Audi Unveils New Brand ‘AUDI’ For China; Drops The Four Ring Logo For Letters

Audi has announced the launch of a new brand exclusive to the Chinese market—AUDI. The brand represents a strategic move aimed at strengthening Audi’s position in China, the world’s largest automobile market, by catering specifically to local consumer preferences for electric and technologically advanced vehicles. Unlike traditional Audi branding, AUDI is introduced as a standalone marque without the iconic four rings, symbolising a new identity while remaining tied to the company’s heritage.

The new brand was developed in collaboration with SAIC (Shanghai Automotive Industry Corporation), Audi’s manufacturing partner in China, and will focus on electric and smart technologies through a jointly developed platform. The AUDI E concept, the brand’s introductory vehicle, exemplifies the combination of Audi’s engineering prowess with SAIC’s market insights and innovation speed. 

The AUDI E concept introduces several features tailored to meet the demands of China’s premium EV segment. With a length of 4,870 mm, the vehicle positions itself as a fully electric Sportback with a spacious, digitally integrated interior. The E concept is powered by dual electric motors producing a combined output of 570 kW and 800 Nm torque, achieving 0–100 kmph in just 3.6 seconds. The car is also equipped with Audi’s Quattro all-wheel-drive system, ensuring high performance and stability.

The AUDI E concept is built on the new Advanced Digitized Platform, specifically tailored to optimize vehicle connectivity and user experience in China. The platform’s 800-volt architecture allows for rapid charging; a ten-minute charge provides over 370 km of driving range, and a full charge offers an impressive 700 km range. Audi’s enhanced driver-assistance features, including automated parking and adaptive safety systems, aim to offer an ideal balance between comfort and control for diverse driving conditions, from congested city streets to high-speed highways.

AUDI’s design philosophy for China combines minimalist aesthetics with advanced functionality. The vehicle’s exterior sports rounded wheel arches and continuous wrap-around lighting graphics, creating a distinctive look. Inside, the cabin integrates elements inspired by Chinese architectural design, such as illuminated wood and microfiber accents, providing an elegant yet high-tech environment.

Advanced digital features include the AUDI OS operating system, optimized for seamless interaction through voice and touch controls. The AUDI Assistant, a central AI-powered avatar, enables intuitive vehicle control and adapts to user preferences over time. A pillar-to-pillar 4K touch display provides high-resolution visuals and connects with users’ devices for a fully personalized experience. The display also houses digital exterior mirrors for improved safety and driver awareness. 

The AUDI brand is a significant element of Audi’s strategy to expand its electric vehicle portfolio in China. This development aims to address increased competition in the Chinese EV market, where local manufacturers are setting the pace in innovation and connectivity. By joining forces with SAIC, Audi anticipates reducing time-to-market by 30 per cent, with the first AUDI-branded BEV models set to arrive in 2025.