Audi is going all-in on its China-only strategy with new branding, a new look, and a new approach designed to appeal—or perhaps appease—Chinese consumers. The EV market in China is evolving at breakneck speed; automakers invested in the EV race will rise and fall as technology advances faster than 3i Atlas hurtling through the solar system.

Audi has been compelled to rethink its China EV strategy by partnering with SAIC—owner of MG—because it can no longer compete with local manufacturers. Thus, the new sub-brand AUDI (in capital letters) was born, signalling a China-first approach to product development and time to market.

This means AUDI will build better, more premium cars at significantly lower prices than those offered in Europe, while gaining access to superior EV technology. Europe won’t be seeing this new “promised land” anytime soon.

The Audi and SAIC AUDI E SUV concept, previewed at the 2025 Guangzhou Auto Show, is the second model from the partnership and will be built on the PPE electric platform. It features dual motors producing 500 kW (~670 hp), a 109 kWh battery, 800V architecture, and the ability to add 320 km of range in under 10 minutes.

The partnership is quite interesting: Audi will contribute its engineering refinement, suspension expertise, and calibrated handling, while SAIC provides a lower-cost entry point to compete with local, more affordable rivals.

But who’s to say SAIC won’t take the time to “study” Audi’s engineering blueprints and apply them to its own lineup of cars? Anyway…

Audi says it delivers classic Audi handling and advanced driver-assist tech through its 360 Driving Assist System. Designed specifically for the Chinese market, it’s unlikely to reach North America.