A big TV can be a wonderful thing to jazz up your entertainment and right now Best Buy has a pretty awesome deal on the B4 Series TV from LG. This is a 77-inch smart TV that would normally cost you $2,499.99 if you were to pay full price. However, right now Best Buy has the price knocked down to just $1,699.99 which is $800 off. This is also the lowest price we’ve seen this model and it’s an all-time low price for Best Buy. It’s also pretty close to being the all-time low anywhere, with only LG directly offering a lower price by $0.99.

LG is well-known for having some of the best TVs on the market and this one definitely comes with some enticing features. As a smart TV it comes with LG’s WebOS software. This gives you access to plenty of apps right on the TV so you can launch into things like Netflix, Hulu, Max, Disney Plus, and more. There’s also an app for GeForce NOW if you like playing video games, which you can stream right in the cloud using nothing but a wireless controller and an internet connection.

Whatever entertainment you enjoy, this TV will amplify it with features like Dolby Atmos support and Dolby Vision support. So you get richer, more vibrant colors and a totally immersive sound experience. This TV also has support for NVIDIA G-Sync, and it comes with 4 HDMI 2.1 ports, which are going to be extremely beneficial if you play games on consoles like the Xbox Series X and PS5.

There are also ports for optical audio, USB, ethernet, and a few others. Plus, you can’t go wrong with a big TV most of the time regardless of the features.

Buy at Best Buy

BioWare had told Mass Effect fans to expect a quiet N7 day without any updates on the in the works, but there is still some exciting news for the franchise today. reports that Amazon MGM Studios is developing a TV series based on the sci-fi universe. Rumors first emerged about the tech company’s interest in a Mass Effect show , but now it’s official.

Daniel Casey will be the series’ writer and executive producer. He has action credits on the screenplay for F9: The Fast Saga and made contributions to sci-fi films Kin and 10 Cloverfield Lane. Variety noted some of the other executive producers, but there have been no details shared yet about the cast or plot of the project. Since a large part of the original Mass Effect games’ appeal was players making their own choices about Commander Shepard’s moral compass and love life, it seems likely that a show would want to tell an original story within that universe rather than retreading the same path as the trilogy.

Amazon had a huge win with its earlier this year, and it seems the company is going to continue mining video games for source material. After some stumbles, Amazon is also reviving its plans for a live-action .

When a volcanic eruption buried the ancient city of Pompeii, the last desperate moments of its citizens were preserved in stone for centuries.

Observers see stories in the plaster casts later made of their bodies, like a mother holding a child and two women embracing as they die.

But new DNA evidence suggests things were not as they seem — and these prevailing interpretations come from looking at the ancient world through modern eyes.

“We were able to disprove or challenge some of the previous narratives built upon how these individuals were kind of found in relation to each other,” said Alissa Mittnik of the Max Planck Institute for Evolutionary Anthropology in Germany. “It opens up different interpretations for who these people might have been.”

Mittnik and her colleagues discovered that the person thought to be a mother was actually a man unrelated to the child. And at least one of the two people locked in an embrace — long assumed to be sisters or a mother and daughter – was a man. Their research was published Thursday in the journal Current Biology.

The team, which also includes scientists from Harvard University and the University of Florence in Italy, relied on genetic material preserved for nearly two millennia. After Mount Vesuvius erupted and destroyed the Roman city in 79 A.D., bodies buried in mud and ash eventually decomposed, leaving spaces where they used to be. Casts were created from the voids in the late 1800s.

Researchers focused on 14 casts undergoing restoration, extracting DNA from the fragmented skeletal remains that mixed with them. They hoped to determine the sex, ancestry and genetic relationships between the victims.

There were several surprises in “the house of the golden bracelet,” the dwelling where the assumed mother and child were found. The adult wore an intricate piece of jewelry, for which the house was named, reinforcing the impression that the victim was a woman. Nearby were the bodies of another adult and child thought to be the rest of their nuclear family.

DNA evidence showed the four were male and not related to one another, clearly showing “the story that was long spun around these individuals” was wrong, Mittnik said.

Researchers also confirmed Pompeii citizens came from diverse backgrounds but mainly descended from eastern Mediterranean immigrants – underscoring a broad pattern of movement and cultural exchange in the Roman Empire. Pompeii is located about 150 miles (241 kilometers) from Rome.

The study builds upon research from 2022 when scientists sequenced the genome of a Pompeii victim for the first time and confirmed the possibility of retrieving ancient DNA from the human remains that still exist.

