Audi is introducing a new car brand specifically for the Chinese market, simply named "AUDI" in capital letters.
Built on technology from the SAIC group, this brand aims to help Audi strengthen its position in China, one of the world’s largest markets for electric vehicles.
Unlike traditional Audi models, AUDI cars will have a unique design language, distinct from Audi’s usual style.
In a departure from Audi’s iconic four-ring logo, AUDI will feature a fresh, badge-free look. Earlier this year, Audi showcased the Audi E-Concept as an example of this new design, featuring a sleeker, more curvaceous exterior and a tech-focused interior with large screens.
The E-Concept measures 4.87 meters, similar in size to the Audi A5 Avant.
The new AUDI models will be fully electric, with a range of up to 700 kilometers and a 100 kWh battery, marking a collaborative effort between Audi and SAIC.
“With this new brand for electric and intelligent models, Audi is opening doors to attract tech-forward customers in China,” says Gernot Döllner, Audi’s managing director, as cited by Boosted.
This move reflects Audi’s strategy to meet the distinct needs of Chinese consumers, who are increasingly interested in cutting-edge technology and innovative designs. Amid falling profits—down by 92 percent according to recent reports—AUDI represents a critical step for the brand as it seeks to capture a larger share of the Chinese electric vehicle market.
