Audi has introduced a new brand in China, aiming to create a distinct identity that even lacks the famous four-ring logo.
A Trendy New Identity
This new brand, simply called Audi in a fashionable font, focuses exclusively on producing "intelligent" electric vehicles equipped with advanced infotainment and driver-assist features. The company has partnered with the major Chinese firm SAIC for its operations in the local market, revealing its first concept vehicle, the AUDI E. This electric sportback is said to "drive like a real Audi in terms of comfort as well as dynamics."
Innovative Technology
The vehicles from this new Audi line, which does not feature the four-ring emblem, will utilize an Advanced Digitized Platform co-developed with SAIC. It includes a cutting-edge 800V powertrain that can provide over 200 miles of range to the sportback's 100 kWh battery within just 10 minutes of charging.
Despite its relatively large size, the AUDI E concept can accelerate from 0 to 60 mph in merely 3.6 seconds, thanks to Audi's renowned "quattro" all-wheel-drive system powered by two electric motors that produce over 760HP combined.
A Strategic Move
"With the launch of this new brand for electric and intelligent models in China, Audi is exploring new opportunities to reach tech-savvy consumers," remarked Audi's CEO during the unveiling. Alongside the AUDI E concept, which is expected to retail for around $42,000 upon its debut in August, the new brand will also roll out two additional electric models in the mid- and full-size categories. Audi's parent company, VW, has faced challenges in its transition to electric vehicles, offering models that have not performed well in terms of software, coinciding with a downturn in the EV market in the West.
Conversely, the electric vehicle market in China is thriving, and Audi is eager to secure its share, despite shutting down EV factories and laying off employees in Europe. This new branding strategy, which replaces the iconic four rings with a simple text logo, is meant to convey both a connection to and a distinction from its sister brand.