“They have a better overview of what’s happening in Pompeii because they analyzed different samples,” said Gabriele Scorrano of the University of Rome Tor Vergata, a co-author of that research who was not involved in the current study. “We actually had one genome, one sample, one shot.”

Though much remains to be learned, Scorrano said, such genetic brushstrokes are slowly painting a truer picture of how people lived in the distant past.

In August, archaeologists at Pompeii announced they had unearthed the remains of two more victims — a man and a woman discovered inside what was likely the bedroom of their home, where they’d become trapped as the rest of the structure filled with debris. The woman was found on the bed with a collection of gold, silver and bronze coins, as well as a pair of gold earrings, a pair of pearl earrings and other jewelry. 

Earlier this year, three researchers won a $700,000 prize for using artificial intelligence to read a 2,000-year-old scroll that was scorched in the Vesuvius eruption.

The Herculaneum papyri consist of about 800 rolled-up Greek scrolls that were carbonized during the 79 CE volcanic eruption that buried the ancient Roman town, according to the organizers of the “Vesuvius Challenge.”

The scroll’s author was “probably Epicurean philosopher Philodemus,” writing “about music, food, and how to enjoy life’s pleasures,” wrote contest organizer Nat Friedman on social media.

The scrolls were found in a villa thought to be previously owned by Julius Caesar’s patrician father-in-law, whose mostly unexcavated property held a library that could contain thousands more manuscripts.

Six Days in Fallujah is launching on Steam today, exactly 20 years after the Second Battle of Fallujah. Victura bills the game as the “world’s first documentary video game.”

The Seattle-based team has been very deliberate about sticking to the history of the war that serves as the basis for the first-person shooter game, which was canceled its first time around because the memories of the Iraq War were too fresh.

The studio launched the early access on Steam for the game in June 2023 in a more limited form, and this update features its Command and Control features that highlight the historically accurate gameplay.

This update includes Six Days in Fallujah’s first documentary story missions, taking players inside the beginning of ISIS and the bloodiest encounter for Western forces in nearly half a century. During these missions, players participate in recreations of actual events alongside documentary footage and interviews with Iraqis and Americans who were present during the Second Battle of Fallujah in November 2004.

Additionally, the Command and Control update now includes a solo mode in which players command AI fireteams programmed with authentic military tactics. Harkening back to the original Rainbow Six, Ghost Recon, Brothers in Arms, SOCOM, and other classic “squad-based shooters,” players use sophisticated military maneuvers to overcome simulated real-world events from the battle.

After the early access launch, Six Days in Fallujah became the world’s No. 1 best-selling PC game and remained a Top-10 seller throughout the next week. Conceived by Sgt. Eddie Garcia, a Marine who was wounded during the battle, Six Days in Fallujah was created in collaboration with more than 100 U.S. Marines and soldiers as well as more than two dozen Iraqi civilians and soldiers.

One of the most consequential events of the past half-century, the Second Battle of Fallujah began on November 7, 2004, after Al Qaeda in Iraq seized control of the city of Fallujah. Six months after losing the city, Iraq’s prime minister ordered a military operation in which Iraqi soldiers fought alongside American and British forces to retake the city.

The battle became the bloodiest for Western forces since 1968, re-shaped military doctrine and Western policy, and established a multi-decade alliance between Western and Iraqi forces. In 2006, the Al Qaeda forces who survived the battle renamed their group ISIS, and by 2014 seized more than 40,000 square miles of territory across the Middle East.

“What happened in Fallujah throughout 2004 set the world down a path from which we have not yet returned,” said Victura CEO Peter Tamte, in a statement. “As a documentary video game, Six Days in Fallujah deepens our understanding of the realities of war by combining the most accurate simulation of warfare to date with the words and experiences of the Iraqis and Americans who were there.”

New features

First Documentary Story Missions: The first two single-player story campaign missions available in the Command and Control update draw players into the genesis of ISIS and the opening day of the Second Battle of Fallujah. These missions also act as a tutorial for solo players to learn the tactics and controls for leading three NPC teammates using the newly implemented Fireteam AI system.

Advanced Fireteam AI System: Six Days in Fallujah now gives players command of an AI fireteam to deploy sophisticated tactics such as Fire and Maneuver, Ambushes, Breaching, and 360-degree Security. The innovative “Go! Command” makes it as easy to give orders as it is to fire weapons. One tap commands teams to suppress enemies, watch targets, breach fortifications, or follow in formation.

