AUDI launches E concept sportback car in china with curved pillar-to-pillar 4K touch display

AUDI E Concept sportback car with panoramic glass roof

It’s a double release for Audi with the unveiling of the E Concept sportback car and the launch of the China sibling of Audi named AUDI. For the former, the electric vehicle’s interior has a curved pillar-to-pillar 4K touch display and a glass rooftop. For the latter, the car manufacturer introduces AUDI as the sister brand of Audi, the extension of the brand dedicated to the Chinese market and one without the four rings in the logo but spelled in four capital letters.

all images courtesy of Audi

Audi without four rings goes fully electric with first car

Launched in cooperation with SAIC, AUDI still retains the design DNA of Audi, and for their first venture, the China-tailored manufacturer developed the E Concept sportback car. It’s a vehicle jointly developed by experts from both Germany and China and previews the three future production models of AUDI that are set to come out in mid-2025.

For now, the AUDI E Concept is positioned as a fully electric sportback car that adopts China-specific driver assistance functions. Right off the bat, the exterior is minimalist with smooth round wheel arches and wrap-around lighting graphics at both ends. Its silhouette has a flat, elongated roofline to highlight the glass roof, and this design element also helps create a sense of a spacious interior for the car.

rear view of the sportback car

illuminated wood and microfiber for the doors

The front and rear design of the AUDI E Concept bundles the lamps, sensors, and aerodynamic elements in one central area, lined by a black loop. It’s notable to keep in mind that the designs are thought of for the Chinese clients, so the design teams make sure that technologies onboard are modern and always connected.

It starts with the curved pillar-to-pillar 4K touch display that projects the driving information, and there are digital exterior mirrors that are integrated into this wide screen. The center console has open storage for two smartphones, and the doors have illuminated wood and microfiber in 3D lamella design inspired by modern architecture.

the AUDI E concept has a panoramic glass roof

Speaking of new technologies, the apps and infotainment can also be accessed via facial recognition. AUDI’s design teams also add an AI avatar, which serves as the personal assistant of the driver, at the center of the interior. The system can be activated using touch or voice commands, and it’s enabled to be ‘emotionally’ connected to the driver using its voice and form of language, so the drivers feel as if they were interacting with a real human being. For the AUDI E Concept controls, they’re positioned on a touch-sensitive bar found below the AI Assistant on the center console. This is an example of the AUDI combining the touch and digital controls into the sportback car.

the rear design bundles the lamps, sensors, and aerodynamic elements in one central area

Specs-wise, the car has two electric motors located on the front and rear axels, which deliver a total power output of 570 kW and 800 Nm. Together with signature Audi Quattro four-wheel drive, this enables acceleration from 0-100 km/h in 3.6 seconds. The E Concept car has a 100-kWh battery for a 700-km driving range, and it is fast-charging ready so that the car can drive for more than 370 km of range even after only 10 minutes of charging. The AUDI E Concept sportback car is tailored to the Chinese market and may be available from mid-2025.

a peek inside the concept car