Audi's China-only brand, AUDI, has revealed its first production model: the ES Sportback, created in partnership with domestic maker SAIC (MG, LDV). "Audi's DNA and engineering excellence is blended with China's digital ecosystem and innovations," says Fermin Soneira, chief executive of the joint project.
AUDI is part of a broader push into China-specific models by the Volkswagen Group; the VW brand has also just unveiled a range of unique ID-EV models to be sold only in the domestic market.
The AUDI brand is differentiated by capital letters, fulfilling a long-held dream from the motor industry to force journalists to write brand names in caps. Well played, Audi. The Chinese all-caps models also come without the classic Audi 4-ring logo, which "stands for a shared DNA but clear differentiation," says the company.
The ES Sportback is based on a new "Advanced Digitised Platform". The architecture is designed to allow rapid over-the-air updates of all systems and is the first in a series of models that AUDI says will be fully integrated with "China's new energy vehicle (NEV) supply chain".
The company says the development time of the ES was reduced by 30%, thanks to the ability of the joint venture to work across two time zones.
The powertrain makes up to 579kW and claimed range is 770km.
The styling is dominated by "digital surface loops" front and rear that integrate features such as lighting, sensors and aerodynamic elements.
The interior features a 27-inch pillar-to-pillar 4K display with a "metaphorical flow of information". The AUDI Assistant is AI-powered that aims to "humanise digital interaction".
Audi was the first premium European brand to enter the Chinese market, back in 1988.