AI Teammates: Just like actual combat, completing missions successfully requires a full fireteam of four people and effective use of tactics. Now, in addition to controlling AI fireteams in the new single-player mode, players can also substitute AI teammates online whenever all four humans aren’t available.

New “HLZ Wolf” Procedural Mission: In addition to two new single-player story campaign missions, this update includes the new “HLZ Wolf” Procedural Mission. All eight procedural missions can now be played solo with Fireteam AI cooperatively with four players or with fewer than four players with the game filling any missing slots with AI teammates.

Graphical Overhaul: Six Days in Fallujah now features ray-traced lighting and many new visual effects through Nvidia’s RTX Global Illumination (RTXGI) technology, building upon the game’s industry-leading Global Dynamic Lighting and Procedural Architecture technologies, which dynamically simulate real weather and lighting effects. Additionally, most of the game’s characters, environments, vehicles, and effects have been improved for higher visual fidelity.

Additional Improvements: More than 300 technical enhancements, improving everything from game performance to the effectiveness of enemy AI to the smoothness of interactions and controls.

The core features of the game include a procedural architecture. The Marines never knew what was waiting behind the next door, and this fear of the unknown became a central, all-consuming part of combat. Every time players start a mission, entire buildings change shape inside and out,​ enemies take up new positions, and unique threats emerge.

The game also has four-player co-op play. Players can invite up to three friends or matchmake online to play cooperative missions against AI enemies programmed with the same tactics that made the Battle of Fallujah among the most difficult of the past half-century.

And players can customize parameters for procedural missions, creating a wide variety of unpredictable challenges. Customizable parameters include Time of Day, Weather, Enemy Difficulty, and Procedural Architecture variation.

Six Days in Fallujah is available for purchase for Windows PC in Early Access via the Steam store for $40. To celebrate the release of the Command and Control update, the game is on sale for $30 through November 17, 2024.

Future Steam Early Access updates will add more content and features to the game before Six Days in Fallujah’s full release on PC, PlayStation, and Xbox consoles in late 2025.

Victura creates action games that let players participate in true stories that changed history. The company is led by Peter Tamte, who helped lead Bungie as executive vice-president during the development and introduction of Halo.

Highwire Games is Victura’s internal development studio. Highwire was co-founded by Jaime Griesemer, who was lead designer of the original Halo, Destiny, and Infamous: Second Son games. Highwire is based in Seattle with more than 80 team members located across the world. I spoke with Tamte in an interview.

Here’s an edited transcript of our interview.

Interview with Peter Tamte

GamesBeat: What’s been transpiring for you?

Peter Tamte: I think we last talked about the game three years ago. Since then we released the first 10% of the game into early access in June of 2023. It immediately became the number one seller globally on Steam. It stayed in the top 10 in the U.S. for a while. It might have stayed in the top 10 globally for a week. It did very well.

We’ve released some more content since then, but we’ll release our big new update on November 7, which is the 20th anniversary of the battle. This update is going to include the first two story missions from the game. This is the first time we really get to express what we mean by a documentary video game. I’ll talk about that in more detail in just a minute. But the other piece in this update is the number one most requested feature for the game, which is that you’ll be able to lead an AI fireteam.

You and I are both old enough to remember the days of squad-based shooters, back to Rainbow Six and Ghost Recon, Brothers in Arms, SOCOM. At a point in the industry’s history, those squad-based shooters were a big deal. Folks found out that making games with fireteam AI is very difficult, though. It’s a lot more difficult than making PVP games. You saw the industry move away from the investment that needed to be made in AI fireteams toward PVP. In the last 15 years there’s only been one other game that’s released with fireteam AI that I’m aware of, which was Ready or Not. That sold 5 million units, and only on PC Clearly there’s a community that wants squad-based shooters to come back. That’s the second big feature that we’re going to include in our update on November 7.

GamesBeat: Can you describe that gameplay in more detail? Are you directing the AI characters yourself, like you would in something like Full Spectrum Warrior?

Tamte: Right. One thing that we learned from these Marines is that if you can complete a mission solo, that mission is almost certainly fake. You need teamwork to overcome these challenges. The odds favor the defender. You need a team. In Six Days, until now, the only way you could play as a team would be with other humans. But not everyone wants to play cooperatively online. Some people want to play solo.

