In China, Audi is struggling to establish its brand. The German company is considering abandoning its logo to reposition its electric range. The goal is to find a new breath in the face of increasingly fierce competition.
According to information reported by Reuters, Audi could make a radical decision in the Chinese market. The ringed company wants to abandon its logo. This strategic choice is significant as Chinese automakers are gaining more market share from their Western rivals. In 2024, traditional manufacturers are struggling to exist in the Middle Kingdom.
To try to carve out a place in this extremely competitive market, Audi will therefore try to reshape its brand image. This decision also reflects the strengthening of the partnership between the Volkswagen Group and SAIC. The parent company seeks to deploy a “in China, for China” strategy. By November, Audi will unveil a first electric model without the rings for China.
The end of the rings in China?
This is also the date on which the Ingolstadt manufacturer plans to explain the new “brand story”. Another source stated that 9 models are planned between 2024 and 2030. The informants refused to be identified as the automaker has not yet made these plans public. While Audi declines to comment, SAIC ensures that the future electric models of the German brand will be “true Audis”.
The company sold less than 10,000 electric vehicles in China during the first six months of 2024. This is insignificant compared to the figures of Nio or Zeekr, two competitors in the same segment. By developing electric vehicles specifically for China, Western manufacturers can start from a clean slate and meet the expectations of Chinese consumers.
However, the Q4 e-tron, Q5 e-tron, and Q6 e-tron, produced in collaboration with FAW and already marketed in China, will continue to feature the rings. In the long run, Audi may decide to stop selling these models. With this new strategy, Audi hopes to find the magic formula to boost electric sales in China.