Audi ditches the iconic rings for China, launches new EV brand called AUDI

In a surprising move, Audi has launched a new electric vehicle brand exclusively for the Chinese market. This new brand, simply named "AUDI," is a joint venture with Chinese automaker SAIC and is different most notably by ditching the iconic four-ring logo.

The brand's first offering, the AUDI E concept, provides a glimpse into the future of this China-specific EV lineup. This sleek Sportback measures 191.7 inches long, 78.3 inches wide, and 57.5 inches tall, with a wheelbase of 116.1 inches – dimensions similar to the XPeng P7. The design language is as unique as it gets, clearly tailored specifically to the preferences of Chinese consumers.

But one of the most striking features of the AUDI E concept is the absence of the four rings. Instead, illuminated AUDI lettering adorns the front and rear of the vehicle, as well as the wheel center caps. The traditional grille is replaced by black loops housing advanced LED lighting and sensors for the car's driver-assistance systems.

The interior of the concept is an interesting blend of luxury and technology. Microfiber upholstery and illuminated wood accents create a somewhat sophisticated ambiance. The curved 4K touchscreen dominates the dashboard. It integrates the instrument cluster, infotainment system, and digital mirrors. The AI-powered AUDI Assistant and a touch-sensitive AUDI Control bar enhance the high-tech feel.

The AUDI E concept rides on a new "Advanced Digitized Platform" jointly developed by Audi and SAIC. Power comes from dual electric motors delivering a combined output of 764 hp and 590 lb-ft of torque, enabling a 0 mph sprint in 3.6 seconds. A 100 kWh battery pack provides an impressive CLTC range of 435 miles. With 800V super-fast charging capabilities, drivers can add 230 miles of range in just 10 minutes.

This new brand strategy might seem confusing at first. Why would Audi launch a separate EV brand when they already offer electric models like the Q4 e-tron, Q5 e-tron, Q6 e-tron, and e-tron GT in China? The answer lies in localization. By partnering with SAIC, Audi wants to create EVs specifically tailored to the Chinese market, leveraging SAIC's understanding of local preferences while retaining Audi's brand recognition. Put simply - Chinese customers aren't interested in Audi's European cars. They want to buy Chinese AUDI electric cars. Apparently.

Starting in mid-2025, AUDI plans to introduce three production EVs in the mid-size and full-size segments. Will this new brand resonate with Chinese consumers, or will it simply appear as a rebranded Audi? Rebranding works for Chinese companies, so Audi probably thought why wouldn't it work for them - for their sake, we hope it works.

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