AUDI E SUV Concept looks just like an Audi.

About a year ago, Audi unveiled a new “sister brand” for the Chinese market. One that doesn’t use the regular Audi logo and is spelled “AUDI“. It always felt like a strange idea, but why not?

The first model was the E5 Sportback looked great and was definitely not like any classic Audi models. Which actually gives some meaning to the new brand. It seemed Audi was really starting over with the new brand.

Now they have just unveiled a new concept called the E SUV. And all of the new brand’s new feeling seems to have already gone. As the new concept just looks like a regular old Audi with the E5 Sportback front and rear ends crafted onto it. It does look quite clean, like a bar of soap version of a Q7 or something. It could also be a new Mazda or anything else. But mostly a cleaner Audi SUV with a weird front end. Not something from a new brand.

It seems that new brand freshness is already a bit stale. And that once again, Audi/VW ran out of ideas.

Let’s hope things get a bit better…