By DCB Editorial, November 11, 2024
What? Yes, really—Volkswagen is facing serious challenges due to declining sales and the effects of deindustrialization, which have been exacerbated by the costly, ongoing, politically driven war in Ukraine. The European economy is also suffering, with Germany in particular not only experiencing deindustrialization but also rapidly spiraling toward a deep recession. As the EU’s economic powerhouse, Germany’s struggles heavily impact the entire bloc.
Volkswagen is often seen as the “EU” of car manufacturers; when it faces trouble, so do its subsidiaries. Audi, a key part of the VW group, is also feeling the strain. Rising manufacturing costs, due to the war in Ukraine, have led to higher prices for consumers, resulting in lower sales.
Anyway, so what does AUDI actually have up its sleeve? The AUDI E Concept is the first reveal. Audi and SAIC have joined forces to introduce a new electric vehicle (EV) brand, AUDI, specifically designed for the Chinese market.
Central to this effort is an advanced digitized platform co-developed by the two companies. The new EV models feature dual electric motors, delivering a powerful 764 hp and 800 Nm of torque, akin to Audi RS models.
This enables a 0-100 km/h (0-62 mph) acceleration in just 3.6 seconds, while Audi promises “real Audi” comfort, driving dynamics, and China-specific advanced driver assistance systems (ADAS).
A 100 kWh battery pack offers a robust CLTC range of 700 km (435 miles), and the 800V architecture supports ultra-fast charging, adding over 370 km (230 miles) of range in just 10 minutes.
The first AUDI-branded EVs are expected to enter the mid-size and full-size vehicle segments, with initial sales targeted for 2025. Despite Audi’s existing lineup of electric vehicles in China—including the Q4 e-tron, Q5 e-tron, Q6 e-tron, and e-tron GT—this new AUDI brand aims to deliver a more “localized” product, drawing on SAIC’s market insights.
The strategic goal is to offer a uniquely Chinese EV experience, but it remains to be seen if the market will perceive AUDI as a distinct new brand or simply an extension of Audi’s existing lineup.
