FAW-Audi is set to blaze a trail in China’s ultra-competitive luxury NEV market with its strategy of combining its century-old German engineering excellence with cutting-edge Chinese technological innovation.

The strategy is well illustrated at the company’s ongoing Technology Week that kicked off on Thursday in Hangzhou, Zhejiang province, where two heavyweight models were launched.

The Q6L e-tron, built on the Premium Platform Electric, integrates a 107 kWh CATL ternary lithium battery and an 800V high-voltage system, combined with Huawei Qiankun ADS, deeply customized for the model.

Similarly, the A5L sedan, based on the Premium Platform Combustion, offers a China-market extended wheelbase and custom features such as cloud-sensing seats. It also includes Huawei Qiankun ADS tailored for China’s roads.

“Partnerships with Huawei and others enable us to integrate the best of both worlds,” said Michael Arndt, president of FAW-Audi Sales Co.

“Audi’s rigorous German standards combined with Chinese technological leadership allow us to push the boundaries of intelligent driving and user experience,” he said.

FAW-Audi has a pioneering legacy spanning 37 years. It was the first joint venture to produce luxury vehicles in China and the first to introduce long-wheelbase models to meet Chinese consumers’ demands, among other innovations.

“We believe Audi is the international luxury car brand that understands Chinese customers best,” said Arndt.

“That is why we have established deep partnerships with leading local technology companies, enabling us to jointly advance innovation and deliver smarter, safer vehicles,” he said.

Li Fenggang, executive vice-president of FAW-Audi Sales Co, emphasized that this blend of heritage and innovation is central to Audi’s identity.

“Our philosophy is ‘upholding integrity and innovating’. Integrity means staying true to the essential values of building safe, reliable, and enjoyable vehicles. Innovation means integrating advanced smart technologies that meet Chinese consumers’ high expectations,” said Li.

Li made it clear that safety is the paramount principle in car development, while many startups give priority to attractive designs.

He cited the example of the company’s cautious yet forward-looking battery safety strategy.

“Two years before China’s toughest battery regulations, we designed our batteries to exceed national safety standards, adopting a cell-to-module architecture that improves both safety and serviceability,” Li said.

Regarding intelligent driving technology, Li admitted that Audi's earlier systems did not fully meet local expectations, prompting the company to quickly partner with China’s top solutions providers.

A survey from the China Association of Automobile Manufacturers shows that intelligent driver assistance systems have become a core focus for luxury NEV consumers.

“Through deep partnerships with Chinese technology leaders such as Huawei, we have rapidly closed this gap. The result is a vehicle that combines Audi’s century-old engineering precision with China’s cutting-edge smart technology,” said Li.

Li also confirmed plans to expand Huawei Qiankun ADS across the model range, including the upcoming all-new Audi Q5L and A6L.

When asked about Audi’s competitive edge in the new era, Li replied, “If you compare us to other traditional luxury brands, we have Huawei. Compared to startups, we are still Audi. I think that is our advantage.”