Audi’s new electric concept car in China debuts without four-ring logo

• Audi and SAIC Motor Corporation have launched a new electric concept in China, replacing the iconic four-ring logo with the capitalised “AUDI” as its identifier.
• This B-segment all-electric hatchback (Sportback) is expected to be delivered to the Chinese market in 2025 as a production vehicle.

What happened

Audi and its Chinese partner, SAIC Motor Corporation, jointly announced the launch of a new brand in China—AUDI, which will forgo the iconic four-ring emblem. Instead, it will adopt the fully capitalised letters “AUDI” as its brand identifier.

AUDI unveiled its first concept car, the AUDI E concept, at a press conference in Shanghai on 7 November. AUDI plans to deliver this B-segment all-electric Sportback to the Chinese market as a production vehicle in 2025. The AUDI E concept is built on a new platform jointly developed by Audi and SAIC, called the “Advanced Digitised Platform.” The designers specifically tailored this platform for the Chinese market and incorporated an intelligent zoned electronic architecture. It also supports next-generation smart vehicle features and full OTA upgrades.

Audi CEO Gernot Döllner stated that the new brand aims to attract Chinese customers who are “more tech-savvy,” expecting leading connectivity and autonomous driving features. The launch of the AUDI brand highlights Audi’s plans to expand. Audi will begin rolling out three mid-sized and large models starting in mid-2025.

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Why it is important

Audi is launching the new brand, AUDI, to reshape its image in the Chinese market. It aims to attract more “tech-savvy” Chinese customers, especially young consumers who expect advanced connectivity and autonomous driving features. The launch of AUDI underscores Audi’s commitment to the Chinese market and its focus on technological innovation. Through this new brand, Audi intends to offer high-end automotive products tailored to the needs of Chinese consumers, thereby enhancing its competitiveness in the world’s largest automotive market.

The AUDI brand and the E concept car reflect Audi’s efforts toward electrification and intelligent vehicle technology. This aligns with the broader transformation of the Chinese automotive market and supports Audi’s growth in the new energy vehicle sector in China.