Audi has been selling China-only models for decades, going back to the A6 C5 of the early 2000s. Much has changed since then, as the once-dominant German luxury brands have steadily lost ground to fast-rising domestic automakers. With high-tech, feature-packed cars offered at much lower prices, Chinese brands have boomed in recent years, at the expense of older players.
Knowing that it cannot beat them, Audi has decided to join them. It has deepened ties with SAIC to expand the partnership beyond the usual long-wheelbase sedans. The joint venture resulted in a separate brand with an unimaginative name: AUDI. Written in all caps, the newcomer omits the iconic Four Rings that hark back to the Auto Union era.
We’ve already seen the first production model, the E5 Sportback, a pseudo-wagon that got off to a strong start. Audi… er, sorry, AUDI is now previewing its second vehicle at Auto Guangzhou 2025. Officially still a concept, the E SUV will go into production next year.
Photo by: Audi
At 199 inches (5057 millimeters) long and 80.4 inches (2042 mm) wide, it is longer than the E5 Sportback. The wheelbase is even more generous at 3060mm, which isn’t surprising given Chinese buyers’ insatiable appetite for plentiful rear legroom. As an SUV, it naturally sits higher, at 1,786 mm.
As with the E5 Sportback, the SUV’s styling has virtually nothing in common with international Audi models. The new AUDI brand will remain exclusive to China, where all its models will be built fully electric. The upcoming SUV rides on the same Advanced Digitized Platform (ADP), developed in collaboration with SAIC, that already underpins the high-riding vehicle.
Although it adopts a true SUV body style, many design features echo the E5 Sportback. From the side cameras and roof-mounted LiDAR to the recessed door handles and C-shaped lighting, the second model is clearly cut from the same cloth. The oversized AUDI script, where you would normally expect to see the rings, still takes some getting used to.
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Source: Audi
Its scale is immediately apparent from the massive 23-inch wheels wrapped in 285/40 R23 Michelin Pilot Sport all-season tires. It’s larger than the now-defunct Q8 E-Tron and aims for a “monolithic, controlled and distinctive” appearance. AUDI even claims that the E SUV concept has ‘perfect proportions’, but whether it can stand out in a crowded segment is another matter.
The electric luxury ship is equipped with a large 109 kWh battery, which offers a range of more than 700 kilometers under the smooth Chinese CLTC cycle. With a compatible fast charger that supports peak power, a 10-minute session adds enough energy for 200 miles.
Although not a traditional Audi, AUDI still uses the ‘Quattro’ label for its dual-motor, all-wheel drive setup. With one motor on each axle, the E SUV reaches a speed of 100 km/h in just five seconds. AUDI hasn’t revealed the weight, but it’s likely heavier than the E5 Sportback, which comes in at a hefty 5,165 pounds (2,343 kilograms).
AUDI plans to launch the electric SUV in 2026. Pricing remains unknown, but it will almost certainly cost more than the E5 Sportback. The lower-riding EV ranges from the equivalent of $33,000 for the base version to $45,000 for the flagship model.
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