We put you in the role of fireteam leader, who’s able to issue orders to AI teammates. They then follow those orders. This allows you to deploy sophisticated military tactics as a fireteam. For example, if you go back to a game like Brothers in Arms, that gave you the ability to use the most basic tactics of fire and maneuver. It’s the idea that you order part of the team to suppress an enemy, to pin them down, which allows the other element within your team to maneuver and flank that enemy to eliminate them.

You can order your team to stack on a doorway. You flood firepower into that room as quickly as possible, which gives you a better chance of overcoming enemies that have prepared for your entry. You might also order your team to watch a particular vulnerability, for instance a door or a window, while you maneuver somewhere else in a room or cover a different threat. Being able to do all of this through an AI fireteam allows you to deploy authentic military tactics as a solo player.

GamesBeat: It feels a lot of that challenge is making the AI sophisticated enough to be useful.

Tamte: Exactly. That’s very difficult. It’s taken us about six years to build our technology suite at this point. To be frank, we didn’t think it was going to take us six years. But we have it now. You’ll recall that the other big technical feature in our game is that we have replaced the static environments of other games with procedurally generated architecture. The inside and outside of buildings changes every time you play the game.

We’ve done that because Marines expressed to us that this fear of the unknown was central to their experience. They never knew what was on the other side of the door. That creates a psychological barrier for players, as well as these tactical challenges. But of course that’s the opposite of the way we play video games, because we play the same maps over and over again. There is no unknown. We’ve walked through that door 50 times. In Six Days we built a procedural architecture system that allows us to change the shape of the buildings every time you play, so you never know what to expect. Combining that procedural architecture with an AI fireteam, that’s the reason it took us six years to get to where we are.

GamesBeat: Some of the older games in this style let you have an overhead view of the level where you could position people in advance, and then they’d proceed into action. It was almost turn-based in a way. Here I imagine you want to preserve some fog for the player.

Tamte: That’s correct. Unlike Full Spectrum Warrior, in which you never really fired a weapon, in Six Days you’re the fireteam leader. It’s a first-person shooter in which you give orders to three other teammates. First, you can’t really do what you did in Full Spectrum Warrior, which was zoom up and get that bigger perspective on the battlefield. You’re on the ground. But second, because of procedural architecture, going through the door you don’t know. It’s different from what happened last time. Doors and windows are in different places. Enemies are in different places.

GamesBeat: Do you have something like an episodic game, effectively, that’s emerging here?

Tamte: In some ways. I’d put it like this. We went into early access in June of 2023. This next big update will only include the first two story missions and one more cooperative mission. In that way it is kind of episodic.

GamesBeat: Did you plan on this, or did you sort of pivot into it?

Tamte: The cost of making a game with procedural architecture and fireteam AI brought us to a point where we needed–we’re really in early access for two reasons. One is because making a major game now is an enormous investment. Players can help us with that. But then the second is it allows us to get feedback from literally hundreds of thousands of players to make the game better.

GamesBeat: How much will this cost for the consumer?

Tamte: In early access the game is priced at $39.99. Sometimes it’s on sale for less than that, but the normal price is $39.99. When we’ll go into full release on console and PC the price will go up.

GamesBeat: Which two story missions did you choose to focus on for this release?

Tamte: We’ve been thinking a lot about that. What we needed to do, most of all, is to give players the historical context of why they’re in the city. Second, we needed to give players who are used to playing more artificial military games a better idea of how to be successful with real military tactics.

The first two missions include the events that led to the battle of Fallujah, and then the first hour or so of the battle. It’s called the second battle of Fallujah officially. You get some of the historical context. We incorporate training into those missions so that you can learn these basic military tactics – about 360-degree security, about fire and maneuver, about breaching. You learn these things during the first few hours of gameplay. That will then allow you to be more successful throughout the rest of the experience.

GamesBeat: What can people expect after this? Will there be more installments in early access?

Tamte: We’ll probably release one more update between this update and our full release of the whole game. That full release we expect–right now it looks like it’ll be in the latter part of 2025. We’ll probably have one more big content release between now and then.

GamesBeat: What have you been learning from the feedback in early access? Have things changed that are reflected in the update?

Tamte: When you count all the smaller things, it’s in the hundreds of changes we made to the game based on feedback. The bigger things–it’s about balancing difficulty. We’ve changed the orientation of the weapon. It’s interesting, because if you look at the thousands of comments we’ve gotten from players, either through our tech support lines or the community forums, about a third of them were specifically about getting the ability to play with fireteam AI. It might even be half. The second most popular response was just “more content.” But then you go into the smaller things, like about which places you might get mortared. Literally hundreds of changes from update to update.

