From rings to words: Audi decides to refresh its image in China with a new logo and electric cars

Audi has unveiled a new logo for the Chinese market, replacing the iconic four-ring emblem with "AUDI" in capital letters. Audi sold less than 10,000 cars in China in the first half of 2024, which was the reason for the rebranding.

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The new logo was shown on the Sportback E electric concept car in Shanghai. The move is aimed at attracting more tech-savvy customers who expect "advanced connectivity and automated driving capabilities".

The AUDI E Concept is a preview of three new models that will be unveiled in mid-2025. Audi is partnering with Chinese state-owned SAIC Motors and has appointed Fermín Soneira (Fermín Soneira), former head of electric models, as CEO of the new team. The partnership includes the development of a new digital platform with an 800-volt architecture.

The Volkswagen concern, which includes AUDI, is struggling in China, where local manufacturers such as BYD are gaining market share with cheaper, more technologically advanced cars. Audi hopes the new approach will help improve sales and strengthen its position in the Chinese market.

Source: AUDI