Audi’s new Audi E.
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In what could be seen as the most confusing move ever from a car maker, Audi just created a sub-brand called “Audi”.
The new brand is Audi‘s (desperate?)way to appeal more to the Chinese market. EVs are a huge part of that market and Audi feels they need something new, something “Audi” but not quite. The first step is to remove the classic rings from the logo, and just go for the word “Audi”. I guess for some confused buyers, that alone might look or feel new.
Otherwise, this new Audi E model will actually go on sale late next year, in China. The concept has a large 100kWh battery good for 437 miles in the local test cycle. And the whole thing is based on an 800-volt architecture. These are fine specs but nothing amazing. The new Audi E is about the same size as the new A5 sedan.
The design is modern and quite pleasant. And a lot cleaner than the current Audis with no giant fake grille in sight. And a minimal amount of that crappy plastic cladding that is so popular these days. But it also has that “generic Chinese EV’ look. Which I guess is popular over there for a reason.
Three new models are planned for the new brand.
The Chinese market has become so vast, it seems all car makers are now desperate to keep their market shares. I guess the regular Audi brand is seen as old-school and not that attractive to younger Chinese buyers anymore. A total re-invention of a brand seems like a drastic step. And something I haven’t really seen before. Keeping the name and getting rid of the logo seems like such a weird thing to do.
Good luck. I guess?