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China debut: AUDI shows E SUV concept at Auto Guangzhou 2025
While much of the Western car world was focused on the Los Angeles Auto Show, Audi staged a strategic reveal in China, presenting the AUDI E SUV concept at Auto Guangzhou 2025. The move underlines the brand's aggressive push into the Chinese electric-vehicle market through a distinct sub-brand stylized as AUDI (all caps) and produced in partnership with SAIC-VW.
A fresh identity, an EV-first strategy
The capitalized AUDI name is more than a typographical tweak. It represents an EV-focused, China-only sibling to the global Audi marque, intended to appeal to local buyers with exclusive models and technology tailored to that market. The E5 Sportback — the brand's first production car — confirmed early demand when it attracted tens of thousands of orders within hours of launch.
What the E SUV concept tells us
Details remain limited: Audi released only a handful of images, yet the prototype speaks loudly. The concept looks production-ready, borrowing design cues from the E5 Sportback while adding SUV proportions. Notable exterior features include camera mirrors, oversized wheels and a rooftop Lidar module — signals that the car will target buyers who want both advanced driver-assistance systems and striking EV styling.
Industry chatter suggests the concept previews a forthcoming AUDI E8 crossover, the likely second production model after the E5 Sportback. If history is any guide, the E8 will be closely related to the E5 mechanically, sharing platform and electrical architecture developed with SAIC Motor and IM.
Expected specifications and performance
Although Audi has not confirmed powertrain details for the E SUV concept, expectations are shaped by the E5 Sportback's lineup and the partnerships behind it. Anticipated highlights:
- Platform: Shared SAIC-VW/IM architecture with 800-volt electrical system
- Drive options: rear-wheel drive or dual-motor all-wheel drive
- Power output range: entry-level around 268 hp, mid-tier near 402 hp, higher-spec up to 517 hp and a top performance variant possibly reaching 787 hp
- Battery and range: competitive large-capacity battery with a claimed maximum near 770 km (478 miles) under Chinese test cycles
Readers should note that Chinese range figures are generally more optimistic than WLTP or EPA ratings, but an 800-volt architecture would support fast charging and strong performance in any case.
Market positioning and competition
AUDI is positioning itself as a premium, China-exclusive EV brand built to compete with both homegrown challengers and international players. Xiaomi Auto's recent surge — surpassing its delivery targets with just two models — shows how hungry Chinese consumers are for new, tech-forward EVs. AUDI's challenge will be to convert brand recognition and production scale into continued sales momentum.
Expect the AUDI E8 (if that's the production name) to be marketed as a tech-rich crossover that emphasizes range, performance and premium in-cabin experience. Its direct competitors will likely include high-end electric crossovers from domestic makers and joint-venture brands operating in China.
Takeaways
The AUDI E SUV concept is a clear signal that the Ingolstadt marque is staging a significant, China-centric EV offensive. With the E5 Sportback already proving popular and the E SUV concept looking close to production, AUDI aims to establish a rapid model cadence in one of the world's most important EV markets.
Quote highlight: 'AUDI continues to push ahead with its largest product initiative in China,' the company said, positioning the concept as a preview of the brand's next production model.
Watch for more concrete specifications, pricing and a production timeline in the coming months as AUDI moves from concept to showroom-ready crossover.
Source: autoevolution
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