Audi is no longer Audi. At least in China, although Some point out that his new design language of the interiors also does not meet what we have traditionally known in the Germans here in Europe.
Anyway, the truth is that the company has undertaken a new course in the Asian country. Last April, my partner Javier Lacort He already had a first contact With the new Audi E5 Sportback in the Shanghai Motor Show where he saw that Audi that is not Audi.
The first track is obvious, with four hoops that have been replaced by the four letters that form the word Audi. Javier Lacort wrote then:
“The first thing one perceives is breakup. Metaphorical, and Physics: the stand From the brand at the fair it was split in two, with its different logos. He is no longer audi adapting to China. Is Audi delegating your identity to survive in the market that holds a good part of its global results account “
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First results
What has resulted from this hug to the electric car and the Chinese car by and for China has been positive for the company. They point out in Carnewschina that the brand has achieved more than 10,000 reservations in the first half hour since orders from the Audi E5 Sportback were opened.
Of course, they are not the 200,000 reservations in three minutes that accumulated the Xiaomi Yu7. Nor the 7,000 reservations that he got the Xiaomi Su7 Ultra In 10 minutes (they expected to sell 10,000 versions of this type in the first year). But the figures are good. Especially if we consider that the future of European companies in China is being especially bad In recent years.
He problem It was especially serious for Audi to which 40% of sales around the world They came from China. But European manufacturers have been razed by Chinese rivals In the blow of screens and software. Some fireworks inside the car that in Europe They have not been able to read or understand.
As an emergency measure, Audi announced last November A strategic turn in its approach to China. So, Gernot Döllner, CEO of Audi, was already giving some details of what we could expect to see:
“Chinese premium clients have different expectations: they are younger than in the rest of the world and more technology fond of technology. They expect a leading connectivity, as well as automated driving and, more importantly, an exciting and unmistakable experience in an interior that is familiar and surprising at the same time.”
To quench Chinese wishes, Audi reached an agreement with SAIC, a Chinese state company with which Volkswagen has a close relationship From your association to be able to manufacture in the country. Thus, the visual image of this car developed between Chinese and Europeans already completely changes the image we have of Ingolstadt in Europe.
The front light game created with 942 LEDs and around 2,000 small triangular elements that offer dynamic animations is striking. Inside there is a panel that goes until 59 inches, moved by a Snapdragon 8295 chip of Qualcomm. This is formed by various screens. The plant is 27 inches and has 4K resolution.
And the equipment is not far behind: ventilated and heated seats, a huge solar roof, 360º cameras, adaptive suspension or 18 -speakers Bose sound system. 27 sensors must be added (including lidar, radar and ultrasonic sensors) moved by a Nvidia Orin-X Chip that allow selecting semi -autonomous driving modes in city and highway. China Momenta It is also part of the project for this last task.
All from 235,900 Chinese yuan (28,000 euros) with 76.2 kWh battery and 295 hp rear engine. The most expensive option is the one that mounts a battery of 100 kWh and double engine to generate up to 776 hp of power. This latest version is priced at 319,900 yuan (37,970 euros).
That is, this Audi E5 Sportback has almost nothing Audi. And yet, everything indicates that that is why it is reaping good results in China. It is not at the level of brands such as Xiaomi in its reception but seeing the results of European manufacturers, it cannot be said that they have not made the right decision.
Photos | Audi
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