Audi Rebrands in China: New Logo Debuts on Electric Concept Car
Staff Editor Audi Unveils New Branding Strategy for Chinese Market
German luxury automaker Audi has announced a significant shift in its branding strategy for the Chinese market, replacing its iconic four-ring emblem with a new “AUDI” logo in all capital letters. The new logo made its debut on an E-concept electric Sportback at a recent event in Shanghai, signaling a departure from the traditional “E-Tron” branding.
Audi CEO Gernot Döllner emphasized the company’s focus on appealing to China’s tech-savvy consumers, who prioritize connectivity and automated driving features. This move comes as part of Audi’s broader strategy to strengthen its position in the highly competitive Chinese automotive market.
The “AUDI” E concept serves as a preview for three upcoming mid- and full-sized models scheduled for launch starting mid-2025. To develop these models, Audi has partnered with Chinese state-owned SAIC Motors. Fermín Soneira, formerly head of electric models at Audi, has been appointed CEO of the new team overseeing this collaboration.
A key outcome of the Audi-SAIC partnership is the development of a new Advanced Digitized Platform. This platform incorporates an 800-volt architecture, which is a central feature of the E-concept vehicle.
Soneira highlighted the importance of the partnership in streamlining development, purchasing, production, and sales processes. This collaborative approach is seen as crucial for Audi’s success in the Chinese market.
However, Audi’s parent company, Volkswagen, faces challenges in China as local automakers like BYD offer more affordable and technologically advanced vehicles. Additionally, concerns have been raised regarding potential links to forced labor in Xinjiang within Volkswagen’s supply chain, adding another layer of complexity to the company’s operations in China.
As Audi moves forward with its new branding and product strategy, industry observers will be closely watching to see how these changes impact the company’s performance in the world’s largest automotive market.
