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On November 7, AUDI, a new brand of Audi SAIC project, was officially launched, and the first model, the AUDI E concept car, was unveiled simultaneously. The AUDI E concept car is based on the intelligent digital platform (Advanced Digitized Platform) jointly developed by Audi and SAIC and is positioned as a B-class (medium-sized car) pure electric Sportback (hatchback). The car is designed by Audi's Ingolstadt design headquarters in Germany, produced by SAIC Volkswagen Anting plant, and is scheduled for mass production in 2025.

As the first model launched by the AUDI brand, the AUDI E concept car is really science fiction, with a closed front design, black ring detail and a ring interior with the headlight set. At the same time, the Audi fourth Ring Road logo is no longer used and replaced with a brand new AUDI logo, and it can be lit, and the lit AUDI makes the front face look full of technology.

On the side of the body, the AUDI E concept car uses a hatchback design, with a side styling style similar to that of a station wagon and a hunting car, with very elegant body lines. At the same time, the car is equipped with four-door frameless doors and hidden door handles, with lidar on the roof and streaming exterior rearview mirrors. In terms of size, the length, width and height of the new car are 4870/1990/1460mm and the wheelbase is 2950mm.

In the rear part, the AUDI E concept car uses a ring shape which is unified with the front style, and the LED light belt is arranged around the ring design. At the same time, the car continues the roof line design with a large tail flow plate, and the lower part of the rear bumper has diversion groove details. Due to the slip-back lines and the higher rear waistline, the rear window area of the AUDI E concept car is relatively small, and the high brake lights are modeled by vertical light groups, which makes it full of science and technology.

In terms of interior decoration, the interior of the AUDI E concept car adopts the popular minimalist design style, with a deep and light two-color collocation, and there are no physical buttons on the center console of the new car, but the multi-function keys of the four-spoke steering wheel are physical buttons and wheel layout, and the steering wheel is partially wrapped in fur. The center console is equipped with a large screen running through the left and right, and most of the functions are integrated inside, including streaming media exterior rearview mirror display, liquid crystal dashboard, central control screen and co-driver screen on both sides. The lower part of the front central passage area adopts a hollowed-out design, which greatly improves the utilization rate of interior space. In terms of seats, the front row of the AUDI E concept car uses an integrated seat back, wrapped in two-color leather, with the AUDI letter logo on the back.

In terms of power, the AUDI E concept car is equipped with dual-motor four-wheel drive, the comprehensive power of the system is 570kW, and the official acceleration time of 0100km / h is 3.6s. The battery is equipped with a ternary lithium battery with a capacity of 100kWh and a range of 700km under CLTC conditions. The car has 800 volt charging technology, charging for 10 minutes can increase the range of 370 km.

The cooperation between Audi and SAIC began on July 26, 2023, when Audi and SAIC signed a memorandum of understanding on deepening strategic cooperation, and the two sides will combine their respective advantages to speed up the development of SAIC Audi's new electric models. On May 20, 2024, the two sides formally signed a cooperation agreement to further strengthen local cooperation. At that time, officials revealed that the two sides would jointly develop a new platform focused on the Chinese market, the Intelligent Digital platform (Advanced Digitized Platform), and build a new generation of high-end Smart Internet models based on this platform. The first models will be three pure electric models covering the B-class and C-class market segments, equipped with the industry's top software and hardware. Among them, the first pure electric car will be launched in 2025 and nine models will be launched in 2029. This cooperation model has also significantly shortened the launch cycle of Audi products by more than 30%.

According to Audi's new energy strategy, Audi will invest 35 billion euros by 2025, its pure electric models will reach 20, and about 1/3 of the cars delivered worldwide will come from new energy vehicles; starting from 2026, Audi's new models launched worldwide will all be pure electric models; by 2033, Audi will phase out the last batch of internal combustion engine models and comprehensively accelerate the brand electrification transformation. According to the plan, the Audi SAIC project will launch three pure electric models in the next three years. In addition to this launch of the AUDI E concept car volume version, there will also be a SUV and a large car. As the first model, the AUDI E concept car will be unveiled and delivered in the form of a production car in 2025.

So far, according to the official website, Audi's new energy vehicles sold in China include Q2L e-tron, A6L e-tron, Q4 e-tron, e-tron, Q5L e-tron and so on, but the sales performance is not excellent. Retail data show that the highest-selling electric car in the first three quarters was the Q4 e-tron, with 11784 vehicles, while sales of other models were dismal.

As the first model launched by the AUDI brand, the AUDI E concept car volume production version will enter the pure electric medium-sized car market, but as a hatchback sedan, the AUDI E concept car volume production version does not have many competitors, including the Lai ET5T and the polar krypton 001, of which 36600 were sold in the first three quarters of the ET5T and 79800 in the polar krypton 001.

Combined with the current market situation, can the volume production version of the AUDI E concept get a piece of the market? In fact, it is also very difficult, first of all, in terms of pricing, as a brand launched by Audi, even if it does not use the four-ring mark, but as a pure electric luxury brand car, it is impossible to have too low market pricing, which is determined by history. Audi needs to ensure a sufficient brand premium. The second is the car logo, which is self-evident for car companies, which is equivalent to the "face" of the brand, and so is the concept of consumers buying cars. The main reason for choosing Audi is to take a fancy to the brand image. Now that the fourth Ring Road has been abandoned, how many consumers are willing to choose Audi?

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