One of the world’s most popular car brands has ditched its famous four rings in a massive change as it looks to launch a new brand in China.
In a glitzy event in Shanghai, China, Audi CEO Gernot Döllner announced that the German brand would launch its first new brand alongside the new AUDI E concept.
The new brand – AUDI – sees the manufacturer ditch its legendary “four rings” logo in place of four capital letters which “signals both the connection to and differentiation from the sister brand”.
Audi was the first premium car brand to enter the Chinese market in 1988 and described itself as a “pioneer”, with the Ingolstadt-based brand signing a cooperation agreement with Chinese manufacturer SAIC.
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Gernot Döllner with the AUDI E concept car in Shanghai
AUDI
The AUDI E concept has been designed by experts from Germany and China and offers a preview of three future production models expected to be introduced from mid-2025.
Another aim of the AUDI E concept is to “exceed Chinese users’ expectations” and make use of China’s technological innovations.
The “state-of-the-art intelligent connected vehicles” will be exclusive to China and will reduce time-to-market by more than 30 per cent.
CEO Döllner confirmed that the first model will commence sales in 2025. The E concept can deliver a total power output of 570kW and 800 Nm, while having an acceleration from 0-100km/h in just 3.6 seconds.
The AUDI E concept has been developed by experts from Germany and China
AUDI
It is also equipped with a 100-kWh battery allowing for a CLTC (City, Highway, and Combined Testing Cycles) range of 700km (434 miles).
The Advanced Digitized Platform also boasts an 800-volt architecture allowing for super-fast charging. Drivers can get more than 370km (229 miles) of range in just 10 minutes of rapid charging.
Fermín Soneira, who was formerly the Head of Product Line for Electric Models at Audi, will be the CEO of the new partnership between Audi and SAIC.
He said: “Our cooperation reflects the spirit of ‘the best of both worlds’ and has been set up to jointly organize development, purchasing, production, and sales.
The new AUDI brand plans to unveil three further production models by the end of next year
AUDI
“With both parties contributing their core strengths, I firmly believe Audi will continue to shape the future of premium electric mobility by integrating the innovation strength of the market.”
Döllner noted that Audi had to make changes for the Chinese market since its consumers were more tech-savvy and had higher expectations for their cars.
He said: “They are younger than in the rest of the world. They expect leading connectivity as well as automated driving and, more importantly, an exciting, unmistakable experience in an interior that is both familiar and surprising.”
Audi is not the first brand to make changes to its iconic logos when selling vehicles in Europe and North America compared to China.
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Gernot Döllner, Chairman of the Board of Management of AUDI (left), and Fermín Soneira, CEO of Audi and SAIC Cooperation Project (right) at the event
AUDI
Chinese manufacturer BYD – which stands for “Build Your Dreams” – removed the meaning of the brand from its vehicles when looking to sell in Europe.
The Shenzhen-based automaker said feedback from customers, dealers and journalists suggested that many were not in favour of having the “Build Your Dreams” lettering on the back.