Audi is shaking up its branding strategy in China, one of its largest global markets. The German automaker has launched a new sub-brand called simply “AUDI” (or the AUDI E), ditching its iconic four-ring logo in the process. This bold move is part of Audi’s effort to appeal to China’s tech-savvy consumers who crave cutting-edge connectivity and autonomous driving features.
Unveiled in Shanghai, the new AUDI E concept car previews three upcoming all-electric models set to launch in China starting in mid-2025. These vehicles, designed and developed through a partnership between Audi and Chinese state-owned automaker SAIC, will be positioned in the mid-size and full-size segments.
“Our cooperation reflects the spirit of ‘the best of both worlds’ and has been set up to jointly organize development, purchasing, production, and sales,” said Fermín Soneira, the former Audi electric vehicles chief who now leads the new AUDI brand.
The AUDI E concept ditches Audi’s signature four-ring badge in favor of simply spelling out the brand name in bold capital letters. This visual distinction is meant to position AUDI as a more tech-focused sub-brand catered specifically to Chinese consumers.
Under the sleek, wagon-like body, the AUDI E features some impressive performance credentials. Dual electric motors deliver a combined 764 hp that propels the car from 0 to 60 in just 3.6 seconds. A 100 kWh battery pack provides up to 435 miles of range on the generous CLTC testing cycle.
But the AUDI E isn’t just about straight-line speed. Audi promises the concept will feature “China-specific and highly innovative driver assistance functions” to create a relaxing and safe driving experience. Automated parking will also be part of the package.
The interior also showcases Audi’s vision for a high-tech, connected cabin tailored to urban Chinese lifestyles. A massive curved 4K touchscreen display dominates the dashboard, with facial recognition, touch, and voice controls. Illuminated wood and microfiber trim add a premium, modern flair.
Audi’s decision to launch this dedicated sub-brand for China indicates the fierce competition it faces in the world’s largest auto market. Domestic Chinese brands like BYD have been winning over consumers with affordable, tech-savvy electric vehicles. Meanwhile, Audi’s parent company, Volkswagen, has faced scrutiny over potential links between its supply chain and forced labor in the Xinjiang region.
By creating the AUDI brand, Audi hopes to regain momentum in China and tap into the country’s growing appetite for premium, high-tech EVs.
