Audi has made a significant move by presenting the visual identity of its new Chinese EV brand. This sees the carmaker's renowned four-ringed logo being replaced with an all-caps AUDI wordmark. The branding was officially unveiled during the Shanghai launch of the AUDI E concept car, providing a clear glimpse into the design direction that Audi will adopt for its future production models.

Audi's Bold Step into the Chinese EV Market

Unveiling the AUDI E Concept Car

The five-door hatchback of the AUDI E concept car showcases a "minimalist and calm but striking" exterior that is meticulously tailored to meet the tastes of Chinese customers. Its front and rear both feature black details reminiscent of grilles, which incorporate essential functions such as lamps, sensors, and aerodynamic elements. Smooth wheel arches and an elongated silhouette enhance the car's dynamic appearance, making it a visual delight.This concept car is not just about aesthetics; it embodies Audi's digitalised concept through its connected in-car experience. Information is presented on a curved pillar-to-pillar 4K touch display, and touch and voice controls connect to an AI avatar that provides emotional feedback during interactions. It offers a stylish, comfortable, and connected oasis suitable for the urban lifestyle in China's megacities.

The Collaboration with SAIC

The spinoff with Chinese state-owned manufacturer SAIC is a strategic move by Audi. This collaboration aims to help the German carmaker expand its portfolio of battery electric vehicles in the world's largest automotive market. Planned to go into production in 2025, the AUDI E concept is the first of three future production models, with a saloon and SUV scheduled for release in the following two years. Audi has tasked its former head of electric models, Fermín Soneira, with overseeing this partnership, ensuring seamless coordination in development, purchasing, production, and sales.

The Significance of the New Branding

Audi CEO Gernot Döllner emphasizes that the sister brand is targeting the country's younger and "more tech-savvy" EV buyers. The new design signals both the connection to and differentiation from the sister brand. It represents a complete reset, focusing on providing leading connectivity and automated driving features. According to Audi, customers in China expect these advanced technologies, which prompted the development of a platform focused on advanced digitalisation in EVs. The joint platform will be the basis for a new generation of state-of-the-art intelligent connected vehicles exclusive to China.In 2022, Audi also unveiled a flattened version of its four-ringed logo, joining other automotive brands that have simplified their logos in recent years. Another car brand that recently overhauled its branding to signify a pivot towards electric vehicles is Jaguar, which sparked controversy with its updated logo earlier this month. However, Audi's move with its new Chinese EV brand is a clear indication of its commitment to the Chinese market and the future of electric mobility.