The new "AUDI" without a logo! End of the four rings?

A surprise at Audi: with the presentation of the new electric studio E concept from Ingolstadt, they are announcing the abandonment of the logo with the four rings. The reasons magazin de piese Audi.

The new "AUDI" without a logo! End of the four rings?

How do people know an Audi? Soon it won't be on the four rings – or at least in China. Audi introduced a new electric brand there. The distinctive four-ring logo is gone, and the cars simply say AUDI (in capital letters).

From Ingolstadt they work on AUDI together with the Chinese concern SAIC. The first model should appear as early as 2025. The show car – an electric Sportback – gives us a guideline for the future three models in the middle and upper class.

The typical Audi markings are missing

The studio is called E concept. Typical Audi hallmarks such as the Singleframe grille are absent here. If it weren't for the illuminated AUDI lettering one would think it was a Lucid car.

The Concept E is 4,870 millimeters long, 1,990 mm wide, 1,460 mm tall and has a 2,950 mm wheelbase. Two narrow, square light blocks on each side serve as headlights – presumably matrix LED lights. The light signature is completed by a square frame between the headlights and the bumper, which is made up of many filigree LED dots. The lighting design at the rear is in the same style, albeit slightly modified, with extremely narrow taillights.

The interior is clean and spacious. A 4K display spans the entire width of the dashboard. At second glance, we notice a black element that is integrated into the center of the instrument panel. This is AUDI Assistant, an AI avatar. Car functions can be controlled by touch and voice commands. New is the touch strip with two rotary switches on the center console. In addition to voice control, touch and several buttons, the infotainment system also works with facial recognition.

The studio has 775 hp.

The drive appears ready for series production. The show car is equipped with four-wheel drive (one electric motor per axle). The power of the system is considerable, 570 kW. (775 hp). Accordingly, the sprint to 100 km/h is taken in just 3.6 seconds.

In order to ensure a reasonable mileage despite the high power, a battery with a capacity of 100 kWh was chosen. However, since the Chinese mileage measurement is extremely optimistic, the factory specification of over 700 kilometers is rather unrealistic.

Thanks to the 800-volt system, charging stops won't be too long. It is not yet known how long the battery charges using a fast charger. It takes ten minutes to charge 370 kilometers (according to the Chinese mileage cycle).

It remains to be seen whether AUDI will attract new customers in China without the four rings. With this design language from Ingolstadt, they risk being one of the many. Because the competition from powerful mid-range and high-end cars with fast charging technology is not small.

Car parts AutoPower
Car parts AutoPower

How do people know an Audi? Soon it won't be on the four rings – or at least in China

From Ingolstadt they work on AUDI together with the Chinese concern SAIC