The Audi has launched a new sub-brand in China called AUDI, with a simple logo that replaces the traditional four rings with uppercase letters.
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The choice of this name and design aims to attract a new consumer profile, young and tech-savvy, who do not identify with the traditional Audi brand.
Ralf Brandstätter, CEO of Volkswagen Group China, explained that AUDI will maintain Audi’s DNA but with a more progressive design, tailored for Chinese customers who demand something different.
The decision to use “AUDI” rather than a historical name like Auto Union or Horch is a strategic move for the brand to stand out in the competitive Chinese automotive market. AUDI aims to be recognized as a young and innovative brand, connected to Audi’s tradition but distinct enough to attract new customers in the electric vehicle market.
This concept is embodied in the AUDI E model, with a design different from traditional Audi models, featuring a silhouette more like a station wagon and a modern interior with minimal conventional controls.
Although it seems that Audi and AUDI could compete with each other, Brandstätter believes both will coexist without conflict. The plan is for three AUDI models to be launched in China starting in 2025, all focusing exclusively on the Chinese market with no plans for global expansion. This way, Audi aims to expand its customer base and strengthen its presence in the world’s second-largest consumer market.
Source: Motor1.com | Photo: AUDI | This content was created with the help of AI and reviewed by the editorial team