China’s electric car market is experiencing explosive growth, and Audi is determined to grab a slice of the pie. To achieve this, the German automaker is implementing a daring new branding strategy specifically tailored to the Chinese market.
In a stark departure from tradition, the iconic four rings emblem is being replaced with a minimalist “AUDI” logo writ large in all caps. This new logo was showcased on a visionary E concept electric Sportback, notably devoid of the “E-Tron” branding typically associated with Audi’s electric vehicles globally.
This strategic shift signifies Audi’s intent to connect with China’s tech savvy demographic, a group that prioritizes cutting edge connectivity features and the promise of automated driving.
Audi’s latest electric concept, the AUDI E, offers a look into the future of the brand’s mid and full-sized electric vehicles. Set to debut in mid 2025, these new models will be underpinned by an advanced 800 volt architecture, developed in partnership with Chinese state owned SAIC Motors.
This strategic alliance, led by former Audi electric model head Fermín Soneira, aims to streamline development, procurement, manufacturing, and sales.
The partnership is a significant move for Audi and Volkswagen, as the latter faces increasing competition from domestic Chinese brands like BYD, which have gained popularity with their affordable, technologically advanced vehicles.
Additionally, Volkswagen has been under scrutiny from human rights groups over potential links between its supply chain and forced labor in Xinjiang.
