Audi launched a new electric vehicle brand in China in an attempt to reach younger buyers in the world’s largest auto market. Instead of the recognizable four-ring logo of the firm, the automobiles will simply have the name AUDI.
German manufacturer Volkswagen luxury brand (VOWG_p.DE) partnered with Chinese automaker SAIC last year to jointly develop vehicles under the name. It is anticipated that the first of these cars will be on sale in the summer of next year.
In China, where established local manufacturers and international automakers have been lagging behind EV and hybrid-focused rivals, Audi and SAIC are both attempting to reclaim market share. Reuters reported in August that the new brand would not feature the four-ring emblem. By designing cars specifically for China, foreign automakers can more successfully reach a large consumer base.
The new EV series includes vehicle architecture that was co-developed with SAIC, and Audi says it will rely more on local suppliers and technologies.
The project’s CEO, Fermin Soneira, told Reuters that the EV series aims to appeal to younger drivers who have high-end technological demands, such as sophisticated driver-assistance systems. “The average age of the premium segment’s customers is between 30 and 35 years old, which is significantly younger than the global average of 55,” he said.
According to the China Association of Automobile Manufacturers, Audi sold fewer than 15,000 electric vehicles in China during the first nine months of 2024. In comparison, Nio and Xpeng, two Chinese premium EV businesses, sold roughly ten and seven times as many vehicles, respectively.
Audi EVs currently available for purchase in China feature the four-interlocking ring logo. The Q4 e-tron with joint venture partner FAW, the Q5 e-tron SUV with SAIC, and the Q6 e-tron with FAW are scheduled to go on sale later this year.
