Audi Unveils New EV Brand In China Without Iconic Four-Ring Logo

In 2023, Audi sold over 729,000 cars in China, making it the company's largest single market. Now, the German automaker plans to introduce a new car brand in the region in order to grow its presence.

The new brand, called AUDI, will be used in partnership with the Shanghai Automotive Industry Corporation (SAIC) as Audi's new EV sub-brand for the Chinese market. In an effort to set AUDI apart from its parent company and, ideally, appeal to local consumers, the automaker will no longer use its iconic four-ring emblem.

In addition, Audi debuted a new concept model known as the AUDI E to mark the launch of this new EV chapter. The idea gives a sneak peek at the potential design aesthetic of upcoming production models that will be sold in China under the AUDI brand.
With dimensions of 4,870 mm in length, 1,990 mm in width, and 1,460 mm in height, along with a generous 2,950 mm wheelbase, the AUDI E, positioned as a fully electric Sportback, boasts a significant presence on the road.


The quattro four-wheel drive feel is guaranteed by two electric motors on the front and rear axles that produce an exhilarating 570 kW and 800 Nm of torque. Audi promises that the E will drive with all the comfort and dynamism that fans expect from the brand, and performance enthusiasts will love that it can sprint from 0 to 100 km/h in just 3.6 seconds.

Four capital letters were used in place of the renowned badge, but why did Audi choose to use this confusing strategy? The new brand with the AUDI lettering has a more progressive design with 100% Audi DNA, according to a LinkedIn post by Ralf Brandstätter, Chairman and CEO of Volkswagen Group China and Chairman of the China Board.

"Of course, there will still be vehicles with the four rings in China. The new brand with the AUDI lettering has a more progressive design, but is 100 percent Audi DNA. It will address other new customer groups in China that we have not previously covered with the four rings. A good addition to our portfolio in China. We have a bold plan. Don‘t worry, "The Chinese market is very different from the rest of the world. Customer demands are different. And that is why an additional range with the AUDI logo and a progressive design makes sense. This allows us to tap into new customer groups for the brand in a rapidly growing market."

The new AUDI brand will be based on the Advanced Digitized Platform, which was co-developed with SAIC. It is anticipated to launch with a first lineup of three production models, with the first sales in China scheduled for 2025.