The Guangzhou Auto Show had a star that’s making a lot of noise in China’s electric vehicle landscape, the all-electric AUDI E SUV Concept. This isn’t your typical Audi with the familiar four rings, this is a distinct EV brand tailored specifically for the Chinese market. It’s set to become the second model from the new AUDI marque, following close on the heels of the AUDI E5 Sportback.
Launched in November 2024, the AUDI brand is a clear statement of Volkswagen’s “In China for China” strategy. This initiative focuses on developing localized products with Chinese partners to better address domestic users’ preferences, especially when it comes to software and connectivity. The immediate success of its first model, the AUDI E5 Sportback, a sleek shooting brake sedan, hints at this strategy paying off, as it garnered over 10,000 preorders in just 30 minutes.
Built for the Chinese Road
All AUDI vehicles are a product of the SAIC-Audi joint venture. The E5 Sportback, for instance, utilizes an AUDI-adapted platform from SAIC known as the Advanced Digitised Platform (ADP), incorporating technologies primarily from IM Motors, SAIC’s premium EV brand. This collaboration brings together German engineering prowess with Chinese innovation, a recipe for competitive EVs.
The E SUV Concept: Design and Tech
The new E SUV Concept, rumored to be named AUDI E8, definitely carries the same sophisticated design cues as its Sportback sibling. You’ll notice a lidar unit neatly integrated above the front windshield, suggesting advanced autonomous driving capabilities. Its muscular arches and large wheels give it a commanding presence, while digital rear-view mirrors add a futuristic touch. At the rear, an illuminated AUDI logo makes for a distinctive signature on the road.
Under the hood, or rather, beneath the sleek body, rumors suggest that the top trim will boast an impressive 800V architecture. This high-voltage system allows for incredibly fast charging times, which is a game-changer for many EV owners. It’s set to pack a substantial 109 kWh battery and churn out around 700 hp, promising exhilarating performance. Both RWD (rear-wheel drive) and AWD (all-wheel drive) configurations will be on offer, and interestingly, an EREV (range extender) variant will also be available for those who prefer the flexibility of a hybrid setup.
Ready for Production
With a reported starting price of approximately 260,000 yuan (around 36,600 USD), the E SUV Concept is shaping up to be an attractive option in the growing Chinese EV market. It looks almost production-ready, so we can expect its official launch in early 2026.
In terms of dimensions, this upcoming SUV will measure 5057 mm in length, 2042 mm in width, and 1786 mm in height, with a generous 3060 mm wheelbase. The top-tier AWD model will feature dual motors delivering a combined 500 kW (670 hp) and a 0-100 km/h acceleration time of just 5 seconds. The 109 kWh battery is projected to provide a 700 km CLTC range, making it a capable long-distance cruiser.
Audi’s Broader Success in China
It’s worth noting that the main Audi brand, with its iconic four rings, continues to perform strongly in China, bucking the trend seen with some other global automakers. In October, Audi sales saw a 3.5% increase year-over-year, selling 49,699 cars, and an even healthier 8.3% increase in September. This contrasts sharply with the Volkswagen brand, which experienced a 17.2% decline in October and a 14.3% drop in September, according to data from China EV DataTracker. This underscores the importance of the localized strategy that the new AUDI brand embodies, a strategy focused on capturing the unique demands and opportunities within the Chinese market. The continuous push for advanced vehicle technology and performance is evident across the market, reflecting how brands like AUDI are adapting to the fast-evolving preferences of Chinese consumers. With models like the Zeekr 7x also pushing boundaries with impressive horsepower and acceleration, the competition for performance-oriented EVs is heating up.
The AUDI E SUV Concept is more than just a new vehicle, it’s a strong indicator of how traditional automotive giants are navigating and thriving in China’s dynamic electric vehicle scene by embracing local partnerships and tailoring products to local tastes. We can’t wait to experience its blend of power, range, and cutting-edge tech in person.
