Audi is known worldwide for its distinctive four-ring logo, but this will soon change.
The German automaker will drop the iconic branding for a new range of electric vehicles (EVs) being developed specifically for the Chinese market.
According to the auto magazine Drive, this decision is expected to impact a nine-model series slated for release by 2030.
The Decision Behind the Change
Reuters reports that Audi's choice to remove its iconic logo stems from 'brand image considerations.'
The company is also taking into account its partnership with SAIC Motor, a leading Chinese automotive manufacturer.
The exact reasons for the logo's removal have not yet been revealed, and it is still unknown whether these new vehicles will bear the Audi name or adopt a completely new brand identity.
Neither Audi nor its parent company, Volkswagen Group, has officially commented on this development.
The news emerged shortly after the global unveiling of the electric Audi A6 e-tron, which is set to launch in Australia in 2025.
A New Direction
Audi’s four-ring logo has a long history, as it represents the merger of four Saxony-based car manufacturers—Horch, DKW, Wanderer, and Audi—into Auto Union in 1932. This was the precursor to the modern Audi brand.
The decision to drop this logo in China is a radical shift in how the brand positions itself in one of the world's largest automotive markets.
The new electric vehicle project, codenamed ‘Purple,’ aims to produce nine electric models by 2030, developed in collaboration with SAIC Motor.
This partnership will see the use of electric motors from SAIC's IM Motor brand and batteries from CATL, the world's largest battery supplier. Chinese company Momenta will also provide driver assist technology, diverging from Audi's traditional reliance on German supplier Bosch.
This move comes as Audi and other Volkswagen Group brands, such as Porsche, adjust their electric vehicle strategies.
The company recently revised its goals, acknowledging that the transition to fully electric vehicles might take longer than initially anticipated.
Despite this, Audi remains committed to offering a fully-electric lineup globally by 2033, with hybrid models bridging the gap in markets where demand for EVs is still growing.
In markets outside of China, Audi’s last petrol-only model is expected to be the Audi A5, set for release in Australia in 2025.
From 2026 onwards, all new models from Audi are expected to be battery-electric.
