Audi, once a powerhouse in the Chinese market, boldly removes its iconic four-ring logo. This dramatic shift by the traditionally conservative German luxury brand has a clear goal: to survive and thrive in China’s rapidly evolving electric vehicle (EV) landscape.
At the upcoming Shanghai Auto Show on April 23, Audi will unveil the first production model under its China-exclusive EV brand, simply named AUDI.
This new model significantly departs from Audi’s existing lineup, featuring unique styling and performance characteristics. It’s a central part of the automaker’s localization strategy, specifically tailored for Chinese consumers.
While Audi sold over 650,000 vehicles in China last year—more than triple its U.S. sales—the company still reflects a 10.9% year-over-year decline.
Traditional luxury brands like BMW, Mercedes-Benz, and Audi are all feeling pressure from the rapid rise of homegrown Chinese EV makers. In response, Audi is reinventing its identity in the world’s largest EV market.
A New Logo for a New Era
AUDI is a joint venture between Audi’s German headquarters and the Shanghai Automotive Industry Corporation (SAIC). While it shares a name with its parent company, the new brand has a distinct identity. The familiar four-ring badge has been replaced with bold AUDI lettering across the front of the vehicle.
The philosophy has changed, too. Unlike Audi’s current lineup, which includes internal combustion and electric models, AUDI will offer only pure EVs. After this debut model, two additional vehicles—an SUV and a sportback—are expected within the next two years.
The debut vehicle is based on last year’s AUDI E-Concept. In terms of size, it fits between the A5 Avant and A6 Avant.
The model is built on a dedicated EV platform and offers a more spacious cabin, minimal physical buttons, and several large displays.
Powerful Performance, Impressive Range
The new AUDI doesn’t compromise on performance. Its dual-motor system delivers 764 horsepower (570 kW) and 590 lb-ft (800 Nm) of torque, accelerating from 0 to 62 mph (100 km/h) in 3.6 seconds.
A 100 kWh battery pack offers a CLTC-rated range of 435 miles (700 km). Thanks to its 800V ultra-fast charging system, the vehicle can gain 230 miles (370 km) of range in only 10 minutes.
Audi reported that its partnership with SAIC has accelerated development by 30%. The new EV is aimed at China’s young, tech-savvy audience.
Technology-wise, Audi is leveraging local innovations. The vehicle includes Huawei’s advanced driver assistance systems and aligns with the company’s “Mission: Zero” goals for digitalization and carbon neutrality.
Audi’s Counteroffensive in China
Audi is attempting to regain its competitive edge in China’s EV market.
Audi, the first German luxury brand to enter China in 1988, has seen its dominance challenged in recent years with the AUDI brand.
The meteoric rise of domestic EV players like BYD, XPeng, and NIO has intensified competition for the traditional German trio.
In response, Audi has partnered with FAW and SAIC to develop and manufacture EVs tailored for Chinese buyers. Using the PPE platform, its Changchun facility already produces models like the Q6L e-tron and A6L e-tron.
An Audi spokesperson stated that we’re setting a new benchmark in the EV market with vehicles optimized for Chinese consumers.
If AUDI’s debut model proves successful at the upcoming Shanghai Auto Show, it could mark a major comeback for Audi in China’s automotive market.
