[RahulNagaraj]

German luxury carmaker, Audi, has launched a new brand for EVs in the Chinese market. The new brand, simply called "AUDI", is said to be a joint-venture operation with the brand's long-term partner SAIC.

The new "AUDI" brand is said to offer products aimed towards younger and much tech-oriented Chinese EV buyers. Alongside the launch of the new brand, the company also revealed its first concept vehicle, the AUDI E - an electric estate.



As per reports, the Audi-SAIC joint venture will make use of Audi's reputation for design & engineering while pairing it with SAIC's speed-to-market capabilities & local expertise. The first AUDI model is said to have been developed in just 18 months - half the time taken for a traditional Audi model.



Gernot Dollner, CEO, Audi, stated that their partnership with SAIC provides a foundation for a "new generation of advanced, intelligent vehicles, which will be exclusive to China." He further added, "The joint platform allows us to address a promising yet demanding segment with state-of-the-art connected vehicles."

The new AUDI E doesn't feature the iconic four-ring emblem. The estate concept measures 4,870 mm in length, 1,990 mm in width and 1,460 mm in height. It has a wheelbase of 2,950 mm ensuring plenty of interior cabin space. Other features include four-wheel steering, air suspension, a single free-standing curved touchscreen and individual seating for all four passengers; among others.



The AUDI E estate gets an 800V architecture with dual electric motors producing a combined power output of 754 BHP and 800 Nm. The electric motors are paired with a large 100 kWh battery pack, offering up to 435 miles (700 km) on a single charge (CLTC cycle). It has fast charging capabilities, allowing up to 300 km in just 10 minutes.

Source: Autocar

Link to Team-BHP news

[amol4184]

Originally Posted by RahulNagaraj

German luxury carmaker, Audi, has launched a new brand for EVs in the Chinese market. The new brand, simply called "AUDI"

But why, or in other words WHY?

I honestly thought this was a joke but looks like they are serious. And it gets worse:

The new AUDI E doesn't feature the iconic four-ring emblem

[callmeneo]

Wouldn't it have sounder better if the brand was called "AUD-E"?

[gauravanekar]

It seems as though this is a badge-engineered SAIC car with 'AUDI' stuck on the car.

[extreme_torque]

This is basically telling people on their face that its the same car underneath as SAIC, but I will sell it to you for twice the price because you want the brand, the same brand who is not able to build a half-decent EV for a price people would want to pay for it in first place.

The German car makers are doomed.

[Sensible_Speed]

VW is in some deep sh*t if they've to resort to these kinds of measures. They're also shutting down factories in Germany itself. Is this the beginning of the end for the European manufacturers? From what I've read, Stellantis is also on life support right now. BMW and Mercedes are fine for now, but they don't seem to have a concrete strategy in place either. The European regulators playing chicken is hurting one of their last real sources of income and productivity. If the automobile sector fails, what do they have left to prop up their flailing economy other than imperially accumulated wealth. Compounded by the war and now, the looming threat of Trump pulling the plug on the continent, I see some very dark days ahead for Europe.

[Mystic]

I hope it is not yet another rebranding kiss of death has struck again, with the latest victim to succumb to SARS (Severe Acute Rebranding Syndrome) AUDI.

Rebranding from the iconic rings is not a good idea. May be they will learn it after a while on the mistake and revert back to the rings again.

Many multinational companies in the past have done this mistake in rebranding. It is very tricky.

[1.2TSI7DSG]

From spot the difference special editions cars, VW group now presents you an advanced round for Logos.

[Asish_VK]

Audi : AUDI.

[vivee90]

VW group must be so desperate and SAIC is so audacious!

A decade ago, such partnerships were meant to transfer technology from German OEMs to local ones, but now tide has reversed.

VW must have been in serious trouble to do this brand parting-morphing exercise!

[samitjain]

It should have been called ODD-E

[DicKy]

Have to wait and see if this is brand suicide.

Then again, Audi is more Chinese than BMW or Merc will ever be. From being the government favourite vehicle to successful businessman vehicle to tech transfer to local assembly to starting to offer Chinese only LWB models. If Audi has started something, then it maybe sign of things to come.

Originally Posted by Asish_VK

Audi : AUDI.

Attachment 2681626

Aisshhh....

Audi...Aisshhh...AHUDHI

Sorry MODS. Couldn't help but put a one-liner in the legendary actor's voice..

[SmartCat]

I'm fairly sure they paid atleast $10 million to the marketing consulting firm for this re-branding idea.

[Samarth 619]

The only possible explanation is that maybe Audi wanted to encash on their existing reputation. And just as they had to change something, they made it uppercase. Maybe their managers thought making it "Aud-E" or "AudiE" would sound like a counterfeit Audi, specially because its China we're talking about (China has changed, still)?

In any case, I don't think its a brand suicide. Why should a target customer care, mind or be affected by Audi changing into uppercase for e-cars?

Its a weird news though, no denying.

[zeus18]

Originally Posted by Sensible_Speed

VW is in some deep sh*t if they've to resort to these kinds of measures. They're also shutting down factories in Germany itself. Is this the beginning of the end for the European manufacturers? From what I've read, Stellantis is also on life support right now. BMW and Mercedes are fine for now, but they don't seem to have a concrete strategy in place either. The European regulators playing chicken is hurting one of their last real sources of income and productivity. If the automobile sector fails, what do they have left to prop up their flailing economy other than imperially accumulated wealth. Compounded by the war and now, the looming threat of Trump pulling the plug on the continent, I see some very dark days ahead for Europe.

Bmw reported historic downfall in their profits and revenue earlier this month.