Audi is poised to unveil a flagship model at Auto Shanghai 2025, marking the introduction of its new, China-exclusive electric sub-brand—AUDI. This launch signifies a significant transformation for the German automaker as it strives to adapt to the swiftly evolving consumer demands and increasing competition within the Chinese electric vehicle market.

The public unveiling is scheduled for April 23, coinciding with the event's first press day, and is expected to showcase a production version of the AUDI E concept revealed last year.

A fresh identity

Unlike the traditional Audi lineup, this new sub-brand will replace the iconic Four Rings emblem with a bold "AUDI" script, symbolizing a clear departure from established norms. This sub-brand has been specifically developed for the Chinese market in collaboration with SAIC, a prominent domestic automotive company. Audi announced its partnership with SAIC in July of the previous year, aiming to jointly create ‘intelligent’ and ‘connected’ vehicles by leveraging the strengths of both manufacturers.

This strategy aligns with a broader trend among established automakers to localize product development, ensuring they remain competitive in a market increasingly influenced by agile, technology-driven domestic firms.

Accelerated innovation

The inaugural AUDI model will be built on a specialized Advanced Digitized Platform co-developed with SAIC, allowing Audi to shorten its development timeline by 30 per cent. It features an extended wheelbase that provides a more spacious interior compared to the A5 or A6 Avant while maintaining similar external dimensions.

Equipped with a 100-kWh battery and a dual-motor all-wheel-drive system, the vehicle boasts a maximum range of up to 700 km (CLTC). Thanks to its 800-volt architecture, it can regain 370 km of range with just a 10-minute charge.

With two additional models—a Sportback and an SUV—currently in development, the AUDI brand signifies a new chapter that prioritizes speed, innovation, and localization over traditional heritage.

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