Audi launches China-only electric SUV under new ‘AUDI’ sub-brand
Audi is doubling down on its Chinese strategy, expanding its partnership with SAIC and launching another model under its AUDI sub-brand, the one that drops the iconic Four Rings altogether.
Following the debut of the E5 Sportback earlier this year, AUDI has now revealed its second model at Auto Guangzhou 2025: the E SUV Concept, a large, fully electric SUV that will go into production in 2026.
Bigger than a Q8 e-tron
The new model is substantial, measuring 5057mm long, 2042mm wide, and 1786mm high, riding on a generous 3060mm wheelbase which is a clear nod to China’s appetite for limousine-like rear legroom. It’s larger than the discontinued Audi Q8 e-tron and rolls on massive 23-inch wheels wrapped in 285/40 R23 Michelin Pilot Sport all-season tyres.
While marketed under a familiar nameplate, this latest AUDI looks nothing like Ingolstadt’s global line-up. The design follows the new E5 Sportback, with a smooth, minimalist body, flush door handles, slim C-shaped lighting and a roof-mounted LiDAR pod. Side-view cameras replace mirrors, and the traditional rings are swapped for oversized AUDI lettering across the nose.
Built on SAIC’s new EV platform
The E SUV rides on the same Advanced Digitized Platform (ADP) co-developed with SAIC, also used by the E5 Sportback. All models under the new AUDI brand will be exclusive to China and fully electric.
A 109kWh battery delivers a claimed 700km range on the CLTC cycle, while a suitably powerful DC charger can add up to 320km in 10 minutes. A dual-motor, all-wheel-drive system branded “Quattro” produces enough grunt to push the big SUV from 0–100km/h in five seconds.
China-only, but strategically important
Audi has sold China-only models before, but this new approach signals a pivot: when you can’t beat local EV players, you join them. AUDI models will be built in China, tailored for Chinese tastes, and priced to compete directly with local premium EVs.
Pricing hasn’t been announced, but the E SUV is expected to sit above the E5 Sportback, which currently ranges from the equivalent of US$33,000 to US$45,000.
The model will enter production in 2026, though Audi says the AUDI brand will remain exclusive to China for the foreseeable future.
