusing naming systems and now a sister brand that is designed for the Chinese market. It's called AUDI; I know, it's a very original name, but this wing of the German automaker will now lack the famous four-ring badge and will be known as just AUDI.
So how did this come to be? Well, the brains behind the operation is a man named Fermín Soneira, who is now the acting CEO of AUDI. Soniera has a 25-year history with the Volkswagen Group and has recently served as Audi's Head of Product Line for Electric Vehicles. Audi has partnered with SAIC as part of this new branching operation, promising that the requirements of their premium customers will serve as the benchmark for their new Chinese products.
On paper, the idea is rather promising, as the mothership, Audi, will offer the brand experience of quality and premium products, while SAIC offers faster innovations, formidable technology, and deep insight into the Chinese market. As much as it might come as a shock, China has a massive investment in electric vehicles, and the nation's ability to manufacture large quantities with speed and cost-efficiency is unrivalled. So this joint venture is beginning to make sense.
Now for the product in question. The AUDI E concept, the first vehicle to wear the new AUDI badge without its rings, boasts an impressive spec sheet and design. This newly minted EV is equipped with two electric motors, one for each axle, and produces a power output of 570kW and 700Nm, allowing this EV to rocket to 100km/h from a standstill in 3.6 seconds. But the impressive figures don't end there, as it comes with a 100kWh battery with an effective range of 700km. Plus, due to SAIC's Advanced Digitised Platform for innovation, it's capable of charging up to 370km of range in 10 minutes.
On the outside, this new concept is definitely a looker with a knack for aerodynamic efficiency, and of course, it's loaded with tech and features. Its silhouette is reminiscent of Audi's fastback design, but its smooth and rounded styling reflects the new brand's forward-thinking attitude. However, AUDI has mentioned that its experts at the Beijing Design Studios have been working on this model for years and have developed a strong understanding of the needs and demands of Chinese customers.
What this means is that it's loaded with high-quality creature comforts. These include two phone storage compartments and a 4K touchscreen display that runs almost the entire length of the dash and is said to be simple to navigate. It also houses the digital mirror feedback. To ensure this car isn’t too cyberpunk, they have added illuminated wood and microfibre to blend a harmonic atmosphere that combines natural elements with modern technology. As a modern-day Chinese car, the user experience heavily incorporates AI.
So, thoughts? In many ways, this makes sense: being able to cater to one of, if not the largest, automotive industries in the world with rapid production and cutting-edge technological innovation. However, this can also swing in the opposite direction, where focusing on technology removes the identity behind what makes German cars so popular. They are meant to be enjoyable to drive and engaging, but most of all, they offer impressive material quality and a sense of a well-thought-out premium product. It looks like Audi is rushing to get ahead of the electric game right now, but separating its conventional methodology and positioning from a new sister brand was a smart way to make this change.
We will have to wait and see if this was the right decision for the brand, or if its hasty approach could result in challenging times in the future. We'll have to wait and see whether we get this new brand, but given the massive Chinese presence in South Africa right now, there's a remote possibility that the AUDI brand will make its way onto our roads.
