Audi spins off a whole sub-brand for China

The Audi E Concept that debuted in China this weekend is meant to usher in a new generation of cars for that country. Unlike their international counterparts, they will be branded with “AUDI” lettering instead of the iconic four rings.

The newcomer is roughly A5-sized at 4,870 mm (190.2 inches) long, 1,990 mm (77.7 in) wide and 1,460 mm (57 in) tall. The wheelbase spans 2,950 mm (115.2 in). The overall styling is original and eschews Audi’s traditional design cues, so much so that you’d struggle to identify the E Concept as an Audi car.

A five-display arrangement dominates the dashboard inside. It includes the two rearview camera screens, an instrument cluster, an infotainment display in the middle and a dedicated multimedia screen for the front passenger. The only hardware buttons available reside on the steering wheel and the doors, while the rest is touchscreen-based. The trim makes generous use of microfiber and light-hued natural wood.

The underlying EV platform is a collaboration between Audi and SAIC Group in China. It uses two electric motors to deliver a cool 775 PS (764 hp / 570 kW) to the wheels, as well as up to 800 Nm (590 lb-ft) of torque. Sprinting from zero to 100 km/h (62 mph) takes 3.6 seconds. A 100-kWh battery on board yields up to 700 km (435 miles) of range, according to the manufacturer. Charging for just 10 minutes gives you enough power for another 370 km (230 miles).