GamesBeat: How hard is it to create smart AI for this purpose? What level of intelligence did you decide on?

Tamte: Across my 30-plus years in the video game business, I’d say the two biggest technical challenges I’ve experienced are procedural architecture and fireteam AI. The trick with fireteam AI is it’s actually–we had the basic fireteam AI working even three years ago. The challenge is the edge cases. It’s death by a thousand cuts. There are so many things you have to accommodate, and the only way you can do that is watching different people with different play styles experience the game. You look for the patterns and try to address those issues systemically as best you can. But the reality is, only a certain amount of that can be addressed systemically. A lot of it is one-off challenges. That’s why I would describe fireteam AI as probably the second-biggest technical challenge I’ve experienced.

GamesBeat: It’s interesting to look at this as we’re on the cusp of so many advances in AI.

Tamte: As AI capabilities become more popularized culturally, we’re finding that a lot of the techniques they’re using to accomplish these really brilliant AI advances depend on massive server farms. For us, of course, we have to make all these calculations for fireteam AI in 16 milliseconds. In order to render at 60 frames per second, we have to handle all of our insurgent AI and all of our fireteam AI, make all of their choices in 16 milliseconds. That’s with 30 or 40 AI characters in the game world.

It’s really hard, harder than we thought it would be, to be frank. I’m relieved that it actually works. The truth is, though, even once you get it to a certain point–we’ll put it out in the wild, and with hundreds of thousands of people playing it, they’re going to discover things that we didn’t.

GamesBeat: The missions you’re releasing, are they the kind where you’re going into houses, stacked up on the doors, or surrounding them from outside?

Tamte: It’s both. That’s an important distinction. Traditionally, military shooters have either been outdoor games or indoor games. The battle of Fallujah was both. Players have to navigate through alleys and streets, wide-open streets, very narrow alleys. They have to deal with this challenge of going indoors and outdoors. You go from these bright outdoors, which have big open spaces, to very claustrophobic indoor spaces that are very dark. You go between those constantly. About half of the game is outdoors and half is indoors.

GamesBeat: How much of the documentary do you include in this addition?

Tamte: Our sequence goes, we’ll show you a video documentary we’ve created, which includes interviews with eyewitnesses, people who were participants, as well as battle footage. We use those to provide context. Then we transition you from that into an in-game scripted animated sequence that draws you into the specific scenario you’re about to face. Then it goes interactive. When we’re finished, then we do the reverse. We take you out through an animated sequence and go back into a documentary that ties up the loose ends of what you experienced during the gameplay. Then we do that again for the next mission. It’s always the sequence of documentary before, documentary after, and then in some cases we have documentary segments in the middle as well.

GamesBeat: Is there anything else you’d like to emphasize today?

Tamte: It’s a long road, especially with events–we’re seeing this question of relationships between countries and the effects of war on people now. It’s important for games to tackle these kinds of events in a more realistic way than we have before. As humans we learn best through experience. We can watch a documentary or the TV news and get glimpses of things happening. Passive media is very good at telling you what happened. But games are very good at letting you experience something.

That’s the formula for us. Mixing the passive media–we can give you the facts through passive media, which video games are not good at communicating. Then we can transition you from the facts into trying to experience it for yourself. That’s when you begin to understand why certain things are inevitable, why certain things are very difficult, because you try to do them yourself. I don’t learn to ride a bicycle by watching someone else ride one. I have to get on and try it myself. I think the same thing applies. That’s the real opportunity for video games. We’re the only medium that can do that.

Our hope is that people will come out of this understanding that there is no such thing as a kinder and gentler war. We need to understand that before we start the fight.

Seagrass punches above its weight. The marine plant only occupies 0.1% of the ocean floor but can be credited with supporting marine ecosystems of plants and fish, filtering ocean water, and capturing quite a bit of carbon. Seagrass is also being destroyed, due to climate change and other factors, with meadows reducing 7% globally each year. Ulysses Ecosystem Engineering wants to restore it.

Ulysses’ autonomous robot can be loaded with seeds and programmed to go to specific areas of the ocean floor to plant seagrass. Akhil Voorakkara, a co-founder and CEO at San Francisco-based Ulysses, told TechCrunch that the robot they’ve built has been able to speed up restoration by 100x compared to having volunteers plant the grass seeds by hand and at a fraction of the cost of other robots.

