Audi in China

Audi is known as one of the first foreign automakers to enter the Chinese market, alongside Volkswagen. For this reason, government officials and others favor "the Four Rings" for official use, which has helped to enhance Audi's brand image in China. Furthermore, the early establishment of local production facilities and meticulous attention to the demands of the Chinese market are also reasons for Audi's popularity in China.

The "A6" long-wheelbase version, the "A6L," introduced for the Chinese market where demand for sedans is strong, has achieved popularity to the extent that it has been emulated by BMW and Mercedes-Benz. Following this, the "A4L," released subsequently, has also shown strong sales. In the first quarter of 2012, Audi sold a total of 25,941 units, a 40.5 percent increase year-on-year. This scale is second only to the United States, Audi's largest market, and it is anticipated that China will become Audi's largest market in the not-too-distant future.

Two Models Based on the Q3

Amidst this, at the Beijing Motor Show, Audi unveiled three world premiere models.


One of these was the "Q3" high-performance model, the "RS Q3". Its 2.5-liter direct-injection turbocharged five-cylinder engine produces a maximum output of 360 ps, delivering acceleration from 0-100 km/h in 5.2 seconds and a top speed of 265 km/h.

The "RS Q3" displayed at the show was painted in a matte blue and, with its ride height lowered by 25mm, exuded an indescribable presence.
Furthermore, the extensive use of carbon composite parts around the front grille achieves weight reduction. The honeycomb design of the front grille, symbolic of RS models, and the prominent "quattro" lettering beneath it, communicate that this compact SUV possesses exceptional performance.

The other concept car is also based on the Q3. However, this one is much more casual and, in a sense, can be considered a model developed with the original use of SUVs in mind. The "Q3 jinlong yufeng" incorporates a Chinese name meaning "Golden Dragon in the Wind" as its model name.

Its most distinctive feature is the two carbon composite (CFRP) kiteboards mounted on the roof. Kiteboarding is a type of watersport where riders glide across the water on a board, powered by a kite flown high in the air. The deliberate use of CFRP for this kiteboarding equipment, fusing high-tech and sports imagery, appears to be a key theme for the "Q3 jinlong yufeng." Additionally, a pouch for storing kiteboards and other items is provided on the luggage compartment floor, designed for conveniently stowing sandy kiteboards or wet swimwear.

Introducing the e-tron

The third concept car is the "A6L e-tron". This is a plug-in hybrid version of the aforementioned "A6" long-wheelbase model, offering a pure EV range of 80 km without engine operation. The powertrain combines a 2.0-liter TFSI engine with a maximum output of 211 ps and an electric motor delivering 95 ps, with a high-capacity water-cooled lithium-ion battery mounted at the rear of the vehicle.


On April 18th, prior to the opening of the Beijing Motor Show, the Chinese government announced an "Eco-Car Popularization Plan" aiming for cumulative sales of over 5 million electric and plug-in hybrid vehicles by 2020. The introduction of the "A6L e-tron" can be seen as aligning with this government plan.

While emphasizing the Chinese market, the world's largest automotive market, is common among all automakers, China is a particularly crucial market for Audi, given its deep ties with the government and its leading position among rivals. Success in the Chinese market is indispensable for Audi to maintain its top position among the three major German premium brands.