Jamie Wedderburn, now CTO, got the idea for the company while on a surf trip with friends on the West Coast of Scotland in early 2023. One of his friends mentioned a recent awful volunteering experience they had that involved planting seagrass on a particularly harsh day of Scottish weather. More than 40 volunteers painfully planted seagrass that ended up just getting wiped away by rough conditions.

Wedderburn hadn’t known about the importance of seagrass, and hearing this story sent him down a rabbit hole. He thought there must be a way to use technology to make processes like that better. Wedderburn pitched the idea to Voorakkara, who proceeded to also fall down the same rabbit hole. The company’s other two co-founders, Colm O’Brien and Will O’Brien, had similar reactions.

“I knew that would be fun immediately,” Will O’Brien told TechCrunch. “Also getting the opportunity to build a mission-driven company that works primarily in the oceans, and is really focused on nature and biodiversity, is just like, you know, it was that was extremely compelling to me as well. Growing up as a kid, my hero was Steve Irwin.”

Voorakkara said that the team decided to pursue this problem by building a robot because, while none of them had marine biology experience, they did have experience building robots. They quickly made a 3D prototype which wasn’t waterproof and leaked when they used it, but it worked well enough at injecting sesame seeds, to show them there was something there. Once they had conviction they turned to experts for help.

“None of us are marine biologists,” Voorakkara said. “You won’t get anything unless you ask and we did ask for help and advice very early on in our journey to the top people working in seagrass restoration and making sure it wasn’t crazy. These people were super excited about what we are doing and were super willing to work with us.”

Ulysses launched in early 2024 and has since earned nearly $1 million in revenue from both private companies and government organizations. The startup has partnerships with multiple government agencies in places like Florida and Australia for large-scale restoration projects too.

The startup is now emerging from stealth and announcing a $2 million pre-seed funding round led by Lowercarbon Capital with participation from VCs Superorganism and ReGen Ventures, in addition to angel investors. Voorakkara said the startup will use the funds to bolster its team of five by adding engineers and people focused on go-to-market strategies.

Timing is on Ulysses’ side, as many governments are putting more emphasis and urgency on restoring seagrass meadows. Earlier this year the European Union passed a new regulation focused on restoring different habitats by 2030 and 2050, with seagrass specifically named.

Voorakkara said that this month the company will be testing a new capability for the robot: being able to harvest seeds from approved seagrass beds and then planting those seeds where they are needed.

While seagrass is currently the company’s main focus, they think of it as the beginning. Will O’Brien said that the tech is really autonomous drones connected to a main platform so it can expand into other areas like coastal management, coastal security and other types of restoration.

“The oceans really are this frontier in humanity that is extremely under explored,” O’Brien said. “There is not a lot of novel technological solutions and it’s because it’s an extremely difficult domain, dealing with currents, [it’s] very unforgiving when you have all these things. [We want to] bring SpaceX levels of innovation to this new domain here on earth.”

There are other companies looking to build underwater robots too. Terradepth is one that has raised more than $30 million in VC to focus on mapping the ocean floor for both commercial and government goals. Eelume is another out of Norway that is focused on ocean discovery.

“In five years, we don’t want to just be doing seagrass restoration, we want to be managing hundreds of kilometers of coastline,” Voorakkara said. “We want to supercharge groups like NOAA the [United States] Coast Guard and everyone working on serving the ocean and protecting it in a much more efficient manor.”

Audi is making a big change to its branding for the Chinese market with a new logo that lacks the automaker’s famous four-ring emblem. Today in Shanghai, the company showed off the new “AUDI” logo — yes, it’s just Audi in all caps — on the front of a new E concept electric Sportback that notably lacks its broadly used “E-Tron” branding.

In a press release, Audi’s CEO Gernot Döllner said it’s hoping to tap into China’s “more tech-savvy” customers who “expect leading connectivity as well as automated driving.” Reuters reported in August that Audi was planning a rebrand for China, where the automaker sold less than 10,000 vehicles in the country in the first half of 2024.

Audi says the AUDI E concept represents a preview of three upcoming mid- and full-sized models it will introduce starting in mid-2025. Audi formed a partnership with Chinese state-owned SAIC Motors and placed its former electric models head, Fermín Soneira, as the new team’s CEO. A new Advanced Digitized Platform was developed through the partnership, featuring an 800-volt architecture that underpins the E concept.

Soneir, who has been with Audi parent company Volkswagen for 25 years, says the partnership is set up to “jointly organize development, purchasing, production, and sales.”